"Treasure life's moments." Crystalized in this message are themes of sharing life's important milestones and memories, and commemorating them with fine jewelery. One of the priorities of designing this online storefront was communicating these sentiments through its design and product presentation. The primary angles to achieve this were: producing seasonal hero videos that spotlight people and their jewelry during intimate moments; presenting product collections as "moments" that cue time and place for jewelry pieces. On the technical side, lauching an ecommerce platform through Shopify required scripting to allow in-house spreadsheets of product SKUs to be converted to proprietary format CSV files.