Gince Goods is an Amsterdam-based eyewear and lifestyle brand offering timeless unisex sunglasses for the modern wardrobe. MerchantUp built their complete Shopify store from scratch — taking the Figma design to a fully coded, live store using Dawn as a base theme with custom Liquid development throughout.
Visit gincegoods.com ↗Gince Goods set out to fill a specific gap in the eyewear market: sunglasses that are genuinely wearable every day — not statement pieces that sit in a drawer. Designed in Amsterdam, the brand's aesthetic is best described as classic and cool, both feminine and masculine, smart yet always relaxed.
With sunglasses positioned in the €220–€245 range, Gince sits at a premium price point that demands a store experience to match. Their buyers are discerning — they expect editorial-quality imagery, clean UX, and a store that feels as considered as the products themselves. Half-built doesn't cut it at that price.
They came to us with a complete Figma design and a clear vision. The brief was simple: build it exactly as designed, make it fast, and get it live.
This was a zero-to-live build. Gince Goods had their brand identity, their Figma designs, and their products. What they needed was someone who could take that Figma file and turn it into a Shopify store that was pixel-perfect, fully functional, and built to perform — not just look good in a browser.
The approach was to use Dawn as a structural foundation — leveraging Shopify's most optimised and well-maintained base theme — and build every custom section, layout, and interaction from the ground up in Liquid. This gives the brand a store that's fully editable in the theme editor, supported by Shopify's native OS 2.0 architecture, and free of the bloat that comes with third-party page builders.
On top of that, the store needed to handle multi-region, multi-currency commerce from day one — serving customers across 200+ countries with localised pricing and seamless checkout.
Every component was coded custom — no pre-built sections, no page builders. The Figma design was translated section by section into reusable Liquid code.
A Figma-to-Shopify project has a clear process. Here's how the Gince build went from file to live store.
Full review of the Figma file — component inventory, font review, responsive breakpoints, interaction notes, and any ambiguities clarified before a single line of code is written.
Dawn installed and stripped to its core. Global CSS variables set to match the Gince brand tokens — typography, colour palette, spacing system — so every custom section inherits the right defaults.
Every section coded as a standalone Liquid snippet — homepage hero, product grid, editorial blocks, footer. Each one reviewed against Figma before moving to the next. No build-and-fix-later approach.
Products uploaded, collections structured, metafields configured. Shopify Markets enabled for 200+ regions with localised currency display and checkout.
Full cross-device QA pass. Image compression, lazy loading, render-blocking script removal. PageSpeed audit before and after. Store handed over live — 92 desktop, 100 SEO, 100 Accessibility.
PageSpeed scores on a real, live Shopify store with high-resolution fashion photography are always a balance. The goal isn't to artificially inflate numbers — it's to maximise performance within the constraints of a premium visual brand.
Desktop 92/100 Performance — above Google's "Good" threshold (90+). The store loads fast on desktop where most high-intent fashion buyers convert.
Mobile 75/100 Performance — in the "needs improvement" range, primarily driven by the brand's large hero imagery. This is expected for fashion stores with editorial-quality photos. Further gains are achievable through next-gen image formats and additional hero image preloading — something we continue to refine.
SEO 100/100 and Accessibility 100/100 — perfect scores on both. Every page ships with correct heading structure, semantic HTML, meta tags, alt text, and schema markup. Gince Goods ranks cleanly from day one.
"Faizan took our Figma design and delivered it exactly as we envisioned — every section, every interaction, every detail. The store looks and performs the way a premium brand should. Fast, clean, and built to last. We couldn't be happier with how it turned out."
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