Joan & Joy: Custom Shopify Theme Development
Dzmitry Murauski
Custom Shopify storefront for a boutique jewelry brand
Joan & Joy needed a bespoke Shopify experience that carried their luxury visual direction from PSD mockups through to a fast, responsive storefront. I built the theme from scratch on Shopify Online Store 2.0, avoiding heavy pre-made themes and page builders.
Joan & Joy hero banner and announcement section
What I built
Converted high-fidelity PSD files into a custom Shopify Liquid theme with responsive, pixel-accurate UI.
Developed custom homepage modules, including the hero and announcement area, “The Essentials” grid, and a modular Signature Collections section.
Built streamlined collection pages with filtering and pagination.
Created a conversion-focused product page with an image gallery, variant selectors, and tailored purchase blocks.
Hand-coded Liquid, SCSS, and vanilla JavaScript to keep the storefront lightweight and reduce reliance on external apps.
The Essentials custom grid section
Signature Collections module
Optimized earrings collection page
Custom product details page
Technical approach
The build uses Shopify OS 2.0 and Liquid for flexible content management, with modern HTML, SCSS, and ES6 JavaScript for a clean, maintainable frontend. The architecture prioritizes responsive behavior, minimal dependencies, and efficient storefront performance.
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Posted Sep 17, 2026
Bespoke Shopify OS 2.0 theme development for a boutique jewelry brand, built from PSD mockups with Liquid, SCSS, and vanilla JavaScript.
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Joan & Joy
