Native Treasures NM — A Shopify Growth Case Study
The Magento-to-Shopify migration was just the first step. Here’s how MagentoBrain has continued driving Native Treasures NM’s growth through Shopify SEO, speed optimization, CRO, app development, and international market expansion.
Live store: nativetreasuresnm.com
Contact: magentobrain.com/contact-us
Client Overview
About Native Treasures NM
Native Treasures NM (Native Treasures of New Mexico) is a specialty jewelry retailer built around authentic, handcrafted Native American jewelry and art — bracelets, earrings, necklaces, pendants, rings, pottery, and Zuni fetishes sourced from artisans across the Southwest. The brand serves collectors and gift-buyers who care about authenticity, craftsmanship, and provenance as much as design.
Native Treasures NM at a Glance
- Curated catalog spanning bracelets, earrings, necklaces, pendants, rings, pottery, and Zuni fetishes
- Product assortment organized by stone type, silverwork style, and wrist/ring size for easier discovery
- Strong repeat-buyer and collector audience alongside gift-driven, seasonal demand
- Active multi-channel presence (Shopify DTC store + eBay + Facebook + Instagram)
- Growing newsletter list (20,000+ subscribers) used for sales and new-arrival announcements
The Challenge
Native Treasures NM didn’t come to MagentoBrain just to switch platforms — the bigger goal was a store that could actually compete for high-intent “Native American jewelry” and “Zuni/Navajo/turquoise” search traffic, convert browsers into collectors, and scale without a developer bottleneck for every new feature. The Magento-to-Shopify move was the enabler; the real challenge was everything that needed to happen on top of it:
1. Speed & Core Web Vitals
Image-heavy collection and product pages (bracelets, earrings, necklaces, pottery) needed to load fast enough to hold mobile shoppers browsing detailed stone and silverwork photography, without sacrificing image quality collectors expect.
2. Search visibility, not just continuity
It wasn’t enough to “not lose” existing rankings during the switch — Native Treasures NM needed a platform that could actively grow organic visibility for authenticity- and origin-driven search terms (e.g., “authentic Zuni fetish,” “sterling silver Navajo bracelet”).
3. Conversion experience
Product discovery by stone, size, and style (wrist size for bracelets, ring size, stone type) needed a smoother, filterable, mobile-first buying flow — hard to deliver on Magento’s older frontend without heavy custom development.
4. App and feature agility
The team needed to launch wishlist, compare, and loyalty-style functionality quickly, without every feature request turning into a multi-week Magento development cycle.
5. Room to expand
Native Treasures NM needed an architecture that could support future markets and, eventually, a headless frontend, without another full re-platform down the line.
The migration itself was a necessary, well-executed first step. Everything below it — SEO, speed, CRO, apps, and Markets — is where the ongoing engagement, and the majority of the results, actually live.
Industry Understanding
Understanding the Native American Jewelry & Handcrafted Goods eCommerce Landscape
Before touching a single line of code, MagentoBrain’s team studied the category Native Treasures NM competes in:
1. Authenticity-led trust
Buyers of Native American jewelry actively research artisan origin, materials (sterling silver, turquoise, coral, spiny oyster), and craftsmanship before purchasing — product pages need rich, trust-building content, not just images and price.
2. High-consideration, gift-driven purchases
A meaningful share of purchases are gifts or collector pieces, so product storytelling, sizing guidance, and clear return policies directly affect conversion.
3. Visual, detail-heavy discovery
Shoppers zoom in on stonework and silver detailing before buying; large, fast-loading imagery and zoom functionality are essential rather than optional.
4. Attribute-based browsing
Customers shop by wrist size, stone type, style, and price band rather than by generic categories alone — filterable collections directly influence add-to-cart rates.
5. Seasonal & gifting spikes
Holiday, Mother’s Day, and Southwest-tourism-season traffic create sharp demand spikes that require merchandising and speed to hold up under load.
6. Multi-channel presence
With an active eBay store and social channels alongside the Shopify site, consistent inventory, pricing, and SEO signals across channels matter for brand trust and search visibility.
This category understanding shaped every technical and SEO decision made throughout the engagement.
MagentoBrain’s Solutions
5.1 Foundation Phase: Magento to Shopify Migration & Shopify Development
A brief, necessary first step — the work below is what it enabled.
- Audited the legacy Magento catalog, categories, CMS pages, and URL structure, then migrated products, variants, collections, customer accounts, and order history with zero data loss
- Mapped and 301-redirected every legacy URL to protect existing rankings during cutover, and rebuilt structured data (product, breadcrumb, review schema) natively for Shopify
- Built a custom Shopify theme reflecting Native Treasures NM’s brand identity — Southwest-inspired palette, artisan storytelling sections, and modular blocks for featured collections
- Implemented attribute-based merchandising across Bracelets, Earrings, Necklaces, Pendants, Rings, Pottery, and Zuni Fetishes collections (stone type, wrist/ring size, silverwork style filtering)
With a stable, modern platform in place, the engagement shifted to what actually moves the needle for an authenticity-driven jewelry brand: visibility, speed, conversion, and scalability.
5.2 Shopify SEO
This is where the majority of ongoing work has focused, since organic search is the primary discovery channel for collectors and gift-buyers.
- Rebuilt on-page SEO — titles, meta descriptions, headings, and image alt text — across every category and product page, not just a like-for-like port from Magento
- Restructured and canonicalized URLs for collections and filtered/faceted pages (by stone, size, style) to eliminate duplicate-content risk
- Rebuilt XML sitemaps, resubmitted to Google Search Console, and ran weekly indexation checks through the first 90 days
- Ongoing content and internal linking strategy connecting collection pages, artisan/story content, and product pages to build topical authority around Zuni, Navajo, and Southwestern silverwork terms
- Continuous keyword tracking and on-page iteration based on Search Console query data, not a one-time setup
5.3 Shopify International SEO
- Audited keyword opportunities in core English-speaking export markets (Canada, UK, Australia) as the baseline for expansion
- Structured URLs, hreflang readiness, and content architecture so new-market SEO can be layered on without rebuilding the site’s core structure
- Planned market-specific keyword and content strategy ahead of a Shopify Markets rollout, so international pages launch already optimized rather than needing a second SEO pass later
5.4 Shopify Speed Optimization
- Compressed and lazy-loaded product imagery across the highest-traffic collection pages, where large detail shots of stonework and silverwork were the biggest performance drag
- Reduced third-party script bloat — wishlist, compare, tracking pixels, and chat tools — auditing every app for its performance cost, not just its feature value
- Optimized theme-level JS/CSS delivery to improve LCP, CLS, and INP
- Set up ongoing speed monitoring (PageSpeed Insights, GTmetrix) so performance is tracked continuously rather than checked once at launch
5.5 Shopify CRO (Conversion Rate Optimization)
- Simplified the add-to-cart and mini-cart flow across collection and product pages to reduce clicks-to-purchase
- Added and optimized wishlist and compare functionality so collectors could shortlist pieces before buying
- Optimized product-tile layout, stone/size filtering, and trust badging (return policy, authenticity guarantee) based on where shoppers’ attention actually lands
- Streamlined checkout to cut friction and reduce cart abandonment, with ongoing testing rather than a single redesign pass
5.6 Shopify App Development
- Integrated and configured apps for wishlist, product compare, and newsletter capture (supporting the brand’s 20,000+ subscriber list)
- Built custom app logic to support size-based variant selection (wrist size for bracelets, ring size) — functionality that would have required slow, expensive custom Magento development
- Speed-audited every installed app so new features never came at the cost of Core Web Vitals
5.7 Shopify Markets
- Configured Shopify Markets to support region-specific pricing, currency, and shipping as Native Treasures NM expands beyond the U.S.
- Built localized content and market-specific promotion capability without duplicating the storefront or splitting SEO equity across multiple sites
- This is the direct payoff of the SEO and architecture groundwork laid in Sections 5.2–5.3 — new markets launch on a foundation built for them, not bolted on after the fact
5.8 Headless Shopify (Roadmap)
- Assessed headless/composable options for Native Treasures NM’s next growth stage, as traffic and market count increase
- Documented an upgrade path so a future headless frontend can be layered on without another full re-platform, preserving the SEO and UX investment already made
- Positioned as the natural next step once international traffic volume justifies the added frontend complexity — not a premature rebuild
Analysis
Where the Engagement Actually Focused
Migration was roughly a few weeks of a much longer, ongoing engagement. Here’s how the effort has actually broken down:
| Focus Area | Scope of Work | Status |
|---|---|---|
| Migration & Platform Rebuild | One-time foundation: catalog, theme, redirects | Complete |
| Shopify SEO | On-page rebuild, sitemap, content strategy, keyword tracking | Ongoing |
| Speed Optimization | Image/script optimization, Core Web Vitals monitoring | Ongoing |
| CRO | Cart, checkout, wishlist/compare, filtering UX | Ongoing |
| App Development | Wishlist, compare, newsletter capture, variant logic | Ongoing / iterative |
| Shopify Markets | Region-specific pricing, currency, shipping | Rolling out |
| International SEO | Market-specific keyword & content architecture | In progress |
| Headless Shopify | Architecture assessment & roadmap | Planned |
Performance
Performance by Workstream
ExpansionResults
Quality Improvement After Support from MagentoBrain
1. Organic Growth, Not Just Preservation
SEO work went beyond protecting existing rankings — ongoing on-page, content, and internal linking work has grown organic visibility across core categories like Zuni fetishes, Navajo bracelets, and sterling silver jewelry.
2. A Genuinely Faster Store
Continuous speed optimization work — not a one-time launch fix — has kept Core Web Vitals strong even as new apps and features were added, supporting lower bounce rates on high-traffic collection pages
3. Higher-Converting Journeys
Iterative CRO work on filtering, wishlist/compare, and checkout has improved add-to-cart and checkout completion rates over time.
4. Faster Feature Velocity
App-driven development means new functionality (wishlist, compare, newsletter capture) ships in days rather than the multi-week cycles typical of the old Magento setup.
5. A Real International Runway
Shopify Markets configuration plus the SEO and content groundwork already laid mean Native Treasures NM can expand into new regions with a head start on search visibility, not a blank slate.
6. Migration Without the Usual Losses
The one-time platform switch itself was handled with zero data loss and no meaningful ranking drop — the quiet, necessary part that made all of the above possible.
Third-Party Badges & Trust Signals
Verified & Recognized By
What Our Clients Say
Trusted by 300+ businesses across 10+ countries
Josh Carter
Owner · zippywines.shop, USA
MagentoBrain delivered outstanding results. Their deep Magento knowledge and customized high-performance solutions stood out. They adhere to deadlines, deliver milestones on time, and are highly responsive to every request.
Transport Manager
Manager · California, USA
Their knowledge is extensive and their work reflects a high level of perfection. They upgraded our store from Magento 2.3 to 2.4.7 with zero downtime, improved design, and boosted conversion rates significantly.
Dustin K.
Owner · Exhaust Parts Store
Our 17,000/month visitor site crashed for 8 days. MagentoBrain fixed it, migrated the entire website, and upgraded our platform. After 15 years in online business, we finally found a partner we can rely on.
Mark W.
Director · E-Commerce, UK
We've used MagentoBrain for 3+ years across multiple Magento shops — updates, plugin dev, design, speed improvements. Very accurate, professional, fair price, and always deliver on time. Highly recommended.
Why Work With MagentoBrain
1. Migration specialists
We’ve moved dozens of stores from Magento to Shopify without losing SEO equity, data, or uptime.
2. Jewelry & collectible-goods category experience
We understand authenticity-driven, high-consideration buying behavior and design for it.
3. Full-funnel capability
From migration and development to SEO, speed, CRO, and Shopify Markets — one team, one roadmap.
4. Transparent process
Daily progress tracking, 24/7 support, and clear reporting throughout the engagement.
5. Global track record
Trusted by 300+ businesses across 10+ countries.
Start your Shopify growth journey today: magentobrain.com/contact-us
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Frequently Asked Questions (FAQ’s)
Timeline depends on catalog size, number of custom features, and QA scope — typically several weeks for a mid-size multi-category jewelry catalog, including redirect mapping and post-launch SEO monitoring.
Not if the migration is planned correctly. MagentoBrain maps every legacy URL to its Shopify equivalent, rebuilds structured data, and monitors rankings closely in the weeks after launch.
Yes — variant structures, sizing data, and filtering logic can be migrated and rebuilt so shoppers keep the same size-based discovery experience without disruption.
Yes — these can be re-integrated as native Shopify apps, often with better performance and easier ongoing management than the original Magento setup.
