Pattie Parkhurst

The shop and studio site for Pattie Parkhurst, a metalsmith selling hand-raised jewellery, custom engagement rings and wholesale pieces from Denver and Tucson.

What they came with

A metalsmith's catalogue holds two kinds of thing at once. Some pieces carry a hand-written number in the title and a single fixed price; others are designs made to order in sterling silver, gold plate or 14k gold, each metal at its own price, so one grid tile has to print a range where the tile beside it prints a figure. The visitor is not one person either. The same storefront serves someone buying a pair of earrings in two clicks, someone starting a custom engagement ring that begins with a conversation and a phone call, and a shop opening a wholesale account.

What the build had to do

Named sections reused across templates

The theme is split into Liquid sections named for what they say rather than for where they sit: banner, best sellers, who is, VIP club, reviews, blog, follow us. Several appear on more than one template, so each has to hold its own spacing and background against whatever lands above and below it.

A catalogue holding two price shapes

Collection tiles have to render a numbered one-off at a single price and a made-to-order design as a from-price across metals, out of the same grid component and under the same availability and price facets. Collections cut across each other too, so a piece sits under a product category and a themed collection at the same time without duplicate records.

Search as a full overlay

Search is not a field in the bar. It opens as a panel carrying a query box and the whole collection list as chips, which gives the visitor who does not know the trade word for what they want a way into the catalogue that is not typing.

Two funnels on one page

The engagement page runs a long first-person piece, a slider of finished rings, an FAQ and a guide download wired to a Mailchimp list. The download is the commitment step for a purchase that will never happen in a cart, so it sits in the middle of the page where the reading is, not parked at the end.

Appointment furniture on every template

A phone number, an email address and a prompt to book virtually or visit in Denver or Tucson ride in the footer of every template, product pages included, alongside the VIP club signup. A piece that can be bought outright and a piece that needs a conversation therefore share the same page furniture, and the buy path has to stay the louder of the two.

Technical detail

Webflow markup, Shopify state

The header is one large Liquid section carrying Webflow's navbar with its interaction ids, a Lottie target for the wordmark, the search overlay and the cart drawer. The drawer keeps Webflow's class names as the design contract while its line items, its count badge and its checkout links come from Shopify, so the visual shell and the commerce state are bound together by element id rather than by a shared framework. The collection chips inside the overlay are looped from Shopify's collection list, which is what keeps the panel current when a collection is added.

Two token systems in one cascade

Dawn's base.css brings a custom-property system for product cards, borders and shadows; the Webflow export brings its own named colour tokens and type scale. Both load on every page, so the theme has to keep Dawn's variables authoritative for anything Shopify renders, keep the exported tokens authoritative for anything the design specified, and be explicit at every element about which set owns it.

Variant logic in the product record

A made-to-order piece is one product with metal variants at separate prices, which is why the grid prints a from-price and the product page settles to one figure once a metal pill is chosen. Structured data emits a ProductGroup with its variants as distinct hasVariant nodes carrying their own offers, so the catalogue reads to a crawler as a single design with options rather than as three near-identical listings competing with each other.