The House of Brass — Handcrafted Brass & Copper Fixtures E-commerce Store

The House of Brass is a direct-to-consumer e-commerce brand I founded, built, and continue to operate end to end. The store sells handcrafted unlacquered brass and copper plumbing fixtures — bridge kitchen faucets, widespread bathroom faucets, shower systems, pendant lights, hammered copper sinks, linear shower drains, pot racks, and cabinet hardware — all made to order in a workshop in Marrakech and shipped to customers across the United States, Canada, and Europe.

I handle every layer of the business: Shopify theme development, storefront design, product photography direction, catalog architecture, technical SEO, structured data, Google Merchant Center feed management, paid acquisition, conversion rate optimization, customer service, and fulfillment coordination with the workshop.

Storefront design and conversion optimization

I rebuilt the storefront on a new Shopify theme with a full copywriting overhaul — homepage narrative, collection landing pages, an FAQ section, shipping and returns accordions, trust badges, and a redesigned footer.

On the product pages I closed the specific gaps that were blocking conversion: missing dimensional specs, no social proof, and a discount that wasn't visible where the buying decision actually happens. I added Judge.me review integration, provenance messaging beside the buy box, and complete specifications on every listing.

I used LogRocket session recordings to watch real visitor behavior and identify friction points rather than guessing at them, then resolved a set of CSS bugs and Lighthouse performance issues alongside the redesign.

Technical SEO and structured data

The Shopify theme emitted broken Product microdata: the description property sat inside the Offer scope instead of the Product scope, and shipping details and return policy were absent entirely, which cost the store its Google merchant listings eligibility.

I stripped the microdata out of the product template and replaced it with a custom JSON-LD snippet reflecting the real operations of a made-to-order business — always in stock, 1–3 day handling time, 3–7 day transit, a 14-day return window. The store now validates cleanly in Google's Rich Results Test with a valid Merchant listing and a valid Product snippet and no critical issues.

I also restructured Shopify Markets into separate US and international regions and got the full 665-product catalog approved in Google Merchant Center.

Content SEO and GEO

I ran a comprehensive catalog-wide SEO overhaul across product titles, meta titles and descriptions, tags, and body HTML, structuring product copy in a question-and-answer format built for generative engine optimization so the content is extractable by AI search engines as well as by Google.

I rewrote all eight collection SEO titles to lead with the ranking modifier buyers actually search for, fixed a duplicate-brand bug in the theme title tag, and identified the highest-opportunity keyword clusters — unlacquered brass pendant lights and bridge faucets — directly from Google Search Console data rather than from a keyword tool in isolation.

Supporting blog content targets specific long-tail queries around living finishes, patina, and fixture selection. Performance is tracked in Google Search Console and Semrush.

Results

Google Merchant Center

665 products approved

Rich Results Test

Valid Product + Merchant

Shopify Markets

US + International