The products are strong. Getting to them is the problem. Three things stood out, and all 18 findings are below.
Disney Princess and Mox are not surfaced in the main navigation. Star Wars returns no results.
Featured tiles and hero calls to action send shoppers to search, empty collections, or dead links.
Related products and complementary recommendations are empty on the pages reviewed.
All 18 findings, by area
Find brands, series, and products
Most navigation focuses on Marvel. Disney Princess and Mox (Magic: The Gathering) exist as collections but are not surfaced as brands in the primary nav. Star Wars returns 0 search results.
No “Shop by Brand” label in header HTML; collections /collections/disney-princess-gem-seals-collection (7 products) and /collections/the-mox-collection-gem-seals-collectible (6) exist; Star Wars search = 0 results.
“Infinity Stones” and “Sealed Infinity Stones” both point to the same collection, confusing dual mapping and leftover naming.
Both labels link to /collections/mavrocks; collection title is still “Sealed Infinity Stones” (not “Collectible Gem-Seals”).
A featured menu tile sends shoppers to a dead collection.
Featured item “Marvel Infinity Gem Sets” → /collections/mavrock-gem-clusters returns 404; products.json for that handle returns 0 products.
Misspelled jewelry label in the menu undermines a luxury presentation.
Header link text “Shop All Jewlery” → /collections/marvel-fine-jewelry.
Individual Wearers products sell, but series browsing via a dedicated collection URL fails.
Products such as THANOS / DOCTOR DOOM Wearers exist; /collections/wearers-of-the-gauntlet → 404; no Wearers handle in /collections.json.
Fine jewelry collection includes Micro Gauntlet collectibles, blurring brand vs. product category shopping.
/collections/marvel-fine-jewelry lists The Inevitable pendants alongside Micro Gauntlets at $99.
First impression, hero, and featured pathways
Megamenu “Shop All” tile uses the Marvel logo artwork. Premium Collectibles tile hits an empty collection while a populated duplicate exists under another handle.
Marvel logo image alt="Shop All" → /collections/shop-all; /collections/premium-collectibles has 0 products; /collections/premium-collectibles-1 has 15.
Endgame / Disney Princess / Mox hero creative is present, but two primary Shop buttons send shoppers to search results instead of curated collection pages.
Slideshow CTAs → Endgame product URL; Disney → /search?…q=disney+princess; Mox → /search?…q=mox (not the dedicated collections above).
Some homepage image alternatives need review; empty values may be decorative or missing descriptions, so classify each before editing.
Public homepage HTML pass, 52 <img> tags, 12 empty alt values and 2 missing alt attributes. Classify decorative images separately from informative ones before adding descriptions.
New Arrivals, Sale, series, and catalog hygiene
New Arrivals omits the latest October products.
/collections/new-arrivals includes Endgame (published 2026-08-27), Friday Series (Apr 2026), Wearers (Mar 2026). Catalog newest via /products.json: Spider-Man Brand New Day & Doomsday preorders (Oct 21), Mox set (Oct 15), Disney Princess seals (Oct 5), not in New Arrivals.
Overlapping handles make merchandising and menu mapping fragile.
From /collections.json?limit=250: two “Jarvis Infinity Gems”, two “Premium Collectibles”, two “Rings”, plus a test collection with 112 products.
All 14 Sale products observed carry a real discount against the regular price (e.g. Micro Set $599 / was $999; Wearers SET $1,600 / was $1,875). Review if discount rules change.
Upsell, related items, and series completion
Product templates expose a complementary recommendations slot, but it loads nothing. There is no option to complete a set on the product pages reviewed.
Endgame, Friday Mind Stone, Mox Ruby, Wearers SET product pages, “Pairs well with” with intent=complementary; recommendations API returns 0 products. Related API does return series mates, but no related section markup was present on those pages.
Shipping threshold and express payments (visible in the theme)
Cart drawer copy: “Spend $1,000.00 more to reach free shipping!” Confirm this policy for gem seals and fine jewelry.
Apple Pay, Google Pay, Shop Pay, and an Afterpay logo appear on product templates. Affirm and Klarna strings were not present in the audited HTML (checkout UI would need a live cart pass to confirm final wallets).
Titles, favicon, and tracking foundations
Search and social shares will display the URL string instead of a brand title.
<title>, og:title, and twitter:title are all https://eastcontinentalgems.com/ (not “East Continental Gems…”). Meta description is present (Marvel partnership blurb).
A custom PNG favicon is referenced (favcon.png, filename typo), but /favicon.ico returns 404.
GA4 G-Y4MV85JYFV, Google Ads tags, and Klaviyo (VkzHSQ) load via Shopify web pixels. Classic Meta fbq snippet was not in the HTML; TikTok appeared as a social link, not a pixel.
We also ran the homepage through an automated scan. Treat the numbers as a starting point, not a verdict.
The scan flagged four scroll areas without keyboard focus, 13 landmark issues, one unnamed link, one heading issue, and image text to review.
The scan measured 4.75 MB, 71 scripts, 19 third-party origins, and seven blocking resources. TBT was 389 ms. CLS was 0.054.
Google usually cuts it off around 160, so shoppers see half a sentence. The scan also found no structured data, which helps products show up with price and stock in search.
Source: FreeScan homepage launch-readiness report. Automated results are directional. Transfer and script counts can vary.
We’d keep all of this and build on it.
We start Thursday 5 November and fix the obvious breaks first. The estimate sheet lists every item, what we need from you, and the cost.
Phase 1 · Thu 5 – Fri 6 Nov
Phase 2 · Mon 9 – Thu 12 Nov
Phase 3 · Fri 13 – Wed 18 Nov
Thu 19 Nov
Phase 4 · When your inputs are ready
Reply to the email this came with. We’re happy to walk through the review or the estimate sheet.
