22sGems
Fine-mineral brand from the owner of SINGER22: the Shopify store rebuilt for one-of-a-kind specimens hand-picked by Jon Singer, a gallery of 3,800+ specimen pages on Astro and Cloudflare, and an AI-narrated video catalogue that publishes itself on autopilot.
Overview
22sGems is the fine-mineral brand of Jon Singer, the owner behind SINGER22. When the fashion business closed, the same Shopify store was rebuilt for one-of-a-kind specimens hand-picked by Jon Singer, and singer22.com now answers with a redirect to 22sgems.com, so the old domain's visitors land on the new brand.
The store runs on Shopify with a Dawn-based theme: local-currency pricing, collections by mineral, price-on-request pieces and a sold archive. Next to it, gallery.22sgems.com is an Astro site on Cloudflare with more than 3,800 specimen pages, each linked to its Instagram post and embedding its YouTube video, plus category pages and a collector's FAQ.
Around the store runs an AI-narrated video catalogue that publishes itself on autopilot. The brand's YouTube channel holds 400 specimen videos, and every piece drops first on Instagram before it lands in the store.
What was built
- The Shopify store rebuilt from the former SINGER22 store on a Dawn-based theme, with local-currency pricing, collections by mineral, price-on-request pieces and a sold archive.
- gallery.22sgems.com: an Astro site on Cloudflare with more than 3,800 specimen pages, category pages, a learn section with a collector's FAQ and a contact page.
- Specimen pages that link to the original Instagram post, embed the specimen's YouTube video and carry Product and BreadcrumbList structured data.
- An AI-narrated video catalogue that publishes itself on autopilot, feeding the brand's YouTube channel of 400 specimen videos.
- A 301 redirect from singer22.com to 22sgems.com, so the retired fashion domain hands its visitors to the new brand.
Stack
Frontend
- Astro
- Builds gallery.22sgems.com: specimen, category, learn and contact pages
- Tailwind
- Utility-first styling in the 22sGems codebase alongside the Astro components
Backend
- Python, TypeScript
- The two main languages of the 22sGems codebase around the Astro site
- Cloudflare Workers
- Serverless code deployed on Cloudflare as part of the 22sGems project
AI
- AI narration
- Voices the 22sGems video catalogue that publishes itself on autopilot
Infrastructure & DevOps
- Cloudflare
- Serves the 22sGems specimen gallery at gallery.22sgems.com from its edge network
- Docker
- Docker containers are part of the 22sGems project codebase
Integrations & Payments
- Instagram, YouTube
- Specimen pages link to the Instagram post and embed the specimen video
CMS & Commerce
- Shopify
- The 22sGems store, rebuilt on the former SINGER22 Shopify store
- Dawn theme
- Dawn-based 22sGEMS Gallery theme for the minerals store
Tooling & QA
- Automated tests
- Test suites in the 22sGems codebase
Engineering highlights
The 22sGems relaunch reused the SINGER22 Shopify store instead of starting from zero, and singer22.com answers with a 301 redirect to 22sgems.com, so the old domain's visitors land on the new brand.
Each of the 3,800+ gallery specimens has its own page with species, locality, a link to its Instagram post, an embedded YouTube video and Product structured data, and the YouTube channel holds 400 specimen videos.