Special project · E-commerce · 2024
Polish Green
An online store for green stone from Nasławice
One Shopify store for two very different worlds — tonnes of garden stone on a pallet and handmade jewellery — and for two audiences: retail customers and architects.
- 5store categories
- 2paths: retail and architects
- 80+products from WooCommerce
The brief
One stone, two worlds
Polish Green is the brand of a quarry in Nasławice, at the foot of Mount Ślęża, that extracts antigorite serpentinite — a green stone known as “Polish jade”. The same stone goes to a garden on a pallet and into a jewellery box as earrings. Move the slider.
Earrings with green stone
- Price
- 44 zł
- Pack
- one piece
- Delivery
- Parcel locker or courieror pickup in Nasławice
Prices from the store, October 2026
Two worlds of products
Tonnes of garden stone next to handmade jewellery, kitchen and home objects, and sculptures — one catalogue that never feels chaotic.
Two audiences
A retail customer wants to buy right away. An architect looks for inspiration and a conversation — and got a path of their own.
Moving off WooCommerce
I moved the store from WooCommerce to Shopify — together with a catalogue of more than 80 products.
My scope
- Information architecture and UX/UI
- Shopify build
- Migration from WooCommerce
- App configuration
- Content and SEO
The photos and logo are not my work. The screenshots show the store in October 2026, including changes made after the August 2024 launch.
Information architecture
Categories by place of use
I split the catalogue into five categories, mostly by place of use rather than product type. A bag of pebbles and a mortar never compete on one list, and customers go straight to what they came for. Switch the split.
Natural stone
4- GREEN DREAM pebbles
- GREEN GRAVEL grit
- Gabion stone
- Flamed stone
Stone objects
8- Mortar
- Drink cubes
- Rolling pin
- Serving board
- Mantel clock
- Pyramid
- Candle holder
- Stone apple
Jewellery
3- Earrings
- GREEN BIJOU bracelet
- Ball necklace
Sculptures
1- “Forest Guardian” sculpture
Hover a category to see its tile
Homepage
A homepage that guides
Instead of piling up products, the homepage guides visitors step by step: categories first, then the stone itself, then each category's products, then trust.
“Green stone has many uses — from jewellery to architecture.” Five tiles lead straight to the right part of the store.
The block lists the key properties of antigorite serpentinite and links to the educational page — before the first price appears.
Each category gets its own product section on the homepage, with its own tagline — tonnes of stone never mix with mortars.
Further down: articles on the company's social responsibility and Google reviews — reasons to trust a quarry the customer has never heard of.
Product page
From earrings to a tonne of stone
I set up the product page so that one template handles goods from both ends of the catalogue. Garden stone comes as a separate product for each pack. Pick a product and add it to the cart.
POLISH GREEN
Earrings with green stone
44 złTaxes included.
Lowest price in the last 30 days: 44 zł
Pickup available at the company shop in Nasławice
Delivery: Parcel locker or courier
In the store every pack is a separate product — this switch belongs to the presentation. Prices from the store, October 2026.
The store's interface is in Polish.
- 1Lowest 30-day priceThe Omnibus widget under the price — required by the EU directive for discounts.
- 2Buy in one click“Add to cart” next to “Buy now” — the customer sets the pace.
- 3Pickup in NasławiceA tonne of stone can be picked up straight from the quarry.
B2B
A path for architects
Architects and interior designers buy differently from retail customers: instead of a cart they need inspiration and a conversation. With them in mind I designed a separate page in four chapters.
“Green Boulder” rocks, “Green Dream” pebbles and gabion stone — in rock gardens and by the water.
How an architect moves through the page
- 1Inspiration4 chapters with photos of arrangements
- 2Recommended collectionproducts under the photos in the chapters
- 3Talk to an advisora button at the top of the page
- 4Formcontact at the bottom of the page
Content and SEO
Explain first, sell second
Nobody knows green stone from Nasławice from a DIY-store shelf. So the store first explains what serpentinite is, and only then shows a price.
“Poznaj zielony kamień” (Meet the green stone)
A page in the main menu covers how serpentinite is used, its durability and easy care, and the company's work with architects.
Six articles for the launch, for two blogs
Addresses that read themselves
Category, product and key page addresses are descriptive Polish slugs, which helps with SEO.
Search result
Polish Green - Zielony kamień ozdobny
Serpentynit antygorytowy stosowany jest w architekturze ze względu na swoje fascynujące zabarwienie, formę i pokrewieństwo z nefrytem, który niegdyś wydobywano w okolicy Nasławic. Nazywany jest często „polskim jadeitem”.
Build
Migration, theme and apps
I built the store on a standard Shopify theme and adapted it mainly through theme settings rather than custom code. This keeps the store easy to update without touching code.
Moving the catalogue
WooCommerce
Shopify
- GREEN DREAM S pebbles
- GREEN GRAVEL grit
- Gabion stone
- Large mortar
- Mantel clock
- Ball earrings
- GREEN BIJOU bracelet
- Green-stone gua sha
80+products migrated from WooCommerce
Configured apps
Pick an app
The theme in settings
Green stone from Nasławice
Typeface and colour are theme settings, not custom code.
On a phone
The same store in your hand
The menu, a category, a product page and the page for architects on a phone. Drag to scroll.
Live since August 2024
Green stone, well presented
The store is live and still growing. Its footer reads “Wykonanie: jakubnowak.eu” (“Built by jakubnowak.eu”).
- Information architecture and UX/UI
- Jakub Nowak
- Build (Shopify)
- Jakub Nowak
- Migration from WooCommerce
- Jakub Nowak
- Content and SEO
- Jakub Nowak
The screenshots show the store in October 2026, including changes made after the launch, such as new product photos.