Collectors cannow shop Mayfairfrom anywhere.
We built Mayfair Gallery’s online shop on Magento 2, with a custom theme made just for them. Big, sharp photos, filters by style and material, and a way to buy, make an offer or ask a question on every piece. So a chandelier on South Audley Street can sell to a buyer anywhere.
- Client
- Mayfair Gallery
- They sell
- Fine antiques and decorative art
- We built
- Magento 2 + custom theme
Before
Rare pieces. A website that couldn’t sell them.
Chandeliers, clocks, bronzes and vases, most of them one of a kind. The old site showed them like a printed brochure: a small photo, a price and a phone number.
No way to buy online.
Prices were shown, but there was no basket. Every sale started with a phone call or an email.
Fixed in our solutionHard to find the right piece.
No search and no filters. Buyers paged through rows of small tiles, one category at a time.
Fixed in our solutionBuilt for a desktop screen.
A fixed 1,000-pixel layout and one small photo per piece. On a phone, buyers had to zoom.
Fixed in our solution
How it’s structured
How we did it, layer by layer.
Like a restored commode, the site is built in layers: the frame, the veneer, the gilding, then the polish. Watch it come apart and see what each layer does. Skip ahead whenever you like, or drag the drawing to turn it.
The catalogue, kept in Magento.
This is where the gallery’s team works. Pieces, photos, prices and categories all live in the Magento admin. Add a piece, press Save, done.
- Furniture, lighting, clocks, vases and more each have their own category.
- The Contemporary and Masterpiece collections are run from the same place.
- The team uses normal Magento screens. No code needed.
Piece data, kept in order.
Every piece carries the same set of facts: maker, period, style, material, size and price. Magento stores them as attributes.
- The same attributes drive the filters. 236 lights narrow down to the Neoclassical ones in a click.
- Each piece is a single item. When it sells, it’s gone.
- Prices from £950 to £750,000 sit in one catalogue.
The theme, built by Coullweb.
No off-the-shelf template. We wrote a custom Magento 2 theme, just for Mayfair Gallery. It turns the data into pages.
- A calm, light layout, so the pieces lead: big photos and plenty of space.
- One template serves every piece. Another serves every category.
- Purchase, Make an offer and Ask a question sit on every piece page.
Delivery: big photos, served fast.
Antiques sell on detail, so the photos have to be big. The work is in making big photos quick.
- Magento saves each photo in several sizes, from 240 to 2,000 pixels. Phones get small files.
- Photos further down the page load only when you scroll to them.
- A full-page cache keeps ready-made pages, so most visits skip the database.
- Images come from a CDN, close to buyers all over the world.
The finished page.
All four layers, pressed flat into one page. This is the live Mayfair Gallery homepage, captured in October 2026.
- What buyers see is simple. The layers underneath keep it that way.
- Every page in the shop is built the same way, from the same parts.
Highlights
Some of our favourite bits.
Three parts of the Mayfair Gallery shop we especially enjoyed building.
Category and filters
Narrow 236 lights by style, material and price, from £950 to £750,000.
Piece page
Big photos, the price, and three clear ways to act: Purchase, Make an offer or Ask a question.
Masterpiece Collection
The gallery’s rarest pieces, gathered on one page with its own dark, monogrammed look.
Your turn
Start your website. Then make it grow.
SEO
Get found when collectors search for a maker, a period or the exact piece.
Conversion rate optimisation
Turn more visits into offers, questions and sales, with changes tested before they go live.
Speed optimisation
Keep big photos quick to load, so buyers look closer instead of leaving.
Website analytics
See which pieces get viewed, saved and asked about, and which ones sell.
CRM & marketing automation
Send new arrivals to the buyers who collect them, and follow up on every offer.
Content strategy
Stories about makers and periods that answer buyers’ questions and give search engines more to find.
Start here
Your new shop
Tell us what you sell and who buys it. We’ll plan the shop with you, build it, and help it grow once it’s live.
Start your projectCredits. Magento 2 theme and build by Coullweb. Product names, photos and content belong to Mayfair Gallery.
FAQ
Questions about this build.
Thinking about something similar? These are the questions we hear most.
It handles big catalogues well, with deep categories, detailed attributes and filters built in. It also lets each piece behave as a one-off: when it sells, it’s gone. And the team runs it all from one admin.
The theme decides how every page looks and works. We wrote Mayfair Gallery’s from scratch instead of adapting a template. So the design fits the pieces, and nothing is there that the shop doesn’t need.
Yes. Every piece page has Purchase, Make an offer and Ask a question. Offers and questions reach the team with the piece attached, so nobody has to ask which chandelier you meant.
Yes. Book a call and tell us about your stock and your buyers. We’ll suggest a set-up, Magento or Shopify, and send a short plan with a fixed price. See Magento 2 development for how we work.
Start here
Selling one-off pieces?Let’s draw up your shop.
Tell us about your site
A short form. It takes about two minutes.
We book a 30-minute call
We listen, look at your site together and answer your questions.
You get a plan and a price
A short written plan with a fixed price. No pressure to go ahead.