Luis Godoy Alvarez
Niflheim Records
A metal record shop from Nuremberg: used and new vinyl, signed rarities, collectibles and Viking crafts. Plus an editorial arm that visits festivals, runs interviews and writes about mythology.
What the shop carries
The stock is curated, not algorithmic: used records next to new ones, signed copies, collectibles, second-hand tour shirts and Viking crafts. Every used record is graded individually, which is why each item carries its own price rather than a category.
- Vinyl, used
- Vinyl, new
- Signed
- Collectibles
- Tour shirts
- DVD & Blu-ray
Why
This was the first time I built something completely from zero. Not just put up a shop, but find an audience, become findable on Google, get people to buy and stay. I did not know whether it would work. It worked better than I expected: across the channels it is almost 55,000 followers, the blog gets read, orders go out every day. And the best part is the moment at a concert when someone says they know the shop.
Insight
The shop itself runs on Wix, and that is deliberate. The real work is elsewhere: Search Console and Merchant Center so the records get found, Ads, the four social channels, every video shot myself and cut in CapCut, every cover in Canva, every photo taken myself. Claude and GPT help with translations and polishing copy. It started with vinyl; by now it is also collectibles, DVDs and Blu-rays, shirts and Viking crafts, because customers asked for them.
Screens
What else belongs to it
- Echoes From Tuonela
- The shop's editorial arm: festival reports, interviews and long pieces on Norse, Finnish and Slavic mythology and its traces in metal.
- Video and social
- The shop's YouTube channel and social accounts are produced entirely in-house: shooting, editing, copy and publishing.
- Dispatch
- The shop commits to dispatch within 24 hours. That commitment is public on the site and is only repeated here.
- Language
- The shop runs in English, because buyers come from all over Europe.
The world is my representation.