NVME SSD not being recognized

I have a Raspberry Pi 5 and a Geekworm X1001 PCIe to M.2 nvme SSD HAT. I am 99% certain I have the cable oriented correctly to the PCIe slot on the pi.

when I run lspci it only returns

0002:00:00.0 PCI bridge: Broadcom BCM2712 PCIe Bridge

0002:01:00.0 Ethernet controller: Raspberry Pi Ltd RP1 PCIe 2.0 South Bridge

I added nvme_core.default_ps_max_latency_us=2500 and PSU_MAX_CURRENT_5000 (suggestions I've seen on forums) to my cmdline.txt and dtparam=pciex1_gen=3 to my boot.txt and still no avail. I even tried

I even connected to the 5v in thinking maybe I didn't have enough voltage going to the HAT. No change.

Any other suggestions?