Business Challenge
Lumière & Co. had built a genuinely loyal following as an independent fashion label — strong engagement on Instagram, a recognizable aesthetic, and consistent demand at pop-up markets. The problem was that almost none of that attention converted into predictable online revenue. Sales happened through Instagram DM orders and manual payment links, a process that didn't scale past a certain order volume and gave the founder no visibility into what was actually selling or why.
The brand did have a Shopify store, but it had been set up years earlier as an afterthought and never updated to reflect how the brand had evolved. Visually, it didn't match the polish of the Instagram feed driving traffic to it. Functionally, checkout required account creation, offered no size guidance, and took an average of six steps to complete — friction that showed up directly in an abandoned-cart rate well above healthy benchmarks for the category.
Strategy
Rather than jumping straight into a storefront redesign, the engagement was sequenced in three phases so that design and marketing decisions downstream would trace back to a clear brand foundation instead of guesswork:
Brand positioning & visual identity
Defined who the brand is for, what makes it different from the fast-fashion alternatives customers were comparing it against, and translated that into a refreshed logo, color system, and photography direction consistent across packaging, social, and web.
Storefront rebuild
Rebuilt the Shopify store around the new brand system with a mobile-first, conversion-focused layout: guest checkout, an interactive size guide, and user-generated content woven into product pages.
Acquisition & retention engine
Layered in always-on Meta/Instagram ads to the existing warm audience, Google Shopping for higher-intent search traffic, on-page SEO for product and category pages, and Klaviyo email flows for abandoned-cart and post-purchase retention.
Execution
Branding
A refreshed logo mark, a tightened color palette drawn from the brand's existing product photography, and a documented photography style guide gave every future asset — social posts, packaging, ads — a consistent look without needing a designer to review each one individually.
Website
The Shopify rebuild focused on removing friction: checkout dropped from six steps to two, guest checkout became the default, and an interactive size guide was added directly to product pages to reduce size-related returns and pre-purchase hesitation.
SEO
Product and category pages were restructured around actual search terms customers use (rather than internal product naming), image weight was reduced sitewide, and a small style-guide content section was added to capture earlier-funnel, non-branded search traffic.
Paid Ads
Meta and Instagram ads were restructured around the brand's existing engaged audience rather than cold prospecting alone, paired with a Google Shopping feed for customers already searching for specific products, with creative tested systematically rather than launched once and left alone.
Results
Illustrative results across the first two full quarters after launch:
Before vs. After
- Sales handled manually through Instagram DMs and payment links
- Outdated storefront disconnected from the brand's actual visual identity
- Six-step checkout with mandatory account creation
- No coordinated paid, organic, or email strategy
- Fully self-serve storefront handling orders at scale
- Consistent brand system across web, social, and packaging
- Two-step guest checkout with an interactive size guide
- Coordinated Meta Ads, Google Shopping, SEO, and email retention
Technologies Used
Client Testimonial
Illustrative testimonial written for this representative example — not a quote from a real client.
We had the audience already — what we didn't have was a store that matched the brand people thought they were buying into. The rebuild and the ad strategy working together made the biggest difference; neither would have moved the needle alone.
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