One of my previous projects was with She’s Fabulous, a gorgeous dress shop packed with glam prom looks, elegant bridesmaid dresses, and everything in between.
The website already had stunning photography and strong branding — but behind the scenes, it wasn’t making life easy for the customer.
We started by upgrading their theme and focused on two things straight away:
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Smart filtering so shoppers could quickly narrow down by size, colour, or occasion
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Clearer navigation, making it easier to browse by category or vibe
Already a win.
But we didn’t stop there.
💡 A Template for Every Type of Customer
She’s Fabulous sells both prom dresses and bridesmaid dresses — but those shoppers have very different needs. So we built out two custom product templates within the same theme, tailored to each type of customer.
For prom-goers, the focus is all on the wow factor — imagery, sizing, and styling info front and centre.
For bridesmaid shoppers, we added extra detail:
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Info on their sample dress service (because buying multiple dresses for a wedding isn’t a quick decision)
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A section that speaks directly to the bride, offering a warm intro to the store and how they can help
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Space for more guidance on sizes, group fittings, and what to expect
This kind of small-but-smart change means each shopper lands on a page that feels made for them. No digging around. No second-guessing. Just clarity, confidence, and a smoother path to purchase.
Want to see the difference product templates can make? Click into any dress within either of the following collections; [Link to a bridesmaid dress collection] vs. [Link to a formal dress collection] — have a scroll and feel the shift.