Sites built to sell,
not just to sit there.
I design and build Shopify stores — interiors, homeware and specialist coaching brands alike. Every section is written, coded and tested by me — because I'm usually the one running the ads pointing at it, and I'd rather the traffic landed somewhere that converts.
CharlesTed Home
Quiet-luxury interiors and furniture, and the store I work on every day — ads, email, SEO and the theme itself. It's the closest thing I have to a live laboratory: if a section doesn't earn its place, I see it in the numbers by the end of the week.
The homepage is a custom Liquid section pack rather than a theme preset, with a shared stylesheet and a bespoke product card snippet so every collection stays consistent. The delivery messaging is tag-driven — stocked lines, longer-lead furniture and pre-orders each say the right thing automatically, which stopped a whole category of "where is my order" emails before they started.
- PlatformShopify — modular Liquid sections and a JSON homepage template
- DirectionQuiet luxury — full-bleed lifestyle hero, italic serif headline, warm stone, sage and terracotta accents
- BuiltHomepage section pack, "Our Story" page, custom product cards, low-stock badges, request-a-sample flow on furniture
- DetailTag-based delivery logic so stocked, longer-lead and pre-order products each show accurate timescales
Gymnastics Coach Education
Proof that this isn't only an interiors thing. An elite coaching brand with genuine credentials behind it — Olympic-level coaching experience, mentoring, and sell-out training camps — and a site that needed to carry all of it without looking like a sports club newsletter.
I took it through a full rebrand and rebuilt every page: homepage, coach profile, what's on offer, camps, policies, booking and waitlist sections. Bold pink, purple and gold, italic uppercase display type, and a booking flow that captures gymnast names at the line-item level so the client isn't chasing details by email after every sale.
- PlatformShopify — every page built as custom sections dropped into custom-liquid blocks
- DirectionHigh-energy pink to purple gradients, gold pill CTAs, italic uppercase Poppins headlines, Inter body
- BuiltHomepage, coach profile, services, camps landing, policies, booking and waitlist sections, blog, product imagery and favicon
- DetailContainer queries with media-query backups so sections hold their shape in narrow theme columns
Tilly & Ted Homeware
Louise had beautiful product and a homepage that didn't do it justice. The brief was to take it somewhere editorial — closer to the interiors magazines her customers actually browse — without losing a single sale in the process.
I rebuilt the homepage section by section: a full-bleed video hero for the Christmas pre-order launch, a founder story that gives people a reason to trust a small brand, and a bestsellers grid that turns into a scroll-snap slider the moment it hits a phone.
- PlatformShopify — custom Liquid sections, no page-builder bloat
- DirectionFull-bleed imagery, Cormorant Garamond italic headings, letterspaced Marcellus detailing, square corners
- BuiltVideo hero, seasonal pre-order grid, founder section, bestsellers, wicker & rattan band, trust bar, collection carousel
- MobileEvery grid rebuilt as a swipeable slider — most of her traffic is on a phone
Stem & Silk
Luxury faux florals in a deep green and gold palette the client rightly wanted to keep. The site looked expensive but wasn't asking for the sale — so the brief was classy and upmarket, with the commercial edges sharpened right up.
I kept the existing palette and built around it: a video hero for the autumn collection in chocolate, mocha and burnt amber, a homepage banner routed straight into the clearance collection, and clear delivery and subscription messaging so nobody has to hunt for the reason to buy.
- PlatformShopify — custom Liquid sections built on the existing brand palette
- DirectionDeep green and antique gold, elegant but unapologetically commercial
- BuiltAutumn video hero, clearance-linked homepage banner, seasonal collection pages, subscription and delivery messaging
- FocusEvery scroll gives a reason to buy — thresholds, offers and collections surfaced instead of buried
What comes as standard
No templates dressed up as bespoke, no handover document telling you to work the rest out yourself.
Custom sections
Hand-written Liquid and CSS, built to your brand rather than bent out of a theme preset.
Mobile first
Grids become sliders, heroes stay full-bleed, and nothing gets squashed on the device most of your traffic uses.
Built to convert
Offers, booking flows and trust signals placed where people actually hesitate — not hidden in the footer.
Ad-ready
I run the paid social too, so the landing experience is designed around the traffic it's about to receive.
Let's build something that earns its keep.
Tell me what your store is doing now and what you want it doing instead. I'll tell you honestly whether a rebuild is the answer.
Start a project