Curated
Overview
A curator-led boutique reframed as an editorial destination, where the story sells as much as the product.
By Gabriella
Client
Curated By Gabriella
Year
2024
Discipline
E-commerce · Brand & Store
Role
- / Brand identity
- / Shopify design
- / Editorial system
Live site
curatedbygabriella.com
Challenge
Beautiful stock, transactional store. Visitors browsed, admired, and left without adding to cart.
Focus
Every decision was measured against a single question: does this move the visitor closer to the action that matters?
Approach
Phase 01
Built a curator voice into every collection page, why this piece, why now, who it's for.
Phase 02
Redesigned PDPs around considered detail: fabric, provenance, styling, with a quiet, always-visible add-to-cart.
Phase 03
Structured collections seasonally so returning visitors see something new without losing their favourites.
Outcome
01
Add-to-cart rate
02
Returning purchasers
03
Session duration
Gallery