Website Design: Horsefeathers Gifts
Project Overview
Client: Chelsea | Horsefeathers Gifts
Type of Work: Shopify Website Design
Goal: Chelsea already had a well-established Shopify store but wanted a refresh to align with her new branding. This included updating the site with her new color scheme, redesigning the home page for better conversions, and refining the overall layout to improve the shopping experience. In addition to these updates, we also created a dedicated sales page for her sub-brand, Cultivate Connections, a community she’s building to inspire and connect with her audience beyond just jewelry.
The Process
Initial Concept & Research
HorseFeathers Gifts is built on the idea that jewelry should be more than just pretty—it should be meaningful and personal. Each handcrafted piece is designed with high-quality gemstones and metals, meant to serve as a daily reminder to search for the good, find the joy, and treasure the little moments in life.
With this in mind, the goal of the refresh was to bring her website in line with her updated branding while ensuring it remained highly functional and conversion-focused. We wanted to create a space that felt as intentional and heartfelt as the jewelry itself while making it easy for customers to navigate and shop.
Design Choices & Strategy
For this Shopify refresh, we focused on:
- Incorporating Chelsea’s new branding with a refreshed color palette and design elements.
- Redesigning the home page to better highlight bestsellers, promotions, and her brand’s story.
- Optimizing existing pages for better navigation and an improved shopping experience.
- Creating a dedicated sales page for Cultivate Connections, giving it a clear and inviting space to grow.
By refining these areas, we gave her website a polished, cohesive look that aligns with her brand’s mission while making it even easier for customers to shop with confidence and engage with her community.
"I recently had the pleasure of working with Lauren on my website, and I couldn’t be more pleased with the results."
Final Thoughts
This project was all about elevating what was already working and ensuring that Chelsea’s website felt just as thoughtful and intentional as her brand. With her new branding fully integrated and a strategic home page designed for conversions, HorseFeathers Gifts now has a stronger online presence that supports both her jewelry business and her growing community.
Thinking about refreshing your website?
Whether you need a full redesign or just a refresh to align with your brand’s evolution, I can help! Let’s make your Shopify store a seamless, conversion-friendly experience that truly reflects your business.
Ready to give your website a refresh? Let’s chat!
Lauren Shaddow
A website designer and e-commerce coach who helps small business owners build Shopify stores and create a strong brand identity. With a background in design and online sales, she shares practical, easy-to-follow advice to make selling online more manageable. Through her blog, courses, and coaching, she helps entrepreneurs feel confident in growing their businesses their way.
