Fabiani BoutiqueWebsite Redesign


The Brief

This project was to deliver a brand new eCommerce website design for Fabiani Boutique; a popular luxury brand retailer in the midlands. They’ve built up a loyal customer base but wanted to extend their reach with a 24hr shopfront and attract new customers both domestically and internationally for their stable of high-end women’s fashion brands in clothing, footwear and accessories.

With the challenges to bricks and mortar retail in 2020, the need to focus on developing their online presence was all the more pressing. They had built an excellent reputation and loyal customer base but their online store was lagging behind in terms of the user experience and product offering, with a clunky manual stock management system.


I completed an audit of their current system and worked with the team to identify issues and inefficiencies. Based on this initial discovery stage, I streamlining the user journey and worked with the team to implement an automated stock management system under a single POS system for online and in store purchases.

With User Experience a key metric, I placed product front and centre on the site; reducing steps to purchase, introducing product cross-sell and related purchasing, click & collect and of course redesigned the visual aesthetic. Built on Shopify; I delivered a flexible, omnichannel shopping platform for an ambitious Irish retail business who have since gone on to win National Store of the Year 2021 at the AIBMS Retail Excellence Awards!


I also provided packshot product photography for their full AW20 footwear ranges and other selected SKUs, to allow them feature stock lines that were previously limited to the physical store. This provided Fabiani with a set of high quality assets that could also be used across their social channels and in print, to drive sales and promotions on their premium label brands, including Ash, Isabel Marant Etoile, Lodi, Oxitaly and Lumi Accessories to name a few.

Client Feedback

We worked with David of Shepherd & Flock on the design and launch of our new website late last year. David was brilliant to work with and created a fabulous website for us that has worked brilliantly during this third lockdown. David has also been on hand to offer advice and help post-launch too, which was much appreciated. Our online sales this season have far exceeded any other period and we cannot thank him enough for his help.

Louise Brennan – Managing Director, Fabiani Boutique

Louise - Owner of Fabiani Boutique

Project Services& Delivery

The scope of this project was broad, developing from an initial requirement to update the visual aesthetics of the current site, to include on and offline system integrations. This was both a front and backend project that has helped deliver considerable omnichannel growth, internal workflow efficiency and higher levels of engagement from a widening customer base.

  • UX Design
  • Wireframing
  • Copywriting
  • POS Pro Integration
  • Data Migration
  • Payment Integration
  • Packshot Photography
  • POS Hardware Setup
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