Boutique Retail
Fern & Fable
An independent shop that needed its website to feel like walking in the door.
Project concept — designed to show an approach, not a delivered client project
The problem
The shop had a strong in-person identity that didn't come through online at all. The site looked like a generic template and didn't tell people what made the store worth the trip.
What a site like this needs to do
- Carry the in-store personality onto the screen
- Highlight featured products and new arrivals
- Tell the story that makes the shop worth a visit
- Leave room to add online ordering later
The approach
A good independent shop has a personality you feel the moment you walk in. This one did — and none of it survived the trip to the website, which was a stock template with the shop’s name dropped on top.
The concept starts from the shop’s actual identity: its colors, its voice, the way it talks about what it sells. Featured products and new arrivals give regulars a reason to check back. A short story section explains who is behind the store and why it exists. Location and hours are never more than a glance away.
The content is modeled so that products are real, structured entries rather than images baked into a page. When the shop is ready to sell online, that groundwork is already done.
Built withAstro · Product content model