Cue the 90’s makeover montage music… Brave Daughter’s brand spankin’ new website is LIVE!

We wanted to create a site that felt as badass as the brand does IRL, while also streamlining their systems (saving time, money and a lot of headaches). We are so proud of the outcome and are very excited for what’s next for Brave Daughters.

Brave Daughter’s Website Refresh

Feel Good Retail is SO excited to announce the launch of Brave Daughter’s brand new website! After months in the works, we’re so stoked to share it with y’all.

Brave Daughters is a Providence-based jewelry brand – best known for their Forever Jewelry and down to earth personalities. “The broads”, Erin and M, ****are committed to making meaningful jewelry responsibly and consciously. In 2021 they opened their first brick-and-mortar shop (261 Knight Street, Providence, RI 02909) and have some amazing projects coming up in 2022, which means a lot more eyes on BD so it was time for a website overhaul.

Our main goal was to build a site that captured their shop’s badass personality AND streamlined their e-commerce and in-store processes. We love to KISS (keep it stupid simple) around here.

It’s no surprise we suggested a shift from Squarespace (ecomm) and Square (POS) to Shopify for their complete omni-channel experience. We’re big Shopify stans, and for good reason. Companies have gone public with Shopify sites, Sephora uses it – this platform will scale with you! We always say to clients it’s not a question of “if”, it’s a question of “when”.

While some retailers are weary about platform switching, we know that the time saved by streamlining their inventory and customer data will be well worth it in the long run – freeing Erin + M up to develop new product, grow their sales and expand their reach.

To give you a general sense of the glow up, here’s a comparison of their old homepage and their new one.

BEFORE
AFTER

Here a few of our favorite things from the new site:

ULTRA CUSTOMIZED PRODUCT PAGES

Their old website had quite a bit of information stuffed into the product description sections- we wanted to keep the information but reorganize and simplify the layout. Make it a little bit more digestible at first glance, get what we’re saying? The theme we chose for them offered customizable drop down toggles for additional product information, an editorial (almost magazine-like) layout for product images, and the option to do a size chart pop-up.

DROP DOWN TOGGLES

Drop down toggles or tabs, if you will, house extra info. For their jewelry line we were able to create a custom template that had drop down toggles that we named ‘production practices’ and ‘additional sizing help’. This way, if a user needs more information they can access it but if they don’t- this additional information isn’t cluttering the screen and adding to scroll time.

EDITORIAL LAYOUT

Instead of opting for a carousel style slider at the top, all of the additional images live FULL SIZE on the bottom with some text sprinkled in for a more lifestyle feel.

SIZE CHART POP-UP

The size chart for their jewelry line is a pop-up window that doesn’t redirect shoppers to an entirely different page. They can simply view the information, close the pop-up, and resume their browsing without losing their spot.

MEGA MENU FOR EASY NAVIGATION

This is a type of expandable menu in which many choices are displayed in a two-dimensional dropdown layout. This is was a great choice for Brave Daughters since they have a large number of options and we wanted users to be able to see everything offered at a glance. This gives BD plenty of opportunity to organize and merchandise their site in different ways to appeal to different buyers.

CUSTOM BLOG TEMPLATES

Much like the product pages, we incorporated some visual elements to the page so it wasn’t just a block of text. We added a featured shop-able collection that related to the blog post at the bottom of the page and embedded images and GIFs into the post itself to break the text up a little bit. Last, but certainly not least, we popped a sweet little footer message underneath the collection that reiterates Brave Daughter’s Soul Statement.

CUSTOM BADGES

This theme offers the ability to create labels in the form of badges that show up on products while you’re browsing a collection or when you’re in the product page itself. We use badges on the brave daughters site to label specific collections like “whenever jewelry”, out of stock items and pre-order items.

VIDEO FUNCTIONALITY

Nothing like a little MP4 to add a little spice to the website. This theme offers the ability to embed videos (upload or URL) on any page. We used it for Brave Daughter’s About Us page and the footer of their homepage.

Here’s what we learned:

  • Taking the time to find the right theme for your new website is incredibly important. We recommend picking your top 3, listing all the features you love about it and going from there. The example websites will always look nice, but stay focused on the features you know you want on your site.

  • Never shy away from a little customization! Creating custom templates for your product pages and blog posts will make your best sellers and most important content stand out. It’s a simple way to make a beautiful first impression.

  • Finding apps that integrate seamlessly into your website is incredibly important for user experience. For this website we are using Acuity scheduling for all of their appointments and Klaviyo for sending emails. If there’s something you need on the site that’s not included in your theme, there’s probably an app for it.

What do you think? We’d love to hear your thoughts – please send us a note at hiii@feelgoodretail.com