She Goes Wear Shopify Development

The Client

Dorothy first approached me early in my freelance journey (around 2018!) when she was building up She Goes Wear, her workwear, fashion and lifestyle blog. As she transitioned into full-time blogging, she needed to move away from her Pipdig template and into something more bespoke and flexible. At that time, she wanted more creative control, more complex post layouts, and a refreshed brand identity.

I designed a custom WordPress theme and visual identity to support her growing audience — You can read about the original project to develop the brand and blog in more detail here

Fast forward to 2023, and Dorothy got in touch again, this time with a much bigger ambition: to transform She Goes Wear into a fully fledged clothing brand and online store.

Hearing that she was ready to take this next step (and to develop her own product line!) was incredibly exciting — and it was a joy to help her evolve the brand once again.

The Project

Dorothy had experimented with Shopify herself as a test run, but to take the brand to the next stage she needed a fully customised Shopify experience — one that reflected her design direction, elevated the brand, and made space for her new product line.

She also decided to retire her original WordPress blog and consolidate everything into Shopify, creating a single home for both her content and her products.

Goals:

• Create a custom, polished eCommerce experience that elevates her brand
• Design a refreshed Shopify theme that feels modern, stylish and aligned with the She Goes Wear aesthetic
• Build custom content blocks, including “As Seen On Our Customers,” to support social proof and community
• Migrate the blog into Shopify, ensuring posts were presented beautifully and remained easy to browse
• Support the shift from blogging to brand-building, giving Dorothy total creative and technical control

We began by mapping out how She Goes Wear would function as a clothing brand, what the site needed to communicate, how the product catalogue needed to scale, and how the brand identity needed to evolve for this new phase.

Design & Development

I produced a fully updated design system for Shopify, including:

• A cleaner typographic system to support product storytelling
• Stronger visual hierarchy for product photography and collections
• A modernised colour palette to extend the existing brand
• New product detail layouts focussed on fit, styling and ease of purchase
• Custom blocks for customer features and community content
• Enhanced blog layouts designed natively for Shopify

The final site gives Dorothy a platform that feels professional, cohesive and high-performing with the flexibility she needs to continue growing her clothing line.