When FREY approached us, they had already built a strong foundation as a conscious womenswear label championing upcycled fabrics and elevated everyday design. But their existing WooCommerce site was clunky, and their brand story—rooted in craftsmanship and circularity—was getting lost along the way.

They needed a digital home that not only worked harder technically, but also celebrated their rich narrative. Our mission was to migrate FREY. to Shopify and bring their brand storytelling to the forefront—creating a seamless, elevated experience that converts.

We migrated FREY from WooCommerce to Shopify, rebuilding the site with a fully customised theme design that blends performance with purpose. From homepage to checkout, each element was thoughtfully crafted to reflect the brand’s story—highlighting its commitment to premium upcycled materials, and responsible craftsmanship. 

Key features included a redesigned homepage, optimised collection and product pages with metafields to support rich storytelling, clearly presented USPs, and functional filters to enhance product discovery. We also integrated Klaviyo reviews, added a gift card feature, and improved the UX of the brand’s story page and Garment Care section—ensuring every customer touchpoint reflects FREY’s values and mission.

We transformed FREY’s email marketing by building a strategic suite of automated flows, tailored to both new and returning customers. From welcome to winback, we crafted journeys that reflected FREY’s values and voice.

Brand Photography: Client's own
Website: Good Sauce / Michelle Lee