Marina & Pine

The brief

Marina sold hand-blocked linen tea towels and napkins through Etsy for three years, building a loyal following of around 2,000 buyers. She wanted her own brand site — partly because Etsy fees were eating 25% of margin, mostly because she wanted to own the relationship with her customers and start an email list. She didn't want a generic Shopify template; she wanted something that felt like her.

The approach

1. 01

   Editorial product photography — each piece shot in three contexts: as object, in use on a table, in a finished interior. Visual storytelling over feature lists.

2. 02

   Story-led product pages — each product has a paragraph on the print's history, the dye process, the maker. Read more like a magazine than a checkout.

3. 03

   Shopify storefront on a fully custom theme — keeps the easy backend, loses the templated look.

4. 04

   Newsletter signup with a real incentive — 'Quiet Sundays', a monthly note from Marina with one new piece and a recipe. 14% signup rate from visitors.

5. 05

   Email automation tied to abandoned baskets and post-purchase follow-up — entirely on-brand, written in Marina's voice.