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Q1 Revenue
Conversion Rate
Instagram Revenue
Repeat Purchases
Velvet Thread Boutique is a women's fashion retailer with two physical locations in Portland, Oregon. When foot traffic declined significantly, the owner realized they had no online sales channel and no way to reach customers beyond their local area. They had an Instagram following of 12,000 but no way to convert that audience into purchasers. Their entire inventory of 600+ SKUs had never been digitized, and they had no experience with eCommerce operations, shipping logistics, or digital advertising.
We designed and launched a complete Shopify Plus storefront with custom theme development, migrated their entire product catalog with professional photography workflows, integrated their POS system for unified inventory management, and built a social commerce strategy to convert their Instagram following into paying customers. We also trained their team on day-to-day store management and order fulfillment.
Conducted competitor analysis of 12 similar boutique eCommerce sites to identify best practices in product presentation, navigation patterns, and conversion optimization for fashion retail.
Designed a custom Shopify theme reflecting the boutique's brand identity: warm, editorial, and curated. Prioritized large product imagery, lookbook-style collection pages, and a streamlined mobile checkout experience.
Organized and managed a two-week product photography sprint, creating consistent lifestyle and flat-lay images for all 600+ SKUs, along with optimized product descriptions and size guides.
Integrated Shopify POS with their two physical locations for real-time inventory sync, preventing overselling and enabling buy-online-pickup-in-store (BOPIS) functionality.
Set up Instagram Shopping and Facebook Shop integrations, enabling direct product tagging in social posts and stories, with automated catalog sync.
Launched targeted social media ad campaigns on Instagram and Facebook, using lookalike audiences built from their existing customer email list and Instagram followers.
Implemented email marketing automation with Klaviyo: welcome series, abandoned cart recovery, post-purchase follow-ups, and weekly new arrival newsletters.
Generated $127,400 in online revenue within the first 90 days of launch.
Online store conversion rate stabilized at 3.2%, well above the fashion eCommerce average of 1.8%.
Instagram Shopping drove 34% of total online revenue, validating the social commerce strategy.
Abandoned cart recovery emails achieved a 12% conversion rate, recovering $18,600 in the first quarter.
Average order value reached $89, with a 28% repeat purchase rate within 90 days.
The BOPIS option accounted for 22% of online orders, driving additional in-store purchases.
Rina Vasquez
Velvet Thread Boutique
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