Stonemountain & Daughter Fabric is a 40+ year-old family business in Berkeley, CA and when I joined the team in 2017 it felt like the website was nearly as old. After successfully building up the company’s social media brand, I went to the owner with a proposal to redesign the website, completely overhauling the e-commerce experience. With her go-ahead, I conducted surveys of our customers, researched site platforms, and hired a development team to kick off the project. Once it was underway, I created a new site architecture with many new pages, developed content including photography and copy, and managed the migration of thousands of products. This also included working with our development team to design custom solutions on Wordpress for our specific needs, serving as the main technical liaison between our team and theirs. Launching the website involved training our staff on all new processes and ensuring communication was streamlined and effective.

The website launched in summer 2019 and quickly resulted in a 500% increase in monthly sales. This allowed us to further invest in the business, building a more efficient system for fulfilling e-commerce orders. It couldn’t have happened at a better time–the pandemic closed the store to in-person shopping and would have likely shuttered the business, but the ease and efficiency of our online shopping solution allowed the store to survive and even thrive during 2020.