Charlotte Mills designs bridal shoes that stand out from the crowd, with romantic, fun styles that are still comfortable enough to dance the night away. Each pair is hand made, and feature Charlotte’s signature details such as a silver sixpence embedded in every pair.
The brand has gone from strength to strength since launching in 2014 and has been showcased at London Fashion Week and some of the biggest fashion magazines in the World. Charlotte asked us to revamp her website to give it the luxurious feel she wanted whilst showcasing her fabulous shoes.
Charlotte’s shoes really are things of beauty, so we wanted to show them off to their best. To do this we’ve used big, bold imagery throughout the site, with a range of photos for each shoe.
It’s All In The Details
Charlotte’s shoes aren’t your standard wedding footwear. Each pair incorporates unique details that make them extra special. We incorporated content throughout the site to highlight this and show why Charlotte’s brides love their shoes.
Advanced Theme Customisation
Although we used a Shopify theme as a starting point for the new site, we customised this heavily to achieve both the look and functionality required. We created a custom product page to showcase the shoes at their best, and upgraded the theme in various areas to get the perfect feel.
Form & Function
We also integrated several Shopify Apps into the site to provide us with additional functionality. A Google Map driven stockist finder allows customers to find their nearest bricks and mortar stockist, and an integration with Calendly allows for the booking of appointments at Charlotte’s boutique.
Charlotte’s previous site had achieved some decent rankings in Google, so it was important that these weren’t disrupted by the launch of the new site. We planned and rolled out a detailed SEO strategy to ensure that we retained these rankings and provided a framework for future improvements too.
The Custom Product Page
Each pair of Charlotte Mills shoes incorporate beautiful design and her signature detailing, so we really wanted to show the work that goes into each pair. To do this, we upgraded the Shopify theme with a bespoke product page designed to show off the shoes and all of their details. First of all, each pair of shoes features several large photos that can be zoomed into to inspect in greater detail. Video clips have also been added for most shoes to show them in action.
After the key product info and all important ‘buy’ button, we’ve added a content section which talks about the unique details of Charlotte’s shoes and highlights the key brand features. This is based on Charlotte’s ‘Something old, something new, something borrowed, something blue’ concept and highlights just what makes the shoes so special. Finally, we incorporated a pre-order feature that allows early birds to reserve their shoes before they go on general sale.