The case
For Carelli, the outerwear label Anna Carels started in 2025, we rebuilt the store from scratch. No theme, no template: a storefront drawn around the collection from the first line of code.
Carelli makes statement jackets in small runs: faux fur, leather and velvet, released drop by drop. That calls for a store where scarcity works in the brand's favour instead of against the customer, and that looks as considered as the piece inside it.
The result
Conversion rose by thirty percent. The same campaign, the same collection, a store that no longer gets in the visitor's way.
Product imagery runs large and sharp, size and fit are settled before the cart comes into view, and sold-out pieces hold on to their audience with a waitlist instead of a dead end.
The solution
A front-end of our own on Shopify: components the team combines itself, a drop rhythm set in the CMS, and a checkout that ships worldwide with duties and taxes included.
The collection page sets a single campaign image beside the grid, so the mood of the shoot travels with the browsing. A row of muses shows who wears the jackets outside the studio, and the waitlist catches the demand a small run cannot meet. Every part was built for Carelli and reused nowhere else.
