Shopify Store Design & Development For Mad Fine

Mad Fine is a New York–based jewelry brand where fashion meets activism. Each collection highlights a social cause, from women's rights to mental health, with proceeds supporting aligned non-profits. The brand has been worn by Justin Theroux, Jessica Alba, and Amanda Seyfried, and featured on Good Morning America, Good Day LA, Fox TV, and The View, with pieces spotted during Taylor Swift and Travis Kelce's wedding coverage.

This project spans over two years of continuous work across two major launches, a full brand merger, and ongoing growth initiatives.

Phase 1: The Original Mad Fine Build (Feb–Mar 2024) When I joined the project, Mad Fine had strong creative direction but needed a Shopify experience that matched its ambition. Starting with a UX audit and visual direction workshop, I mapped customer journeys for two distinct browsing types: those shopping for jewelry, and those browsing by cause.

Prototyping in Figma allowed us to test different layouts and color treatments before developing the final site in Shopify 2.0, with flexible sections and custom blocks the team could manage internally. The first version of the site launched in March 2024.

Jewelry Configurator: Custom-built tool allowing users to create their own necklaces by pairing chains and pendants, built to drive engagement and increase AOV.

Dual Navigation Paths: Users can shop by product or by cause, reinforcing the brand's activism-first identity.

Adaptive Layout System: Modular, section-based build for fast iteration and easy addition of new collections.

Design Language: A balance of refined typography, editorial imagery, and playful details to capture Mad Fine's bold yet premium tone.

Phase 2: Semper Augustus Brand Merger (Dec 2024–Feb 2025) Mad Fine's founder also ran Semper Augustus, a sister luxury jewelry brand I had been building in parallel from day one (both brands shared a single work channel from the start). In late 2024, the decision was made to merge Semper Augustus into Mad Fine, consolidating two brands into one unified storefront.

This wasn't a simple redirect. It required restructuring the entire product catalog, merging two distinct brand identities into a cohesive design system, migrating collections and customer data, and relaunching with a "coming soon" page before the merged site went live on February 1, 2025.

Phase 3: Email Marketing & Retention Alongside both launches, I set up branded Klaviyo email flows to support customer engagement and retention:

Welcome Flow: Introducing new subscribers to Mad Fine's brand story and product offerings.

Abandoned Cart Flow: Recovering potential lost sales with reminders and incentives.

Post-Purchase Flow: Following up with customers to build loyalty and encourage repeat purchases.

Outcome What started as a single Shopify build evolved into a multi-phase brand strategy engagement: two launches, a full brand merger, and an ongoing partnership that continues through 2026. The site now serves as the unified home for both brands, with a press footprint that includes national TV coverage and celebrity placements. The modular architecture built in Phase 1 proved its value during the merger, allowing the rebrand to ship without rebuilding from scratch.

View the full website here: https://madfine.shop