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.

When I joined the project, the brand had strong creative direction but needed a Shopify experience that felt as elevated and impactful as its mission. My task was to design and develop a fully refreshed storefront that communicates both luxury and purpose, while improving ease of navigation and on-site performance.

The Challenge Mad Fine’s catalog changes frequently, with new cause-based collections launching every few months. The old structure made it hard for users to explore intuitively or understand the brand’s values at a glance. We needed to design an experience that could scale and evolve without losing clarity.

The Approach 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 that the team could manage internally.

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.

Outcome The result is a sophisticated yet expressive Shopify experience that translates Mad Fine’s activism into a seamless retail journey. The new site not only feels elevated but also supports faster content updates and better storytelling for each collection.

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