Fabvilla is a Cape Cod lifestyle boutique and gift destination rooted in beautiful fabrics, home décor, and coastal living — the owner describes the store as an extension of her own home, welcoming every customer as a guest.

I designed a custom Shopify storefront that translates that intimate, curated in-store warmth into a digital experience — serving a diverse customer base of gift-buyers, home enthusiasts, and seasonal Cape Cod visitors.

Fabvilla had a strong instore presence. Beginning as a textile shop and later expanding into gifts and homeware, the owner was known for her taste and personal touch while helping customers find the exact right gift. The problem was that the online store was crowded with merchandise, which made it difficult for shopping. Like many gift store, the stock imagery in a templated layout was adding any warmth, and the navigation was jumbled, making it difficult to surface the right products. Furthermore, the website didn't have any real personality — the store's unique personality was lost in a template.

My job was to take the in-store experience and redesign the site's UI and UX to reflect the clean, warm, giftable feeling of being instore, while making Fabvilla and inspiring place to shop online.

Working within Capital Commerce's 12-week process, I first analyzed the store's current branding, their competitor and inspiration sites, and the way that customers shop in-store. I then designed a homepage experience to highlight new collections, surface best-selling categories, and feature timely special collections.

On the product and collection pages, we included better filters, variants, upsells and related products, and made sure the mobile experience was as seamless as on desktop.

The new Fabvilla website site is warm, colorful, and uniquely branded to their instore experience. With the new UI and UX improvements, Fabvilla now reflects the shopping experience that you would expect from a premium home store.

Want a website like this? Contact me to design your home goods brand.