Garters aren’t used to hold up a lady’s stockings anymore. That was so 1885. Now, they’re mostly associated with wedding fashion and tradition.
Julianne Smith was disappointed with the garters she found when searching for a gift for her friend Brooke, who was getting married. Most garters were generic and lacked the sophistication she envisioned. So in 2004, she founded The Garter Girl, which quickly became a successful blog and lifestyle brand entirely focused on garters.
Today, The Garter Girl is an internationally-recognized wedding brand. Juli’s stylish, handcrafted garters are designed to be heirlooms - representing the personality and sentiment of the bride and her loved ones. She has made garters for more than 3,000 brides around the world, and has been featured by media including The Today Show, Brides Magazine, The Knot, and Martha Stewart.
Juli came to Growth Spark because she wanted to move her site from WooCommerce to Shopify, and needed a streamlined, modern online store that complemented her popular blog and brand.
Blog First, Commerce Second
The Garter Girl brand is hyper-focused on the bride. The site’s FAQ page explains that, “The Garter Girl’s story begins and ends with you, our stylish bride,” and “The only size The Garter Girl carries is yours.”
It was important that the brand’s e-commerce presence and the blog identity complement each other, reinforcing the personal relationship that The Garter Girl builds with each customer. One way this was achieved was to give the shop and blog equal weight in the main navigation.
With almost 15 years of blog content, it was also important to examine what content was most important to highlight in the forefront of the site in order to present a clean and enjoyable user experience.
Collections are used to create streamlined product organization and make it easy for shoppers to find what they’re looking for or explore the range of garter designs.
Juli also designs custom garters, which can use incorporate pieces of a family wedding gown or veil. A separate page for custom requests provides tailored information about how these delicate garments are handled, and a simple form provides the introduction to a more personal conversation.
Product pages feature high-quality photography that displays the products’ high-end quality, and content tabs keep the product details and other relevant information organized and streamlined.
The Garter Girl’s new Shopify site launched in November. We based it on the Turbo pre-built theme, with brand-focused design that emphasizes the blog content, delivers streamlined functionality, and provides a robust platform to support The Garter Girl’s future growth.