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Joel & Son – Royal Warrant Brand Moves to Shopify Plus

Role

Lead Designer

Services Provided

Custom Shopify Plus Build, Magento to Shopify Plus Migration

Project type

Shopify Design & Development

Industry

Fabric & Textiles

Date

Designed during my time at Charle Agency (2023)

Website

Joel & Son

Goal: Give Joel & Son, a heritage fabric house from post-war Britain holding a Royal Warrant from Her Majesty the Queen, a refined online presence to match its prestigious reputation. Role: Lead UX/UI Designer. Approach: Led the migration from the brand's legacy Magento store to Shopify Plus, ensuring a seamless transition of the full product catalogue. Designed a contemporary, design-led Shopify experience that preserved the brand's heritage while introducing a modern, intuitive interface for today's luxury fabric customer. Outcome: Delivered a large-scale platform migration with zero disruption to the live store, giving a heritage brand a digital experience worthy of its royal pedigree.

Migrating from Magento to Shopify

As the lead designer on the Joel & Son project, I collaborated closely with our development team to ensure the transition from their legacy Magento platform to Shopify Plus was both seamless and scalable. With over 50,000 products and an extensive library of categories and collections, it was critical that we preserved the structure and integrity of the catalog during migration. Our developers built a custom backend app to extract and import all product data from Magento into Shopify, streamlining the entire process. Alongside this, we successfully migrated a large volume of customer accounts and historical order data into Shopify Plus—ensuring continuity for both the business and its loyal customer base. This backend groundwork was essential to support the new design direction and deliver a smooth and powerful user experience from day one.

Custom design built into a custom Shopify Plus Theme.

As the lead designer on the Joel & Son project, my challenge was to translate the tactile, luxurious in-store fabric experience into a rich and intuitive digital journey. Our objective was to ensure that users could not only browse but *feel* the quality and variety of Joel & Son's world-renowned fabrics through a sophisticated UI. I crafted a bespoke design for both desktop and mobile that considered every touchpoint of the customer journey—from discovery to purchase. Once the design phase was complete, our team developed a high-performance, Online Store 2.0-enabled Shopify Plus theme. The build incorporated Shopify’s latest capabilities, including metaobjects, custom purchasing flows, and key Plus partner integrations. The result is a fast, elegant, and easy-to-navigate store with intelligent search and site-wide upsell opportunities, all while giving the brand complete flexibility and control over their content.

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