STRATEGIC E-COMMERCE TRANSFORMATION & SQUARESPACE REDESIGN FOR A PREMIER WOMEN’S BOUTIQUE IN NORTH CAROLINA

A tablet displaying an online fashion store on a light wooden table, with a white ceramic vase holding bare branches in the background.

When Rosenthal’s Boutique, the premier destination for women’s apparel and accessories in North Carolina, approached me, their goal was clear: refine their digital presence to reflect the charm and personalized experience of their in-store shopping. Rather than maintaining a full e-commerce model, I focused on shifting the website toward brand storytelling, curated collections, and a content-driven experience that emphasizes the boutique’s unique style and local community connection.

Key Outcomes

  • Squarespace migration: Simplified site management and supported a content-driven strategy that emphasizes storytelling over full-scale e-commerce.

  • Refined website design: Clean, modern layout that reflects the boutique’s sophisticated yet approachable style.

  • Streamlined product showcases: Highlighted key pieces without the complexity of maintaining a full online shop.

The updated site positions Rosenthal’s Boutique as a trusted, locally-loved fashion destination while delivering a polished digital presence that mirrors the in-store experience. By combining strategic design, storytelling, and boutique-focused content, I helped the brand connect more authentically with its customers online and support its unique approach to curated shopping.

Tablet displaying a fashion website with images of women in stylish clothing, placed on a textured surface with a beige folder or notebook underneath.
Smartphone displaying a website about women's apparel and accessories, with images of pants, a handbag, and a person in a black outfit, placed on a beige textured surface.
Laptop displaying a fashion website with images of shoes, handbags, and clothing, placed on a glass table in a minimalistic room.
Laptop displaying a fashion website, placed on a beige marble pedestal near a cream curtain with a plain wall background.
Digital tablet displaying an online shoe store with images of beige, white, and black shoes, placed on a light-colored textured surface with papers underneath.
Open magazine with a smartphone on top displaying a fashion catalog image of a woman holding a large handbag.
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