eCommerce · Founded
Fashion Queen, made to shine.
A founder-led Australian fashion brand: identity, online store UX/UI, Shopify build and a hand-vetted global supplier network, all from scratch.
Overview
A brand and online store, built from scratch
Fashion Queen is an Australian online fashion brand for young women, covering clothing, swimwear and lingerie. I founded it, designed the brand and the store, grew it, and later sold the business.
The work covered the logo and visual brand, the online store UX/UI, the technical setup for products, payments and orders, and sourcing reliable, affordable suppliers from around the globe.
The challenge
One cohesive brand across apparel, swimwear and lingerie
The challenge was to unify diverse product categories under one brand that feels cohesive and appealing to young adult women with an eye for trendy yet affordable luxury. The brand needed to exude confidence and style without coming off as elitist, and, as a new startup, to build trust from day one.
A visually captivating storefront that highlights product imagery and lifestyle appeal.
Easy navigation between apparel, swimwear and lingerie.
Smooth add-to-cart and checkout, optimised for conversions.
Trust built through design: clear returns, customer service and policies.
Inclusivity in fashion, including showcasing diverse models.
Confidence and style, living up to the name without feeling elitist.
Process
From brand to launch
Brand development
A chic, versatile logo and a regal yet modern palette of black and white with silver accents, carried across packaging, the website and marketing.
Market research
Analysed local and global retailers, and personally trialled shipments from international suppliers to vet reliability, quality, cost and delivery times.
Site architecture & content
Mapped New Arrivals, Clothing, Lingerie and Swimwear with filters, plus an Inspiration blog, About Us, Size Guides and Shipping/Returns.
Wireframing
Wireframed the homepage, category, product, cart and checkout pages, focused on discovery and frictionless purchase paths.
UI design
A clean yet luxurious, mobile-first interface with emphasis on product imagery and consistency.
E-commerce platform
Migrated from WooCommerce to Shopify, customised the theme with Liquid and CSS, and set up reviews, wishlist, Instagram, payments and shipping.
Testing & launch
Tested across devices and browsers, optimised image-heavy pages for speed, set up SEO, Google Analytics and Facebook Pixel, then soft-launched to a test audience whose feedback shaped stronger mobile CTAs and product recommendations.
Results
Founded, grown and sold
Fashion Queen showed what happens when UX and business strategy are designed together. Personally vetting every supplier kept fulfilment reliable, and the brand and store were strong enough that the business was later sold.
Strong customer engagement early on, driven by a cohesive brand and smooth shopping experience.
Customer praise for the professional aesthetic and ease of use.
Low bounce rates and steadily growing repeat traffic.
Tools
- Figma
- Adobe Illustrator
- Photoshop
- Shopify
- Liquid
- Canva
- Google Analytics
- Facebook Pixel
- Shopify apps reviews, wishlist, chatbot, pop-ups