The Scope: Custom Shopify Web Design
The Vibes: Romantic, elevated, editorial
The Industry: Wedding Florist + Brick-and-Mortar Floral Studio
Flocal Co. is a great example of what happens when a business outgrows the website it started with.
Rachel originally built her own website in 2022 for what was then a small, at-home wedding floral business. A few years later, the business looked completely different. Flocal Co. had grown into a retail floral shop with a full wedding and event business, and the website now needed to do a whole lot more than introduce people to the brand.
The next chapter called for Shopify, not just because Flocal needed e-commerce, but because the website had to support the day-to-day reality of a growing floral business. Customers needed to be able to shop flowers online, while couples needed a completely different path for wedding and event inquiries. And through all of that, the site still needed to feel like Flocal Co.
That combination is what made this florist Shopify website design project especially fun to work on. The goal wasn’t to choose between a beautiful editorial site and a functional online store. We needed both.
Building a Website Around Two Very Different Customer Journeys
The biggest challenge was figuring out how to make all of Flocal Co.’s offerings feel like part of the same brand without making the website confusing.
Someone looking for a bouquet to pick up from the shop has a very different reason for visiting than a couple searching for a florist for their wedding. The new site needed to make both paths obvious almost immediately, while still feeling cohesive enough that visitors understood they were exploring one thoughtfully curated floral studio.
I structured the website around those different ways people interact with Flocal, creating clear paths into the retail shop, wedding and event services, and the rest of the brand. That meant customers could get to the products they wanted without wading through wedding information, while couples could learn about the wedding experience without feeling like they had landed in an online flower shop.
Visually, I wanted the website to feel like an extension of Flocal’s physical space. The direction is romantic and editorial, but not so precious that it gets in the way of shopping. Layered imagery, refined typography, soft colors, and generous white space give the site that boutique floral studio feeling, while the layouts and calls to action keep everything easy to understand.
And then there was the part that you don’t necessarily see when you’re scrolling through the finished site: Shopify itself.
Because this was a platform migration as well as a website redesign, I spent a significant amount of time researching Shopify and figuring out how to make the platform work for Flocal’s specific needs. Products, seasonal offerings, e-commerce functionality, content, SEO, and the day-to-day management of the shop all needed to fit together behind the scenes.
That technical side was a big part of the project. The website couldn’t just look like a luxury flower studio. It needed to actually function like the growing business Rachel had built.
From a DIY Wedding Florist Website to a Growing Floral Business
I think one of my favorite things about this project is that the finished website represents how much Flocal Co. had changed since Rachel first built her original site.
This wasn’t simply a visual refresh. The business had expanded from a small wedding floral side of the business into a brick-and-mortar shop with retail customers, wedding clients, seasonal products, and a need for a much more capable e-commerce system. The website needed to reflect that growth instead of making the business feel like it was still operating at the scale it had been in 2022.
SEO was another major piece of the project. Rachel wasn’t looking for a website that was simply pretty enough to launch. She wanted a stronger foundation for being found online, and I spent a lot of time researching opportunities within Shopify and building out the site structure, page content, headings, and other SEO details with that larger goal in mind.
The result is a website that can do two things at once: give someone the experience of discovering a beautiful, boutique floral studio and give an existing customer a straightforward way to shop. It feels curated without making the e-commerce side feel like an afterthought, and it gives Flocal Co. a much stronger foundation for everything the business is becoming.
Your Website Should Grow With Your Business
Sometimes the website you need today is completely different from the website you needed a few years ago. If your business has grown, added new services, opened a storefront, or moved into e-commerce, your website should be able to grow with it.
I create custom websites for businesses that need more than a pretty online presence, whether that means Shopify e-commerce, a more strategic customer journey, or a website that finally reflects the scale of the business you’ve built.
Hear from Rachel
“Jordin is hands down the best and truly, deeply cares you have an amazing experience! I don’t know how you can expect to do better than that!
I built my own website in 2022 and it was just for my little at home wedding floral business. Fast forward to 2026, we are now a retail floral shop with a full wedding business as well as the need for a functioning e-commerce presence. We made the choice to jump to Shopify to better manage our business and Jordin jumped right into help!
Before I went this route I knew I wanted her help. Her work is so polished and professional and I was so excited to work with her. She did countless hours of research for me in Shopify which is usually not her main design platform, but she was eager to support!
The results were amazing – a website that aesthetically feels like a luxury, boutique flower studio but behind the scenes operates like an SEO machine! Jordin is an expert here and came up with so many ideas to help me excel here! That alone will pay for the investment in the new site.
When it came to go live Jordin was there every step of the way! She was in full support mode and quickly solved any challenge that popped up. She got us to a state of near perfection within 48 hours of being live which is a huge accomplishment.
If you feel like your digital presence could be better and you aren’t sure what to do about it… call Jordin and let Unica Formo help you out! You will have the best experience!!!”
-Rachel, Owner of Flocal Co.
Questions About Florist Shopify Website Design
Why did Flocal Co. move to Shopify?
As the business grew into a retail floral shop with an established wedding business, Flocal needed a platform that could better support e-commerce, product management, seasonal offerings, and the day-to-day needs of the shop.
Can a Shopify website still feel custom and editorial?
Absolutely. Shopify doesn’t have to look like a generic online store. The Flocal Co. website was custom designed around the brand, with editorial imagery, refined typography, thoughtful layouts, and a shopping experience that still feels connected to the personality of the floral studio.
How can a florist website support both weddings and retail?
The key is giving each audience a clear path without making the website feel divided. Wedding clients need information about the process and an inquiry path, while retail customers need an easy way to browse and purchase products. Flocal’s website was structured to make both experiences straightforward while keeping the overall brand cohesive.
Jordin Brinn is the founder and lead designer of Unica Formo — a creative studio in Columbus, Ohio, specializing in custom Showit website design and brand strategy for service-based businesses like coaches, consultants, therapists, creatives, and wellness professionals. With over a decade of business experience, she helps clients bring strategy, clarity, and personality to their online presence.
Explore design services and free resources at unicaformo.com.
