Custom Shopify Build, Subscriptions and CRO That Took LaCélie to Seven Figures in 12 Months

LaCélie came to the project without an existing store, so the goal was to build the whole thing from scratch rather than fix anything. They had brand direction and Figma designs, and they needed those turned into a Shopify store that could carry a growing product range and support paid traffic from day one.

Three things had to work properly from launch. The design had to be implemented faithfully rather than approximated with a theme. Subscriptions had to be set up so repeat purchase was a real revenue channel and not an afterthought. And there had to be a landing page setup flexible enough to run and test campaigns without a developer in the loop for every change.

There was no site to work from and no legacy to inherit, which removed one set of problems and introduced another. Everything had to be built rather than adapted, and every decision, from the product page structure to how subscriptions were presented at the point of purchase, was being made for the first time on a brand that had not yet proven what worked.

The designs were also fully custom, which ruled out any approach based on configuring an off the shelf theme. Matching them properly meant building sections from scratch, and doing it in a way that stayed editable for a small team who would be shipping campaigns constantly.

I built the LaCélie store from the ground up, implementing their Figma designs as custom Shopify sections rather than bending a template to fit. The build covered the full storefront, the subscription setup, and a landing page system for their paid campaigns, with ongoing A/B testing support once the site was live.

The priority throughout was that a small team could run the store day to day without needing me for routine changes. Sections were built to be reusable and configurable, so new products, campaigns and landing pages could be assembled from existing pieces rather than commissioned as new work each time.

• Full custom Shopify build from scratch, with Figma designs implemented pixel accurately as reusable theme sections

• Subscription setup covering plan structure, how options are presented on product pages, and the flow through to checkout

• Custom landing page system for paid traffic, letting the team launch and iterate on campaign pages without developer involvement

• Product pages built to carry ingredient led content, results claims and education, which is what actually converts in skincare

• Ongoing A/B testing support, with test variants built and shipped so decisions came from data rather than opinion

• Performance and mobile experience treated as build requirements rather than post launch fixes

LaCélie passed seven figures in sales within its first year of trading on the store.

The site was built to support that from the start rather than being upgraded to cope with it. Subscriptions gave the brand a repeat revenue base instead of relying on constant new customer acquisition, the landing page setup let the team keep pace with their paid campaigns, and continuous A/B testing meant the store kept improving through the year rather than staying as launched.

Just as importantly, the team runs it themselves. New products, new campaigns and new landing pages go live without a developer queue, which is what allowed a small brand to move quickly through a fast first year.

Metrics to add: first year revenue if they will let you publish it, subscription share of revenue or active subscriber count, conversion rate, and the result of your best A/B test. Any two of those and this section goes from good to convincing.