Laslett England.
Everything moved to Shopify. Nothing was lost.
Website · Shopify · Migration · SEO
Laslett England design and make silk scarves, squares and bows in England, printed and hand finished by heritage mills in Macclesfield and Kent. The shop ran on WooCommerce and was starting to hold them back. Whisk Digital rebuilt it on Shopify and moved the whole catalogue across in a single day.
They went far beyond standard web design, acting as a real strategic partner. If you need a Shopify e-commerce expert who understands both digital development and high-end retail strategy, I highly recommend them.
- Client
- Laslett England
- Year
- 2026
- Sector
- Luxury silk accessories
- Location
- East Sussex
- Platform
- Shopify
- Work
- Website, Migration
The product was ready. The platform was not.
Melanie Laslett designs from her East Sussex studio, and every piece is printed and hand finished in England. The Financial Times called it a thoroughly English affair. The brand had a real following, an established catalogue and customers who buy silk the way other people buy jewellery.
The website was not keeping up. WooCommerce had become slow to change, awkward on mobile and clumsy at the checkout, which is exactly where a luxury buyer decides whether to trust you. Every year on it added more to unpick, and the search authority Melanie had built was tied to it.
The logo stayed. Everything around it got rules.
Melanie already had a name worth protecting, so we left the logotype alone in all but the details. What was missing was everything around it: a palette, a typeface, and a written set of rules so the brand holds together whoever is using it.
Oxblood
#930001
Heritage signature, used sparingly
Rich black
#111111
Editorial type without the harshness
Warm cream
#F7F2EA
The backdrop, like premium paper
Soft greige
#E6E3DB
Tactile second ground
White
#FFFFFF
Gallery space for clarity
Laslett
England
Lato, from Hairline to Black. A humanist sans whose shapes come from calligraphy and the hand, so it reads warm rather than technical.
Out of its rectangular container. More tracking on England. Every element brought to one colour, with a rule that it always sits on enough contrast: reversed out of black or the oxblood, or better still, in the Laslett cream.
Built to feel like the silk.
Shopify Online Store 2.0 on the Symmetry theme, configured rather than hacked. Bespoke templates for the editorial and menswear pages, filters that actually help, and a checkout styled in Laslett cream and red so the last screen looks like the first.
Silk has to be seen worn.
A scarf laid flat is a pattern. On a person it is a drape, a length, a way of falling. So every design gets a model shot as well as a flat one, the two sit together on collection pages, and hovering any image turns it over to show the reverse.
Every frame is shot on the same warm cream ground, the one in the palette above. That is what holds a catalogue together. Scroll a collection page and the products change while the surface underneath never does, so the range reads as one collection rather than a set of separate photographs.
02 / Worn above flat, every frame on the same ground
From home page to packing slip.
A palette is only worth having if it survives contact with the boring screens. The cream and oxblood hold all the way through: collection filters, the cart, the cookie banner, transactional emails and a custom coded packing slip carrying the Laslett crest, so the box a customer opens matches the site they bought from.
Live, and nothing left behind.
The store went live on Shopify with 67 redirects mapped, the existing Google Analytics and Search Console still reporting on the same history, and no gap in service on the day. Melanie can now merchandise, filter and price without waiting for a developer, and the old customer list has been invited back in.
Redirect count from the WooCommerce to Shopify URL map, live 2026.
Yours could be next.
Bring the shop you have outgrown.