Hazelmade | Illustrated Tea Towels, Cards & Gifts
Project Note
Hazelmade came into the project with a strong sense of brand, story, and direction. Throughout the build, our focus was on translating that depth into a Shopify experience that felt calm, layered, and highly intentional, while still making the path to purchase clear.
The final website was received with excitement and strong alignment from the Hazelmade team, who felt the new direction captured the warmth, storytelling, and elevated customer experience they had been hoping for.
Project details
Package: Semi-Custom Shopify Website
Timeline: 7 Weeks
The Hazelmade Story: Hazelmade is a USA-made home goods and gift brand creating tea towels, stationery, and gifts designed to turn fleeting moments into tangible memories. Every piece features hand-drawn artwork by Founder and Creative Director Susan Hazel Rich, with products made through thoughtful partnerships with small, often woman-owned and family-owned businesses.
Hazelmade came to Halo Creatives ready to move beyond a product-first online store and into a more immersive Shopify experience. Their existing website led users directly into the shop, but lacked the layered storytelling, emotional connection, and editorial pacing the brand needed to communicate its deeper purpose.
The new Shopify website was designed to invite customers into the Hazelmade world slowly and intentionally, balancing shopping functionality with brand story, product education, and a warm, tactile sense of discovery.
The Problem (old website):
Hazelmade’s existing website felt too product-heavy and did not give enough space to the brand story.
The homepage moved users directly into shopping without first creating emotional connection or context.
The About page focused too heavily on the founder, making the brand feel smaller than it was.
Collection and product pages needed stronger structure, clearer product education, and a more refined shopping experience.
The brand needed a website that could support retail, wholesale (Faire), consulting, custom work, speaking, and blog content without feeling cluttered or disconnected.
The Solution:
Designed a semi-custom Shopify website that feels calm, warm, elevated, and editorial.
Reworked the homepage experience to create a slower “breadcrumb” effect, layering brand story, product highlights, values, and shopping pathways.
Built a stronger About page that positioned Hazelmade as a brand first, while still weaving in Susan’s role as artist and founder.
Created more intentional collection and product page structures to improve clarity, product education, and conversion.
Supported key ecommerce goals, including retail purchases, newsletter signups, wholesale inquiries, and product discovery.
Integrated thoughtful navigation paths for retail shoppers, wholesale buyers, custom project inquiries, consulting clients, and speaking opportunities.
Helped translate Hazelmade’s brand values into a digital experience centered on story, memory, quality, sustainability, and welcome.
The Outcome:
A warmer, more immersive Shopify website that better reflects the heart of the Hazelmade brand.
A more elevated ecommerce experience that balances storytelling with clear shopping pathways.
Stronger product pages designed to support customer confidence and reduce buying hesitation.
A homepage that invites visitors to slow down, connect with the brand, and explore the shop with more intention.
A flexible website foundation that supports Hazelmade’s retail, wholesale, service-based, and editorial content needs.
A refined brand experience that positions Hazelmade as more than a product shop, but as a story-driven home goods and gifting brand.
