Case Studies / Emilia Wickstead

A reimagined design vision and migration project from Magento to Shopify Plus for Emilia Wickstead.

New Zealand-born fashion designer Emilia Wickstead established her London-based fashion brand in 2008.

Originally a made-to-measure atelier, the label’s pieces are recognised for their modern silhouettes and strong use of colour. Garments are also regularly seen on the Duchess of Cambridge.

As well as its London Sloane Street store, Emilia Wickstead is held in some of the most prestigious stockists around the globe including Harrods, Matches Fashion, and Moda Operandi, Inc.

The brand worked with By Association Only to migrate from Magento to Shopify Plus as well as to create a website that mirrors the label's ultra-minimal design.

Only the essentials are included leaving room for immersive scale imagery. There is also focused attention on discoverable details such as on-hover product card video and a seamless integration of selectable made-to-order options.

Conversion rate optimisation

A/B testing

ERP integrations

Custom app build

Digital marketing

Internationalisation in new markets

UX improvements

New store features & enhancements

Core performance reviews

Tech integrations & optimisations


Bremont Blog mobile

Shopify Plus

Shopify Plus is Shopify's enterprise eCommerce platform for large and growing online stores and brands. It's a hosted platform - customised, staffed, and positioned for large, demanding brands.

In partners we trust

Emilia Wickstead run a lightweight number of Shopify connected technologies to maintain fast site speed whilst introducing key enhancements to their user journey.


Klaviyo is a sophisticated one-stop email marketing platform that creates relevant customer experiences by listening, analysing and acting on consumer data. Delivering targeted user journeys across email and other owned channels.

“By Association Only were a real pleasure to work with, they understood the Emilia Wickstead brand vision and combined it with eCommerce expertise which resulted in a stand-out site that performs

Liz Rawlinson - eCommerce Consultant representing Emilia Wickstead


In store POS

In numbers


Products migrated


Bespoke page templates

Next project / Susanne Kaufmann

An elegant, minimal yet dynamic design aesthetic for European cosmetics brand Susanne Kaufmann.