Elegant digital storytelling and Shopify Plus build for London-based maternity wear brand Seraphine

Founded in London in 2002, Seraphine is a globally recognised maternity wear brand beloved by expectant mothers, fashion editors, and even royalty.

Known for its blend of style, comfort and thoughtful functionality, Seraphine designs clothing that empowers women to feel confident and elegant through every stage of motherhood - exemplified by the Princess of Wales embracing the brand during her two pregnancies.

Following a comprehensive rebrand, Seraphine embarked on a mission to unify its evolving visual identity with a best-in-class eCommerce experience. As part of this strategic transformation, the brand engaged By Association Only to reimagine its digital storefront and bring the new brand direction to life online.

At the heart of the project was a full-scale platform migration from Magento to Shopify Plus—an opportunity to simplify operations, improve conversion, and provide a more agile and future-ready foundation.

Alongside this technical overhaul, we were tasked with translating Seraphine’s reimagined brand language into an elevated, editorial-led shopping experience—one that would be both visually rich and highly functional across global markets.

From premium design execution to smart UX enhancements and custom feature development, this collaboration marked a significant step forward in Seraphine’s digital evolution.

Tech integrations & optimisations

Content curation templates

New store features and enhancements

Enhanced flexibility for content creation

Upsell features

Bespoke size guide tool

Product recommendations to increase sales

Conversion rate optimisation

Project
Overview

Bremont Blog mobile

In partners we trust

Seraphine runs a series of parallel international stores, powered by a number of key Shopify-connected technologies and partners.

Vervaunt

Vervaunt is a London-based ecommerce consultancy and paid media agency, working alongside ambitious ecommerce brands and retailers to improve key areas of their business and drive growth.

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.

Swym Wishlist

Wishlist enables your customers to bookmark their favourite products and pick up where they left off when they return.

Ometria

Ometria combines the data capabilities of a CDP with a cross-channel marketing orchestration platform, letting retail marketers create relevant experiences throughout the customer journey.

Avalara

Avalara makes tax compliance faster, easier, more accurate, reliable, and valuable.  Tax compliance automation software solutions from Avalara leverage 1,400+ signed partner integrations across leading ecommerce, ERP, and other billing systems to power tax calculations, document management, tax return filing, and tax content access. 

Yotpo

Yotpo's eCommerce marketing platform helps brands win customers for life with reviews, SMS marketing, loyalty and referrals, subscriptions, and visual UGC.

Matrixify

Matrixify is a powerful data management app for Shopify, enabling merchants to easily import, export, and update store data in bulk. With support for Excel and CSV files, Matrixify streamlines store management, saving time and reducing errors for growing e-commerce businesses.

Emplifi

Emplify UGC helps companies turn employees into brand advocates through authentic user-generated content. By enabling staff to easily create and share real stories, the platform boosts engagement, strengthens company culture, and enhances employer branding.

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A design makeover and migration from Magento to Shopify for British fashion favourite Temperley London