Florence and Fern Website Case Study

Client's Words

ethne. went above and beyond to deliver a beautiful website for Florence and Fern. Their down to earth, hardworking and passionate team really captured the ideas and ethos of the label, and I couldn't be happier with how the site looks. Many of my clients have commented on it's beauty and ease of use, which is just awesome to hear! Thanks ethne.

~ Hannah Denham Tarr, Founder/Designer Florence and Fern


Project Overview

Florence and Fern is the micro business of Hannah Denham-Tarr who started her handmade, bespoke ladies fashion business in 2017.

Until this website project, Hannah remarkably sold all of her pieces via Instagram and Facebook where she had gathered a unique following indicative of her perfect client.

Hannah asked our team to assist her in moving her sales from social platforms to her own website utilising WordPress and Woocommerce.

Exisiting Problems

By selling on Instagram and Facebook only, Hannah was limited to the platforms for customers to hear about her and be ready to purchase her products as they become available.  

She also had limited payment options which mean't she couldn't offer modern payment trends like AfterPay.  This left Hannah often waiting with products while people took time in depositing funds.

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Audience Definition

Florence and Fern style doesn't appeal to everyone and Hannah knows her perfect customer inside and out.

When scoping this project it was with a sassy, confident, tattooed woman in mind.  In all manners of website design, we took on board this woman's likes and dislikes so that when she came to the site, she felt at home and ready to make purchase.

Our Role & Scope

Our role was to put Florence and Fern on the internet beyond the social media accounts it holds.

In doing this it was essential we created a site with optimum UX on mobile as most current clients purchased from Instagram and were used to making contact with the business on a device.

It was also important that we created a site that Hannah could keep up to date easily herself.  Utilising Beaver Builder and WooCommerce Florence and Fern now has a modern site that customers love to visit.



Hannah's first collection drop very shortly after final testing and launch took place. All customer feed back was positive and indicative of great user experience.

The collection almost entirely sold out and in the near future the site will offer AfterPay options that should see further sales.

Also, to note branding, graphic design and photography for this project was completed by Roxy at Fifty North. The professional nature of Roxy's work certainly have attributed to the success of this project.

Florence and Fern LOGO_SQUARE_BEIGE

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