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Shopify
Golden Avenue
A niche gift shop built around how people actually buy for older relatives — by recipient, occasion, and interest.
- Client
- Golden Avenue
- Year
- Ongoing
- Stack
- Shopify · Liquid · CSS
- Navigation paths
- 15+
- Platform
- Shopify
- Focus
- Gift ecommerce
The challenge
Most gift sites organise by product type. Golden Avenue's customers shop by person and occasion — looking for the right gift for Nan's birthday, a retirement present, or something for a gardening-mad grandad.
The approach
The store navigation was rebuilt around how people think when buying — recipient, milestone birthday, occasion, and interest — with warm, approachable branding that appeals to the buyer, not just the recipient.
Key decisions
Recipient-led navigation: Mum, Nan, Grandad, older men and women
Milestone birthday paths: 65th, 70th, 80th, 90th
Interest categories: gardening, railways, nostalgia, golf, crafts
Warm vintage-inspired branding with approachable tone
Campaign hero sections for seasonal collections like gardening gifts
Results
- —Store structure that mirrors real gift-buying behaviour
- —Reduced browsing friction for a niche, intent-driven audience
- —Flexible homepage sections for seasonal merchandising
- —Shopify theme designed and coded for long-term catalogue growth
My role
- —Store design
- —Shopify theme development
- —Navigation & catalog UX
- —Homepage and collection templates
