Finlay & Co | Case Study | Velstar - Velstar


  • Improvement of Product Filter and Search Implementation
  • Magento 1 to Shopify Plus Migration
  • Marketing Strategy
  • Optimised for Conversions
  • UX & UI Design
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Luxurious eyewear brand for men and women.


Finlay & Co is a British eyewear brand taking the industry by storm. Best known for its iconic wooden sunglasses, four friends found Finlay in 2012, on a mission to design beautifully unique and desirable eyewear. The whole ethos of the brand is luxury, with all their eyewear being made from the finest materials. In recent years, they’ve grown in popularity across the globe, with a strong customer following, including the royal family.

The Challenge

Finlay & Co were looking to migrate from their slow, bug-ridden Magento 1 platform, which had previously failed them during surges of high traffic. They needed a platform that was fast, reliable and secure, so turned to Velstar for help.  

As Shopify Plus partners, we suggested the brand make the move to Shopify Plus. Infamous for its flexibility and function, Shopify Plus was the perfect platform to amplify the brand’s digital growth.

The Solution

After working closely with Finlay & Co it was clear that most of their site traffic was coming from mobile devices, so we developed a conversion-focused, mobile-first Shopify Plus store to help Finlay scale their direct to consumer sales. 

The migration needed to be seamless, with our SEO experts working closely with the development team to ensure the store maintained its current organic search positions, whilst also fixing other already existing SEO issues. 

Using the best-in-class practices from both a visual and performance point of view, we created a modern and user-friendly Shopify Plus store that was consistent with Finlay’s branding. To do this, we updated the main menu and enhanced navigation around the site, categorising key products and services along the way.

We updated the product pages and integrated a sleek slide-in-slide-out menu, where prescription and engraving details appear once the product has been selected. This allows the user to continue browsing without interruption. 

Besides the key features, we also built in subtle functions to further enhance customer experience and brand engagement. For example, we implemented a colour swatch feature on all products, so customers can see what each product looks like in the various colours available. And we added a gift card option to the cart page, allowing customers to add personal touches to their gifts. 

We developed and integrated a new Home Try-On functionality, which allows Finlay’s customers to try on a maximum of 4 frames from the comfort of their own home. Again, this strengthens customer experience because it involves less buying risk. So customers can be sure that the product they’re purchasing is the right one for them. This flexible service has proved useful during COVID-19, where customers can no longer visit brick-and-mortar stores.

Finally, Finlay highlighted how inefficient their inventory management and order processing was on their original platform. So, we integrated the omnichannel management solution, Brightpearl. The app reports on customer buying behaviour, profitability by SKU and channel, cash flow and inventory all in one place. 

The Results

Completing the project in record time, we have created an engaging and seamless customer experience that allows Finlay & Co to showcase their beautiful eyewear products innovatively.

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