Case Study · Fragrance & Beauty · New Store Build

A luxury fragrance brand
launched on Shopify
built to make an impression.

7 Stars Fragrances came to us as a new business with a strong product line and an ambitious brand vision. We designed and built their complete Shopify store from scratch crafting a luxury fragrance eCommerce experience that communicates quality, evokes the sensory world of perfume, and converts new visitors into first-time buyers.

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New
Business built from scratch
Luxury
Fragrance & beauty
2.0
Shopify 2.0 custom theme
Live
Launched on schedule
Live Store Preview

The finished store, live on Shopify

A warm, parent-focused storefront built for mobile designed to match the quality and care of every Bubbaroo product. Desktop and mobile views of the redesigned store.

Visit 7starsfragrances.com
7 Stars Fragrances desktop
7 Stars Fragrances mobile
About the brand

A new fragrance brand built around the art of scent

7 Stars Fragrances is a new fragrance and beauty business with a product line built around quality ingredients, distinctive scent profiles, and the belief that luxury fragrance should be accessible. Starting from scratch, the brand needed a digital home that could do justice to the sensory nature of its products communicating warmth, sophistication, and brand character to first-time visitors who cannot smell the product before they buy.

Selling fragrance online requires a very specific type of Shopify store. The products cannot speak for themselves through touch or scent every buying decision is made on the strength of imagery, copy, scent note descriptions, and the overall brand atmosphere the store creates. The store is not just a shop. It is the sensory experience the product itself cannot directly provide online.

Our brief was clear: build a Shopify store that communicates the quality of the 7 Stars Fragrances product line, makes scent profiles accessible and compelling, and gives a new business the credibility and polish of an established fragrance brand from day one.

7 Stars Fragrances screenshot Homepage - Embelliv.com
What shapes the build

Four things that defined every design decision

Fragrance eCommerce has its own specific requirements. Before designing a single page, we identified the four facts about 7 Stars Fragrances that would inform every decision from typography to product page layout.

01
Fragrance is a sensory product sold through storytelling
Perfume buyers cannot smell before they buy online. Every purchase decision is made based on scent note descriptions, brand atmosphere, imagery, and the emotional story the product tells. The store had to communicate the full sensory experience of the fragrance through design, copy, and product presentation — not just list SKUs and prices.
02
A luxury positioning that had to earn its credibility
A new fragrance brand claiming a luxury positioning needs every detail of its online store to justify that claim from the typographic choices and colour palette through to the quality of product imagery presentation and the smoothness of the buying experience. Generic templates erode luxury credibility. Custom design builds it.
03
Rich product data — scent notes, concentration, longevity
Fragrance buyers want to know top, mid, and base notes; concentration (EDP, EDT, extrait); longevity and sillage; inspiration and mood. The store needed structured product data architecture — custom metafields for scent profiles displayed in a way that informed the buying decision rather than overwhelming the product page.
04
Built to grow a product catalogue over time
New fragrance brands typically launch with a focused range and expand as they grow. The store architecture needed to accommodate a growing catalogue new scents, new concentrations, new size variants, and potentially gifting and discovery set products without structural changes to the theme.
The challenge

Selling scent online means the store does all the work

Fragrance eCommerce is one of the most UX-demanding retail categories online. These were the four core challenges we resolved to build a store that could sell 7 Stars Fragrances effectively from day one.

Brand
Communicating luxury without physical cues
A luxury fragrance store cannot rely on the product to sell itself scent, texture, and presentation are all absent from the online experience. The design, imagery treatment, typography, and copywriting had to carry the full weight of the brand's luxury positioning and build purchase confidence without the buyer ever holding the bottle.
UX
Translating scent profiles into buying decisions
Fragrance note structures top, mid, base; concentration; longevity; mood and occasion are the primary information a buyer uses to make a scent-blind purchase decision online. Presenting this information in a way that was accessible and compelling without overwhelming the product page required careful UX thinking at the product template level.
Trust
Building purchase confidence for a new, unknown brand
A new fragrance brand has no existing reviews, no press mentions, and no word-of-mouth equity. Buyers considering a first purchase from an unknown brand need reassurance signals built into the store satisfaction guarantees, clear returns policies, brand storytelling, and the quality of the store experience itself as a proxy for product quality.
Growth
Flexible architecture for a growing product range
Fragrance brands evolve their range continuously new scents, new sizes, concentration variants, discovery sets, and seasonal editions. Building a rigid theme that required developer involvement to add each new product type would become an operational bottleneck. The Shopify 2.0 architecture needed to accommodate growth without structural rebuilds.
Our approach

From scent brand brief to live store, built with intention

We approached 7 Stars Fragrances as a premium creative brief every phase of the project driven by the goal of building a store that would make customers want to buy a fragrance they had never smelled. From discovery through to launch, intentionality was the standard we held every decision to.

Phase 01
Discovery & Brand Immersion
A structured discovery process to understand the 7 Stars Fragrances brand in full: the scent philosophy behind each fragrance, the target customer profile, the mood and occasions the brand serves, visual and brand references, and the tone of voice the store should project. From this, a detailed creative brief was written establishing design direction, product data structure, and UX principles before any design work began.
Phase 02
Product Data Architecture & Scent Profile Structure
Before design began, we defined the complete Shopify metafield structure for fragrance product data: top, mid, and base notes; fragrance family; concentration; longevity and sillage ratings; occasion tags; inspiration story. This data architecture was designed to power rich product page templates without developer involvement for each new scent added giving the 7 Stars team full control of their product information from the admin panel.
Phase 03
Visual Design Luxury Fragrance Aesthetic
Full visual design across all key templates homepage, collection page, product page, and editorial content pages informed by the luxury fragrance aesthetic: dark, atmospheric colour palette; generous whitespace; editorial typography with strong hierarchy; high-impact hero imagery; and a product page layout that made the scent profile as central as the product photography. Desktop and mobile designs developed simultaneously for full parity across devices.
Phase 04
Shopify 2.0 Theme Development
The custom Shopify 2.0 theme was built on a staging environment accessible throughout development. Flexible sections and blocks gave the team editorial control over homepage layout, collection presentation, and promotional content without developer involvement. Custom metafield display rendered the scent profile data note pyramids, fragrance family badges, longevity indicators cleanly and consistently across every product page. Clean, well-documented Liquid code built for long-term maintainability.
Phase 05
App Integration, Trust Signals & Pre-Launch Setup
Core integrations configured and tested before launch: Klaviyo email marketing with welcome flow and abandoned checkout sequences; Judge.me reviews configured to collect from the first customers; satisfaction guarantee and returns policy display built into product page templates; Google Analytics and Meta Pixel event tracking verified. Product catalogue fully populated and reviewed. Pre-launch QA across devices and browsers. Core Web Vitals pass completed before launch authorisation.
Phase 06
Launch & Post-Launch Support
Store launched on schedule with active monitoring through the first 48 hours of live trading. Post-launch support covered any issues discovered during the opening weeks, and the 7 Stars Fragrances team received full admin training product management (including adding new scents with full metafield data), collection updates, discount and promotion setup, and order processing workflows.
Key highlights

Four things that made the biggest difference

The finished 7 Stars Fragrances store is a luxury fragrance eCommerce experience built to communicate brand quality, translate scent profiles into purchase decisions, and launch a new business with the credibility of an established brand.

01 - Design
Luxury fragrance aesthetic across every template
Every visual decision the dark atmospheric palette, editorial typographic hierarchy, generous whitespace, and high-impact product photography treatment was made to project the luxury fragrance brand identity consistently across every page. The store looks and feels like an established luxury fragrance brand from the first visit.
02 - Product UX
Scent profiles that inform and convert
The fragrance product page was designed around the buyer's journey: sensory hero imagery first, then scent note pyramid with top, mid, and base notes clearly presented, then concentration and longevity, then social proof and purchase. Structured metafield data powers every product page consistently adding a new scent requires no developer involvement.
03 - Trust
Purchase confidence built into the store architecture
For a new brand selling online, trust signals are not optional they are structural. Satisfaction guarantees, clear returns policies, secure checkout reassurance, and review infrastructure were built into the store from launch so 7 Stars Fragrances could build social proof from the very first customers rather than retrofitting it later.
04 — Architecture
Built to grow a fragrance range without rebuilding
Shopify 2.0 flexible sections, a comprehensive scent metafield structure, and clean theme code mean 7 Stars Fragrances can expand their range new scents, new sizes, discovery sets, gifting collections without developer involvement or structural changes to their store.
Zero
Legacy constraints built fresh from the ground up
2.0
Shopify 2.0 flexible, scalable architecture
Rich
Scent profile metafields notes, family, longevity
Live
Launched on schedule ready from the first visitor
Store screenshots

Click any screenshot to enlarge. Replace the placeholder images with your own page screenshots - homepage, product, collection, or any key page.

7 Stars Fragrances full view Homepage — Full view
Product Page Product Page
Brand Collection Brand Collection
Mobile / Cart Mobile / Cart
Technology used

Built on the right foundation

Every technology decision was made to support the luxury fragrance brand experience performance, flexibility, and long-term maintainability so the 7 Stars team can grow their range and their business without needing a rebuild.

Shopify
Shopify chosen as the ideal platform for a new fragrance DTC brand best-in-class checkout experience, excellent beauty and fragrance app ecosystem, and a management interface the 7 Stars team can operate fully independently from day one.
Shopify 2.0 Custom Theme
A fully bespoke Shopify 2.0 luxury fragrance theme designed around the 7 Stars brand identity, with flexible sections and blocks for editorial content control, clean Liquid code, and a visual system that communicates premium quality across every device.
Fragrance Metafield Architecture
Shopify native metafields configured specifically for fragrance product data top, mid, and base notes; fragrance family; concentration (EDP, EDT, extrait); longevity and sillage; occasion tags; and scent inspiration structured for rich product page display and admin-manageable without developer involvement.
Klaviyo Email Marketing
Klaviyo integrated and configured from day one email capture with fragrance discovery lead magnet, welcome sequence introducing the brand story and hero scents, and abandoned checkout recovery tailored to fragrance purchase psychology.
Judge.me Reviews
Review collection configured and styled fragrance-specific review prompts (notes accuracy, longevity, occasion fit) set up from launch, ready to build the social proof and scent verification that fragrance buyers rely on when purchasing without the ability to smell first.
Core Web Vitals Optimisation
Pre-launch performance pass ensuring the store launched with strong Core Web Vitals scores critical for a luxury brand where a slow or janky experience directly undermines the premium positioning. Image optimisation, lazy loading, and efficient script loading built in from the start.
Client Reviews

What our clients say about working with us

View all on Shopify
★★★★★

"Axis Web Art developed our website. They are easy to work with, thorough, and responsive. We have been very happy with their service."

GL
Garrett Leather
Roberta Sand, Marketing Director
★★★★★

"Great work, they know how to change your theme effectively without any issues. Fixed a few tiny issues moments after identifying them. Always a pleasure to work with this team of highly skilled players."

TC
Timothy
Founder, Timothy De Clue Collection
★★★★★

"We crafted a soothing online shopping experience for Bubbaroo, a leading Australian baby sleep bag brand. Our Shopify store design and development focused on safety, comfort, and parent peace of mind."

BU
Bubbaroo
Nicole Cassey, Founder
★★★★★
5.0 / 5.0 on Shopify Partner Directory 37 verified reviews
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02
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03
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04
Support & Maintenance
Ongoing expert support to keep your Shopify store performing at its best new features, product catalogue updates, performance monitoring, and priority issue resolution.
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Launching a new fragrance or beauty brand on Shopify?

The store you launch with is the first impression your brand makes. For a fragrance brand, where the product cannot sell itself online, that first impression is everything. Tell us about your brand and your vision we will build a Shopify store that makes customers want to buy a scent they have never smelled.

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