Work / Timothy De Clue Collection

Case study · Shopify store redesign

Timothy De Clue Collection Heirloom glass, given a store to match.

Hand-blown glass ornaments, designed in Seattle and made by family-owned workshops across Europe. We rebuilt the store so it shops the way Timothy merchandises: every page dressed like a scene.

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Client
Timothy De Clue Collection
Industry
Collectible glass ornaments
Based in
Seattle, Washington
Scope
Redesign and custom theme
The redesigned homepage: a glass clip bird on a lit tree, with the headline Heirlooms for the tree, made to be kept.
The same homepage on a phone.
The brief

A collection that sells on detail needed a store that slows you down.

Timothy learned to sell with objects in the display windows of Robinsons May and Meier & Frank. His ornaments are released once, in small runs, and collectors come back every year for the next piece.

So the store had two jobs. Let the glass carry the page, with photography large enough to see the brushwork. And organise three seasons of pieces so a collector can find this year’s clip bird in two taps.

“It’s not just design. It’s a lifestyle.” Timothy De Clue, designer and founder

Before and after

Same store, new shop floor.

The store as it was, and the redesign, captured at the same screen size. Drag the handle to compare.

After: the redesigned homepage.
Before: the homepage before the redesign.
BeforeAfter

Homepage, top of the page.

Inside the store

Four templates, one voice.

Scroll through each page from top to bottom, or open it full size.

Full homepage: hero, seasonal collections, Halloween feature, collector favourites, how a piece is made, wholesale and reviews.

Homepage

Opens on one ornament, full bleed, lit the way it would hang on a tree.

  • Christmas, Halloween and Easter as three doors in
  • How a piece is made, in three steps
  • 1,391 collector reviews, up front
  • A wholesale section for retailers
On the phone

Every template, thumb-sized.

Same photography, same order of things, rebuilt for one hand.

Homepage on mobile, full length.
Homepage Hero, seasons, favourites
Collection page on mobile, full length.
Collection Shop by type, then filter
Product page on mobile, full length.
Product page Swatches within thumb reach
Our Story page on mobile, full length.
Our story Timeline, stacked
Design language

Old-world type, a shop-floor palette.

An engraved display face, a Garamond italic for the moments that should feel handwritten, and a clean sans for everything you need to read quickly.

Collection 2026
Heirlooms for the tree, made to be kept.

Glass ornaments designed by Timothy De Clue in Seattle, blown and painted by hand in family-owned workshops across Europe.

Marcellus Headings
EB Garamond Italic accents
Jost Body and interface
Plaster#F1EBE1
Paper#FAF7F2
Brass#85672F
Ink#1C2420
Umber#1E1915
Interface kit

The pieces the language is built from.

Every component below is a screenshot of the build, not a mockup. Same type, same square corners, same hairline rules, whether it is a badge or the whole bag.

A solid ink button reading Add to bag, $49.
A cream button reading Shop Collection 2026, used over photography.
A ruled text link reading Shop all pieces, with an arrow.
Three ways to askInk for the action that matters. Cream for the same button when it has to sit on photography. A ruled text link for everything secondary. Square corners and letter-spaced caps throughout, so a two-word label still reads as a button.
The bag drawer: two line items with quantity steppers, a subtotal, a checkout button and the wallet buttons.
Bag drawerThe bag opens over the page rather than taking you off it. Each line carries the material and where it was made, because that is what the collector is paying for. Checkout and the wallet buttons stay pinned to the bottom.
The navigation drawer with Christmas expanded into its nine sub-collections.
Navigation drawerChristmas alone runs to nine sub-collections, so the drawer expands in place instead of sending a shopper to a landing page to choose again. Halloween, Easter and the story sit below, closed.
A product card for the Plum Starling Clip Bird with an Exclusive badge, the price and an Add to Bag button.
Product cardBadge, photograph, name, price, Add to Bag. Every ornament is shot on white against a plaster ground, so the card needs almost no styling of its own to hold the grid together.
Three badges: Exclusive, Only 4 left, and Set of 6.Five brass stars beside a 5.0 score and a link to three reviews.
Badges and ratingThree states worth flagging on a small run: exclusive to the collection, nearly gone, or sold as a set. The rating sits under the product name in brass, the one place the accent is used at this size.
Search, account and bag icons, with a count of two on the bag.
Header iconsSearch, account and bag, drawn at one stroke weight so they sit beside an engraved wordmark without competing with it. The bag carries a live count.
Eight image swatches, each a photograph of a different bird in the same series.
Image swatchesCollectors know a piece by sight long before they know its name. So the variant picker on a series is a row of photographs, and switching between birds feels like moving along a shelf.
The shop-by-type row: nine picture tiles, one for each ornament type.
Shop by typeNine picture tiles, not a dropdown. Each one is a photograph of the ornament type, so the filtering happens by eye and before the grid starts rather than halfway down it.
The search overlay: popular searches, collections with counts, and a trending row of ornaments.
Search overlaySearch takes the full width and opens on something to look at. Popular terms, the collections with their counts, and a trending row, so an empty box still gives a collector somewhere to go.
In the client’s words

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.

Timothy De Clue
Timothy De Clue Designer and founder, Timothy De Clue Collection
Review on the Shopify Partner Directory
What we built

The work, at a glance.

  • Custom Shopify theme
  • Seasonal navigation
  • Shop-by-type collection filters
  • Image swatches for product series
  • Collector reviews
  • Brand story timeline
  • Wholesale enquiry section
  • Preorder announcement bar
  • Holiday pop-up details
  • Mobile templates

Is your store as good as what you sell?

Tell us about your brand and your current store. We will show you what we would change first.

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