Case Study
Bonnie Clary Tipton has grown 660+ iris varieties at PetalsWings since 2001. She had a Shopify store — but a stock Dawn theme wasn't telling her story, building her brand, or converting the serious collectors who were looking for exactly what she grows.
The Challenge
Bonnie has grown 660+ iris varieties since 2001 — a 20+ year family farm with a real story, a distinct voice, and a collector following that rivals specialty nurseries twice her size. A stock Shopify layout communicated none of it. The site felt generic because it was.
A custom storefront built around PetalsWings' personality — the farm's warmth, Bonnie's voice, and a visual identity worthy of the catalog she's spent two decades growing.
The old site offered basic collection categories. Serious iris collectors search by color, bloom time, height, fragrance, and class — and they'll leave a store that can't surface results that way. Bonnie's depth of catalog was her advantage. The site wasn't using it.
A full filter and tagging system — color, bloom time, height, fragrance, iris class — so collectors can narrow 700+ varieties down to exactly what they're looking for in seconds.
PetalsWings had a logo and a presence — but no typographic voice, no visual hierarchy, no consistent system across the store, social, and packaging. The brand recognition Bonnie had built in the collector community wasn't translating to the digital experience.
A complete brand evolution — refined logo, color system, typography, and voice guidelines applied consistently across every page, product, and touchpoint of the store.
The iris collector community is passionate and seasonal — they shop once a year, but they'll spend all year reading about varieties, planting guides, and farm updates if there's somewhere to do it. The old site had no blog, no guides, no community layer.
Guides, a "Dear Gardeners" blog from Bonnie, and a Community section — so PetalsWings becomes the destination for iris enthusiasts year-round, not just at order time.
Standard Shopify product titles, no schema markup for plant data, minimal content targeting variety-specific searches. Collectors typing "Tall Bearded iris fragrant reblooming" weren't finding PetalsWings — even though Bonnie grows exactly what they're looking for.
Variety-specific product pages, plant schema markup, and long-form content targeting the searches serious collectors actually make — putting PetalsWings in front of exactly the right buyers.
A stock Shopify Dawn theme. No filtering, no brand voice, and a catalog depth that deserved far more than a generic template.
Homepage A custom Astro store built around Bonnie's voice — with full-catalog filtering, a content ecosystem, and a brand that matches 20+ years of growing.
Homepage 
Shop 
About The Scope
A refined logo, full color system, typographic voice, and brand guidelines — built on PetalsWings' existing identity but fully expressed for the first time across every touchpoint.
BrandA purpose-built store powered by Shopify — replacing the stock template with a fast, fully custom experience built for Bonnie's catalog and brand.
E-commerce660+ varieties tagged by color, bloom time, height, fragrance, and iris class. Collectors filter to exactly what they want — no scrolling through pages of unrelated varieties.
E-commerceA photography system capturing each variety at peak bloom — optimized for web and structured for search engine discovery and social sharing.
ContentVariety-specific product pages and long-form content targeting the exact searches serious iris collectors make — putting PetalsWings in front of the right buyers.
SEOSeasonal content from Bonnie — growing tips, farm stories, planting guides, and a Community section that keeps iris enthusiasts engaged year-round, not just at buying season.
ContentThe Result
PetalsWings now has a store and brand as alive as what Bonnie ships. Customers comment on the website constantly — it's become a real part of the farm's identity.
The mechanics behind a specialty store that finds the right collectors.
Based on verified +120% organic traffic growth, collector order patterns, and specialty variety pricing — conservative estimate assumes baseline conversion only.
The traffic lift is already verified. This is what it means in revenue at baseline conversion — new collectors finding PetalsWings for the first time, buying one collection.
Catalog SEO compounds as variety-specific pages get indexed. Collectors who find exactly what they're looking for order more, and return for next season.
Community drives year-round engagement, the blog turns first-time buyers into annual collectors, and rare variety searches command premium pricing from dedicated enthusiasts.
The +120% traffic lift is already in the books. The catalog depth Bonnie built over 20 years is the compound interest — it keeps paying as more variety-specific pages get indexed and discovered.
Our store launched and the experience felt boutique from day one. Customers comment on the website constantly. It's become a real part of our brand identity.
We listen first, pitch never.
Tell us where you're headed — we'll show you how to get there. No long contracts, no hidden fees.
