Allan Woods FlowersE-commerce · Washington DC · 2026

Portfolio / E-commerce redesign

Fifty years of craft in a store that never said so.

Allan Woods Flowers has been designing flowers in Washington DC for more than five decades: weddings, embassies, hotels, somebody's table on an ordinary Tuesday. Their online store looked like none of that. We redesigned the whole thing on Shopify — collections by season and occasion, product pages showing the actual arrangement, same-day delivery with a time slot — and built the content that carries a luxury florist's search.

Client
Allan Woods Flowers
Sector
Luxury florist · Washington DC
Scope
Store redesign, delivery and SEO
Role
Design, build and content
Year
2026
allanwoods.com home page with the «Luxury Flower Delivery in Washington DC» headline over an arrangement of ranunculus and lemons.

01The brief

The arrangement was luxury. The store wasn't.

A florist at this level sells something judged entirely by eye: the arrangement, the colour, the proportion, the flower that came in fresh that week. When the online store does not match, the customer assumes the product does not either — and in a market where a wedding table costs what it costs, that doubt is expensive.

The brief was to redesign the entire Shopify store so that buying felt like the work: large photography, collections that explain themselves, clear prices, and a same-day delivery that can be scheduled without calling the shop.

What decides a flower purchase

  • 01Seeing the actual arrangement, not a thumbnail
  • 02Knowing it arrives today, and in which window
  • 03Understanding what separates one collection from another
  • 04The price, without asking for a quote
  • 05Being able to commission something for an event
  • 06Trusting that whoever makes it knows how

Our role

A full redesign on the Dawn theme, collection architecture, product pages, delivery scheduling, an appointment path for consultations, and the content and SEO strategy behind the blog.

02Architecture

Three ways to buy the same flower.

People buying flowers are not all buying the same thing: a bouquet for today, an event three months out, a subscription that stops the deciding. The store separates the three.

01 · Buy today

Collection, price, delivery.

Ten collections by season and occasion — summer, spring, mixed, single variety, orchids and plants, roses, sympathy, best sellers — with big photography and the price in view. The purchase closes without talking to anyone.

02 · Commission an event

Consultation is a service, not an email.

Weddings, corporate events and floral consulting get their own section and an appointment request. A wedding arrangement is not sold with an add-to-cart button: it is sold in a conversation, and the store books it.

03 · Subscribe

Flowers that come back on their own.

The monthly subscription turns the spike of the calendar dates into recurring revenue. It is the least visible collection and the one that changes a florist's business most.

03The idea

What this redesign had to settle.

Nobody buys a flower for the description. They buy it for the photograph.

In this category the copy accompanies; it does not sell. The decision happens when someone sees the arrangement large enough to make out the flowers and realises they are looking at work, not a supermarket bunch.

So the redesign is ordered around the image: full-bleed photography on the home page, collections you browse like a printed catalogue, and an interface that gets out of the way. Everything else — price, delivery window, button — has to be where the hand already expects it.

SeeChooseReceive

04The system

From the catalogue to same-day delivery.

A flower shop has a constraint others do not: the product dies. These are the pieces that get what sells today out the door today.

  1. Shopify · Dawn theme

    Store and catalogue

  2. Delivery slots

    Order date and window

  3. DC delivery

    Same-day fulfilment

  4. Consultation booking

    Weddings and events

  5. Mailchimp

    Email and repeat orders

  6. SEO and content

    Local search and blog
  1. 01

    Enter by collection

    Season or occasion: summer, spring, roses, orchids, sympathy. The collection is the door, because that is how a flower gift is thought about.

  2. 02

    Look at the arrangement

    Each piece with a name of its own — Summer Sherbet, Alsace Afternoon, Farmers Market — its large photograph and its from-price. The name turns a bunch of flowers into a signed piece.

  3. 03

    Pick the date

    Delivery scheduling is settled inside the purchase: which day it arrives and in which window. That is the question that used to reach the shop by phone.

  4. 04

    Pay

    Shopify checkout, with the order already tied to its delivery date. No confirmation emails about timing, no back and forth.

  5. 05

    Out for delivery

    The order joins the day's fulfilment flow: made up, routed and delivered across the Washington DC area.

  6. 06

    Or book a consultation

    For a wedding or an event, the path is different: request an appointment, meet the design team, receive a bespoke proposal.

  7. 07

    Come back for the content

    The blog answers what people ask before ordering — what makes a design designer-level, which flowers to send for sympathy, why farm-fresh flowers last longer — and every article arrives through search.

  8. 08

    Stay

    Monthly subscription and email: the shop stops depending on Valentine's and Mother's Day to have a full year.

Ten collections · same-day delivery · two ways to buy

05SEO and content

Show up when someone needs flowers today.

A local florist competes with the big delivery aggregators. The advantage is answering what they cannot: judgement.

Local

Washington DC florist.

Metadata and copy written around the city and the service — same-day delivery, luxury florist, wedding flowers in DC — because that is the query someone types with a date closing in.

Authority

The blog explains the craft.

What makes a floral design designer-level, which flowers suit a loss, what each wedding flower means, what farm-fresh actually is: content only fifty years of doing it can write.

Season

The calendar runs the year.

Spring and summer collections, holiday centrepieces, gifting dates. Content and catalogue move together, which is how a florist's year actually works.

06The store

What is published.

Figures from the store, not from campaigns: what a customer can browse today on allanwoods.com.

10
Collections by season and occasion
50+
Years of craft the store had to show
2
Paths: direct purchase or consultation
1
Day: same-day delivery across the DC area

07Visual system

The colour comes from the flower.

Sage

The brand's photographic ground

HEX
#A8B29E
RGB
168 · 178 · 158
Deep sage

Legible accent in text

HEX
#4C5B44
RGB
76 · 91 · 68
Ink

Store copy and buttons

HEX
#121212
RGB
18 · 18 · 18
Cream

Bands and dividers

HEX
#F0F1E7
RGB
240 · 241 · 231
Body grey

Descriptions and prices

HEX
#6B6B62
RGB
107 · 107 · 98

08Typography

A serif that signs, a sans that stays out.

Headings and arrangement names

Lora

Aa Bb Cc — 0123456789

Regular 400 · Medium 500 · SemiBold 600

Prices, product pages, checkout

System sans

Aa Bb Cc — 0123456789

Regular 400 · Medium 500

Collections and labels

Sans · small caps

Aa Bb Cc — 0123456789

SemiBold 600

H1

Luxury Flower Delivery in Washington DC

clamp(32–54) · -1% · 500
H2

Shop By Collection

clamp(24–38) · 0 · 500
Product

Alsace Afternoon · From $175.00

clamp(16–20) · 0 · 600
Body

Elegant, same-day arrangements handcrafted by expert designers, delivered across the Washington DC area.

15 / 25 · 0 · 400
Label

Summer Collection · Sympathy · Roses

12 / 16 · 10% · 600

09The store

Big photography, quiet interface.

Allan Woods Flowers home page with the headline over an arrangement of yellow ranunculus and lemons.
01 · Home

The arrangement full-bleed, the promise in two lines and a single button. The interface steps aside so the flower does the work.

Product grid with Alpine Meadow, Summer Sherbet, Sea Salt, Alsace Afternoon, Farmers Market and Strawberry Fields, with prices.
02 · The catalogue

Every arrangement with its own name, photographed on the brand's sage ground, with its from-price. A catalogue you browse like a magazine.

«Shop By Collection» section with the store's collections.
03 · The collections

Season and occasion as the way in: summer, spring, mixed, single variety, orchids, roses, subscription and sympathy.

«Our Services» section with weddings, events and floral consultations.
04 · The services

Weddings, events and consulting: the path for what does not fit in a cart, with its appointment request.

Allan Woods Flowers store on a mobile screen, with the featured arrangement and the collection link.
05 · The store on a phone

A flower gift is bought in a hurry and from a phone: the collection, the price and the delivery date fit in one hand.

10The outcome

A store that looks like the work.

allanwoods.com is live with the store redesigned on the Dawn theme: collections by season and occasion, arrangements with names and photography of their own, schedulable same-day delivery, a monthly subscription, consultation appointments for weddings and events, and a blog answering what people ask before commissioning flowers.

What changed is not the catalogue — they were already making those flowers — but that the site now shows it: someone arriving in search of a Washington DC florist sees design work, not a list of bouquets. The rest is keeping the content going, which in this category is what separates a florist from a delivery aggregator.

Stack

  • 01Shopify · Dawn theme (V1)
  • 02Collections by season and occasion
  • 03Delivery scheduling by time slot
  • 04Appointments for weddings and events
  • 05Mailchimp · email and repeat orders
  • 06Google Analytics · Meta Pixel
  • 07Blog with craft content
  • 08Lora · the store's typeface

What this case does not claim

No sales, conversion or ranking figures: those live in the client's Shopify admin and Search Console, and we do not publish numbers we have not measured. What is shown is the store as it stands today, which anyone can check by opening it.

More work

If your product is judged by eye, your store is part of the product.

Flowers, jewellery, pastry, bespoke furniture: when what you sell is craft, a mediocre store discounts it before anyone asks the price. Redesigning it is not decoration — it is stopping the site from contradicting the work.

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