STONEGLOWDIGITAL

Case study · 2025

Premium ecommerce — Shopify, custom commissions

Fetch & Form

A keepsake brand built to match the craft of the object

A premium Shopify build for an artisan studio forming sculpted dog busts and keepsakes. Paced like a gallery, structured like a shop, and true to the loyalty of forever.

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The Fetch & Form homepage — a ceramic dog bust named Zeus on a desk under the line 'Loyalty, kept close.'

01Brief

Fetch & Form make a quiet, deeply personal object. Their previous site was selling them short — fast enough, but visually noisy and structurally confused around their two routes to purchase: ready-to-ship pieces, and custom commissions that begin with a breed and a photograph. The brief was to give the work the room it deserved and to make commissioning feel like a conversation, not a checkout.

Scope

  • Shopify storefront design & build
  • Breed discovery system
  • Custom commission flow
  • Product photography direction
  • Performance & SEO foundation
  • Studio handover & training

What mattered

  • The object given room to speak
  • Commissioning that reads like a conversation
  • Mobile as considered as desktop

02Approach

Quietly, deliberately, in order.

  1. 01

    We rebuilt the storefront around the object. Product photography sits in generous space, on warm tonal grounds, with type that lets the form speak first. Nothing competes.

  2. 02

    Breed discovery was the structural unlock. We replaced a long alphabetical list with an editorial index that respects how people actually search — by silhouette, by group, by remembered name. A Cavoodle is found in seconds, and a less common breed never feels like a dead end.

  3. 03

    Custom commissions follow a deliberate, four-step rhythm: choose the form, share the dog, confirm finishes, place the deposit. Each step is its own page; the wait is named honestly; the studio's voice carries throughout.

  4. 04

    We held to a strict performance budget on a Shopify build. Theme code is hand-written, third-party scripts are gated and lazy, and product imagery is served at the right size and format every time. Mobile feels as considered as desktop.

03Selected screens

Fetch & Form custom commission page — a black dog beside its ceramic bust under 'Your dog. One of one.', with a waitlist form
Fetch & Form product page for a Staffordshire Bull Terrier II bust, with size, finish and name-plate options
Fetch & Form 'Find your breed' section — three browse-by-size cards of ceramic dog busts on plinths
Fetch & Form 'Our Inspiration' page introducing Darcie, the rescue dog behind the brand

04Outcome

Trust is the work.

  • 01Two routes to purchase, each on its own clear path, so ready-to-ship pieces and custom commissions never compete for attention.
  • 02A breed index built for how people actually browse, so an uncommon breed never feels like a dead end.
  • 03A commission flow that names the wait honestly, so customers arrive ready for it rather than surprised by it.
  • 04A hand-written theme held to a strict performance budget, so mobile reads as considered as desktop.

The clearest signal is qualitative: customers now reach the commission form already understanding the process and willing to wait — which is exactly what custom work needs.

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