Shopify
Golden Avenue
A niche gift shop built around how people actually buy for older relatives: by recipient, occasion, and interest.
- Client
- Golden Avenue
- Year
- Ongoing
- Stack
- Shopify · Liquid · CSS
- Navigation paths
- 15+
- Platform
- Shopify
- Focus
- Gift ecommerce
goldenavenue.co.uk
The challenge
Most gift sites organise by product type. Golden Avenue's customers shop by person and occasion, looking for the right gift for Nan's birthday, a retirement present, or something for a gardening-mad grandad.
The approach
The store navigation was rebuilt around how people think when buying: recipient, milestone birthday, occasion, and interest, with warm, approachable branding that appeals to the buyer, not just the recipient.
Key decisions
Results
- •Store structure that mirrors real gift-buying behaviour
- •Reduced browsing friction for a niche, intent-driven audience
- •Flexible homepage sections for seasonal merchandising
- •Shopify theme designed and coded for long-term catalogue growth
My role
- •Store design
- •Shopify theme development
- •Navigation & catalog UX
- •Homepage and collection templates
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