Getting the shop live without losing your mind
Shopify is remarkable. Not because it's easy — it isn't, not really — but because it's possible. Ten years ago building an ecommerce site cost tens of thousands of pounds and took months. Now a founder can do it themselves, evenings and weekends, for the cost of a monthly subscription.
We chose the Horizon theme. Clean, minimal, product-first. The kind of thing that makes your kit look like it belongs alongside brands that have been doing this for decades.
The hard part isn't the technical setup. The hard part is the copy. Every word on the site is a decision — what do you say, how do you say it, who are you talking to. We rewrote the homepage headline about fifteen times before landing on something that felt true:
The kit was never good enough. So we made our own.
Six words first then the whole brand in a sentence.
The site went live on 22 May 2025. Bank holiday Friday. We sent an email to our waitlist — ten people — and posted a Reel on Instagram. By the end of the weekend we had seven orders and £365 in revenue.
Seven orders. From strangers. People we'd never met who found the brand, liked what they saw, and decided to spend their money on it.
That's not a big number. But it's a real one. And real is everything at this stage.