Cashmerette

A unified catalog that brings together sewing patterns, classes, a blog, and a club.

The Challenge

Cashmerette has built an incredibly loyal community over the last decade with sewing patterns and educational resources designed to help customers fit their curves. When they came back to Aeolidia for a redesign, they needed the site to reflect how much the brand had evolved, especially since launching their membership club. Cashmerette Club was a big success, but their offerings had expanded dramatically, and the catalog needed a complete restructure so both members and non-members could easily discover what was member-only, what was available to everyone, and how to join. Visually, the brand was also ready to shift from a “crafty sewing site” to something more fashion-forward and editorial that highlights the sophisticated designs and thoughtful educational content that sets them apart.

Our Approach

We approached this as a full experience rebuild, not a simple theme update. Using an in-depth brief, we redesigned Cashmerette’s site to unify patterns, membership, and educational resources into one connected experience. The north star was an integrated catalog where customers could browse all of Cashmerette’s designs together, with clear cues for what’s available à la carte, through membership, or in books. We refined navigation and key landing pages to make discovery feel effortless, then introduced a more fashion-forward, editorial look with flexible hero layouts. On the technical side, we built scalable components, including a reusable sizing calculator and metafield-powered product content.

Our Roles

Visit the website

Animated GIF highlighting a sewing pattern company’s custom Shopify website update, showing redesigned navigation, collection browsing, and product pages with improved filters and a smoother shopping flow. — When you land on the new Cashmerette homepage, it’s immediately clear where to begin. The page is full of useful entry points, but it never feels crowded, just guided, intentional and easy to scan. New patterns take center stage, with calls to action that help customers get where they want to go.

A big goal for this redesign was helping Cashmerette feel less “crafty” and more fashion-forward. We updated the visual language to feel cleaner and more editorial, with imagery that takes cues from modern apparel brands rather than traditional sewing sites.

Instead of a single wide banner, the new hero area can feature one landscape or two portrait images paired with clear calls to action that can change with each new product release.

Custom shopify web page featuring updated sewing pattern products with clear callouts and filters. — Collection pages now feature stronger filters and clearer language, with simple cues that distinguish Club content from patterns available to everyone.

From there, the experience updates automatically based on the customer. Club members can download patterns right from the product page. Some members will see a prompt to upgrade. Non-members will see an invitation to join the Club with a direct sign-up link. Wholesale customers also see a tailored version of the site.

Discovery was such an important goal of this project so we built custom mega menu functionality rather than relying on built-in options. Our goal was to make it effortless for customers to browse and just as effortless for the Cashmerette team to curate how everything shows up, from editorial content to product details.

We also added helpful callouts in the menu, like a reminder that patterns are available up to size 32, so Cashmerette’s values are visible in everyday moments.

The menu helps position the brand as more style-forward and editorial. We included familiar clothing-site categories like garment type and occasions alongside sewing-specific categories like skill level and pattern format.

Mobile view of sewing pattern product page, featuring detailed charts and many images of each product. — Behind the scenes, we built the product pages to handle Cashmerette’s growing catalog without creating extra work for their team. Detailed pattern information is pulled in automatically so that all products appear consistent and are easy to update across a large catalog.

The product pages have accordion menus, showcase product feature icons, and make it clear exactly what the customer is buying. They can prompt non-members to join the membership club.

“We upgraded the base theme to Shopify’s new theme block structure—pivotal for giving Cashmerette the control they needed to adjust and update all the all the accordions and tables on the product page,” says Iran Mateu, developer for the new website. Cashmerette now has custom control over what appears in the product page, consisting of over 50 metafields and over 15 metaobjects.

Custom size calculator showing a group of women wearing handmade clothes and a calculator tool that helps customers find their size. — Fit is at the center of the Cashmerette brand and Aeolidia had previously built a sizing calculator that recommended not only the correct size but also specific pattern adjustments based on body measurements. This calculator had proven to be so useful for shoppers that our developers upgraded it from a home page section to a reusable template block that could be added to any page on the site.

Fashion sites have social proof of customers wearing their clothes, so we created space for both written testimonials and customer photos, so real people can share how much success they had working with Cashmerette patterns. These “user makes” inspire and link directly back to products to encourage shopping.

As an additional upgrade that reinforces Cashmerette’s fashion branding, we also incorporated merchandising strategy from fashion ecommerce sites, including recommending patterns that help shoppers discover complementary items. You’ll see clear visual storytelling, fit help, reviews, and gentle nudges to keep exploring, like “Make it an Outfit.” Helpful resources are also right there, with links to tutorials and blog posts, plus customer quotes and photos that help shoppers feel ready to start sewing.

A mobile screenshot of Cashmerette's education tools, like the club, patterns, books, and classes.

Cashmerette customers can always expect great educational resources and content, so we wanted them to see that on the website right away. Classes, sew-alongs, tutorials, and fit guidance are woven into the shopping experience, so customers can find help while they’re browsing instead of needing to go hunting for it.

We also added custom, hand-drawn icons throughout the site, including details like a curvy tape measure which highlights the brand’s values. These small moments bring personality to the design and make the experience feel unique to Cashmerette, while still looking polished and confident.

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With this custom redesign, Cashmerette’s new website connects patterns, membership, fit guidance, and learning resources into one cohesive ecosystem, wrapped in a confident, fashion-forward design.

“I have been astonished at the customer reception—not only has the reaction been 100% positive, but we have had people going out of their way to give us positive feedback. We’ve had emails, dozens of messages, blog comments, DMs and more, all of people having the very highest positive feedback for the look and usability of the site. Aeolidia’s excellence in execution and understanding our needs deeply has delivered a really great result.”