Aeolidia to the rescue!
Wings Hawai’i was started by best friends Samantha Howard and Melody Torres in their college dorm room. Initial sales of their eco-conscious, hand-crafted clothing and jewelry took off, leading to wholesale orders, craft fairs, boutique sales, and plenty of press coverage. After graduation, they opened a successful brick and mortar retail store, but the Aloha vibe that sparked in-store sales wasn’t being reflected in their online shop. Samantha told us:
“I think that our site is hard to navigate and we are not translating well the fact that our goods are made by hand. I feel like the fact that we are hand-making our goods is lost in our site and one of the reasons our brick and mortar is so strong.”
All of their items are handmade in the Wings Hawai’i workshop on Maui’s North Shore by local artisans using sustainable materials, and they wanted a new e-commerce website that would clearly show that. They also needed to attract more online visitors and convert those visitors into paying customers. We were up for the challenge!
Aeolidia to the rescue!
The business personality of Wings Hawai’i is rooted in mindfulness, eco-consciousness, and radical kindness. The Wings Hawai’i customer is carefree and friendly, so copywriter Natalia Sylvester created copy for their Home Page and About page that clearly showcased a friendly island vibe. Designer Megan Gray translated their handmade, bohemian brand voice to a beautiful, whimsical island-inspired website design.
We loved the glowing reviews we found for the Wings Hawai’i brick and mortar store, and now they have an online home that is as delightful to visit as their storefront in Maui.
With such a vibrant, fashion-forward company history, we wanted to make sure that their website properly showcased their strengths. To promote their original clothing and jewelry line, Wings releases a new lookbook twice a year showcasing their new products, and we needed to create a place for the lookbook to take center stage. Samantha told us:
“We used to have a timeline on the site that was super cute. We would like to have a landing page where you can select which lookbook you would like to view.”
On the About page, we created a scrolling timeline feature which lets visitors see the entire history of their company, at a glance.
We also designed and developed a lookbook section that inspires website visitors to shop the new collections and is easy for the Wings Hawai’i team to update with each season’s newest looks.
Home Page Copy
A beautiful force
Wings Hawai’i is handmade, ocean-inspired clothing and jewelry for the inner mermaid in all of us. We are a group of Maui artisans finding happiness in the land and sea.
See where the current takes you
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Be one with the island elements
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Fill your space with Aloha & a smile
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Living that mermaid life
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Best friends Samantha Howard and Melody Torres started Wings Hawai’i fresh out of college at UH Manoa, after the hand-crafted garments and jewelry they’d sold in their dorms took off and led to wholesale orders, craft fairs, and boutique sales. Wings Hawai’i soared out of their desire to celebrate the free-spirited, breezy lifestyle of their island home. Inspired by the fierce beauty of the ocean, the brand seeks to empower all the mermaids, beach bums, and sun-kissed lovers of the world to smile, be happy, and shine…
We are rooted in mindfulness, eco-consciousness, and radical kindness. All our items are handmade in our workshop on Maui’s North Shore by local artisans using sustainable materials like organic cotton, bamboo fibers, non-toxic dyes, and reclaimed metals and fabric. They’re made to be both beautiful and comfortable—as in, “barefoot walks along the ocean shore at sunset” beautiful and comfortable. The handmade nature of our store celebrates the island, its community of locals and travelers, and the wild nature all around us.
When our Web Analyst Helen checked in 6 months after the new site had launched, she was pleased with what she found! It was great to see how well the Wings Hawai’i site is doing compared to the same date range the previous year. They’ve been getting more traffic to the site, and people are spending longer on the site and viewing more pages than they were before. The conversion rate for both desktop computers and mobile devices had increased, along with revenue!
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