Challenge

As their brand and customer base grew, Jones + Co’s digital storefront began to struggle to keep up. The site felt clunky, disjointed, and didn’t convey the refined, editorial quality of their physical shops. 

"The site didn’t reflect the look and feel of our brand, and we were constantly running into roadblocks when trying to make even basic updates," said Elizabeth Jones, Founder of Jones + Co.

Navigation and filtering were awkward, product pages lacked consistency, and the design was not aligned with the brand’s vision. What’s more, the Shopify theme they were using was no longer supported, leaving Jones + Co without fixes when things began to break.

With ecommerce becoming a more important part of the business, the team knew they needed a stronger digital foundation, but didn’t have the technical expertise to get there on their own.

Solution

Jones + Co partnered with Red Van, a Shopify agency known for helping growing brands build modern, intuitive commerce experiences. From the start, Red Van approached the project with empathy, creativity, and an eye for long-term success.

Together, they moved the Jones + Co storefront to a modern Shopify theme (Broadcast), completely overhauled navigation and filtering, and restructured product pages to support deeper storytelling and more curated merchandising. Custom components were added to enhance cross-sells and collection views, while Red Van ensured the site continued to integrate smoothly with essential tools like Klaviyo, Shop Pay, LoyaltyLion, and more.

“We had ideas for how we wanted our product and landing pages to look, but we couldn’t make those changes ourselves,” Jones noted. “Working with Red Van, we were able to bridge the ideas we had with the functionality we needed.”

Crucially, Red Van empowered the Jones + Co team along the way, ensuring they could manage and grow the site with confidence.

Results

After launching Jones + Co’s updated ecommerce site, the results were immediate.

Online sales jumped. Conversion rates improved. Orders became more consistent. The Jones + Co team finally had a site that worked the way they expected. 

Just as importantly, the site now reflects the style, clarity, and intentionality of their brand, helping to create a cohesive experience across physical and digital touchpoints.

“The improved flow and design have made the customer experience much smoother, " said Jones, "and that’s showing up in both engagement and sales.”

With a solid ecommerce foundation in place, Jones + Co is already thinking ahead — from building out email automation to growing their SEO footprint — and Red Van remains a trusted partner for the road ahead.