Case study:
Hendricks and Co
How a new online shop boosted sales and created a better customer experience for sewing enthusiasts
https://hendricksandco.uk/
Hendricks and Co is a creative business specialising in sewing patterns for handmade gifts. With a loyal community on Etsy and social media, the founder wanted to give her customers a calmer, more enjoyable way to browse and buy – while also increasing profit margins by selling directly rather than solely through third-party platforms.
The existing reliance on Etsy meant profit margins were limited by commission fees, and customers could not always find the full range of patterns in one place. The new site needed to:
- Provide a simple, secure online shop with PayPal payments
- Showcase every pattern with full images and clear descriptions
- Create a cosy, calm and homely shopping experience to reflect the brand
- Make it easy for customers to buy, download and use the patterns
- Encourage repeat visits by integrating social media and community resources
We designed and built a WooCommerce-powered website with 8 pages and a clean, accessible layout. Key features included:
- Individual product pages – each sewing pattern presented with clear imagery and details, supported by a simple “choose and buy” 3-step guide.
- Easy, secure payments – integration with PayPal Business enabled customers to pay directly by card without fuss.
- Best sellers first – the homepage highlights popular patterns, making it easier for new customers to choose.
- Blended community feel – an Instagram feed, YouTube “How To” links and connections to an active Facebook community created a sense of belonging and support.
- Personal storytelling – a “My Story” page shared the founder’s journey and inspiration, helping customers connect emotionally with the brand.
- Subtle upsell features – “People who bought this also bought…” suggestions encouraged additional purchases without overwhelming the customer.
- Cosy design aesthetic – inspired by the founder’s homely vision, with soft tones and a scrolling “menagerie” of patterns for a warm, welcoming feel.
Within weeks of launch, the site achieved:
- Direct sales of patterns, generating more profit per transaction compared to Etsy
- Positive customer feedback on the calm, easy-to-use design
- Repeat visits from the Instagram-linked homepage, keeping the shop fresh with minimal effort
- A steady increase in enquiries and downloads, proving the site could run alongside Etsy while building a direct sales channel
“To say I am absolutely delighted with my new website is an understatement, it has far exceeded my expectations. FAT promotions gave me great support throughout the process and I was particularly impressed with the attention to detail and the weekly update which made me feel like a valued client. Brilliant service – I’m so pleased I found Fiona and her team”
For Hendricks and Co, this project was about more than launching an online shop – it was about creating a cosy digital home for their community of sewing enthusiasts. By keeping the design simple, the buying process seamless, and the storytelling authentic, the new website now delivers both a better customer experience and improved margins.
If you’re ready for a website that not only looks professional but also delivers measurable results, contact us today. Let’s create a platform that works as hard for your business as you do.
