Charleston
Brand Origin, SC
The Brief
A boutique that needed to feel as intentional online as it does in-store
Marleighs is a woman-owned boutique built around the idea of "curated with intention." It sells clothes, jewelry, and custom charm necklaces with a quiet, Lowcountry elegance. The brief was a storefront that carried that same tone, plus a marketing system that didn't sound like a discount blast.
Woman
Owned & Operated
2026
Year of Launch
Store Design
Editorial merchandising, not a generic theme
Collection pages were structured around how Marleighs actually sells. Clothes are split into dresses, sets, tops, and bottoms on one rail. Jewelry, including necklaces, bracelets, chokers, and a personalize-your-necklace flow, sits on another. A sitewide flash-sale ribbon and "woman-owned, curated with intention" framing run through every page without feeling like a banner ad.
6+
Collection Categories Built
1
Personalize-Your-Necklace Flow
2026
Year of Launch
Marketing Build
Six Klaviyo flows, written in the brand's actual voice
Past the storefront, UltraExcel built Marleighs' full retention engine in Klaviyo. That includes a welcome series with a first-purchase incentive, abandoned checkout and browse-abandonment recovery, a customer thank-you sequence, a winback flow for lapsed shoppers, and an automated happy-birthday email with a personal-feeling gift code. Every line of copy was written to match the boutique's tone instead of a generic template.
Collection Architecture
Clothes split into dresses, sets, tops, and bottoms. Jewelry
split into necklaces (with a dedicated personalize-your-necklace flow), bracelets, and
chokers. Each rail is merchandised so repeat shoppers find new arrivals immediately.
Welcome Series With Discount
A three-email arc: welcome and coupon, a reminder nudge, and a
"beyond the store" social touch. Built to feel like an invitation into the brand, not a
pop-up code grab.
Abandoned Checkout & Browse Abandonment
Recovery emails styled around "the art of the pause," language
that respects the shopper's hesitation instead of pressuring them, while still recovering
revenue.
Customer Thank You, Winback & Birthday
A first-purchase thank-you from the owners personally, a
75-to-90-day winback sequence for lapsed customers, and an automated birthday email with a
15% gift code. All of it is live and running.
Result
"A storefront and a retention system that feel like the same brand, because they were designed as one project, not two."