Chilewich
2025
Full-Site Design & Custom Shopify Build
UX Design · UI Design · Web Design · Ecommerce · B2B + DTC · Customization · Shopify Migration
Chilewich makes some of the most distinctive textiles in modern interiors. I led the full design and Shopify migration for Domaine Studio's first-ever launch. The project required custom solutions for both B2B and DTC customers, a large product catalog, and complex PDP functionality on an accelerated timeline.
Lead Designer: Kira Gelbard
VP of Design: Trey Hardin
Director of Delivery: Kim Samuelson
VP of Development: Elena Bogdanova
The Problem
Chilewich catalog is expansive (textures, colorways, shapes, customization), but their existing site made it hard to navigate. Discovery was broken, the visual language didn't match where the brand had gotten to, and it was time for a full rebuild to better represent Chilewich's customer needs.
My Role
As Lead Designer I drove the project from design direction through delivery, working closely with the Chilewich team and under the direction of Domaine's VP of Design.
I owned the design system, client presentations, and every touchpoint across the site, presenting to a stakeholder group of 20+ at key milestones throughout the project.
Key Design Decisions
A PDP built for customization
Chilewich's catalog is large, varied, and serves different customers. The PDP had to be designed to handle every scenario.
