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Noushella

Customised Shopify Theme for
a New Luxury Fashion Label

LIVE SITE

https://noushella.com

INDUSTRY

Fashion

PARTNERS

Shopify 

Design & Build Co. partnered with Noushella to bring a bold, psychologically driven luxury fashion brand to life online. Led by founder Noush Navazani, the brand needed a digital presence that could translate deep storytelling and emotional connection into a seamless and elevated experience.

We guided the team through brand discovery and positioning to define their identity and audience strategy. From there, we designed and developed a customised Shopify theme, tailored to reflect the brand’s refined aesthetic and immersive narrative. A standout feature was the creation of an interactive personality quiz designed to align users with their archetype and deliver personalised product recommendations, bridging psychology with fashion in a meaningful way.

Our work helped transform Noushella from a compelling idea into a brand with purpose, elegance and depth.

What We Did

  • Brand Discovery & Positioning
  • eCommerce Design and User Experience
  • User Interface Design
  • Shopify Development
  • Quiz with Product Recommendations

We work with considered fashion, luxury,
and beauty brands on Shopify Plus.
info@designandbuild.co
What does DBCO do?
DBCO is a Shopify Plus agency specialising in brand-led eCommerce for fashion, luxury, and beauty brands. We provide end-to-end services including creative direction, UX design, Shopify Plus development, conversion rate optimisation, and email and digital marketing creative. We work with brands on a project basis and through ongoing retained partnerships.

What types of brands does DBCO work with?
We work primarily with premium and luxury fashion, beauty, and lifestyle brands trading on Shopify Plus or evaluating a migration to it. Past and current clients include Balmain, Stella McCartney, Rat & Boa, Lyma, Liu Jo, Anglo-Italian, Tatras, J&M Davidson, Mina Baie, and Ramy Brook.
 
How is DBCO different from other eCommerce agencies?
DBCO operates at the intersection of brand strategy and eCommerce execution. Most digital agencies focus on technical delivery or broad marketing. We focus on the design and experience layer, the decisions that shape how a brand is perceived and how customers behave on-site. This means working closely with a brand's creative direction, not just its commercial metrics.
 
What is brand-led eCommerce?
Brand-led eCommerce is the practice of designing digital retail experiences that prioritise brand equity alongside commercial performance. Rather than optimising purely for short-term conversion metrics, a brand-led approach considers how design decisions affect customer perception, long-term loyalty, and positioning relative to competitors. For luxury and premium brands this distinction matters: excessive discounting signals, generic UX patterns, or low-quality presentation can actively undermine brand value.
 
What does a Shopify Plus redesign project involve?
A Shopify Plus redesign with DBCO involves a discovery and strategy phase, followed by UX architecture, visual design, and Shopify Plus development. Projects typically run between 8 and 16 weeks depending on scope. We handle creative direction and UX design directly, with development delivered through a specialist Shopify Plus partner. Post-launch, we offer retained support for ongoing optimisation.
 
Do you offer retainer-based support?
Yes. Retainers are structured around a monthly scope of work and provide access to our full range of services, including UX design, CRO, creative direction, and email and digital marketing creative. Retained clients benefit from continuity of knowledge, reduced rates for longer commitments, and faster turnaround on time-sensitive requests.
 
Where is DBCO based?
DBCO is a registered UK company, headquartered at 71-75 Shelton Street, London WC2H 9JQ. We work with clients globally, including brands in the United Kingdom, Europe, Asia, and the United States, and operate remotely across time zones.