Grace Melbourne

Grace is Ilana Moses's Melbourne multi-brand boutique, with around sixty designer labels such as KHAITE and Chloé across stores in Armadale and Brighton. During our 24-month SEO retainer, organic search revenue rose 93% and organic search became Grace's leading revenue channel.

The shoppers who matter most already know the designers. They search for Alexander Wang or Balmain, not for a boutique they have not yet found. Capturing that demand is how a two-store boutique holds its own in Australia against Farfetch and the other large platforms.

Grace was leaning on paid media for growth, and the email subscribers it brought in were not sticking around. Emma wanted to diversify away from paid and build a customer base that came back.

The brief was a new theme and a site built to rank, so it could bring in new visitors searching for the designers Grace stocks. Once they arrived, Emma and her team needed the chance to market to them, keep them through Klaviyo and drive them into the two Melbourne stores.

We ran the agency search and brought Made by Field to Grace to design and develop the custom theme. Without that introduction, the two would not have met. Brand identity came from Paper Stone Scissors.

The SEO information architecture and strategy were written into the build scope in July 2021, so search demand decided the collections and navigation before a single screen was designed. We then managed the project from brief to launch, keeping Grace and Made by Field working to one plan alongside the rebrand.

The structure was built around the designers Grace stocks, so a shopper searching for a named label lands on a collection that speaks for that label. The store launched in September 2022 with that structure in place. Shoppers arrive primed by the designer name, and the custom Shopify theme converts them well.

Made by Field reported launch results of 101% more organic search sales and 52% more online revenue. It also reported a 69% higher conversion rate. Four years on, the same build is still the live store.

Over the 24-month SEO retainer that followed launch, the work kept compounding. We trained Grace's team to plan content and link it into the collections themselves, so the capability now sits with the brand. Emma and the team moved fast on changes, creating the pace you need to grow on-page signals.

Organic search grew from 32.5% to 47.8% of online revenue, and from 39.3% to 48.3% of new customers. Searches for designer and brand names now drive over half of Grace's non-branded search clicks in Australia.

The engagement ran as a three-way partnership between us, Made by Field and the brand's team, with calls landing across three time zones.

We also built Klaviyo onboarding flows so Grace could nurture the shoppers that search brought in. The deliverability groundwork, the DMARC policy among it, was in place before the mailbox providers tightened their rules in 2024. Klaviyo's reporting shows the email list grew 20%, driven by organic visibility.

Two years on, organic search had become the first place new customers met Grace and the designers it stocks. That gave the team room to put paid and email to work on growth rather than discovery, and a revenue mix that no longer leant on any single channel.