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Gentlewench

Gentlewench is an “exuberantly daring” fashion boutique in East London.

This Chance Street concept store stocks a curated collection of the latest clothing, accessories, and eclectic homeware from brands such as Zanini, Peter Do, and Jordan Dalah Studio.

Gentlewench aims to combine purist and subtle design alongside exuberant flair, exploring the affinities between the two. The store’s eyecatching name encapsulates its dual character; an educated and refined lady with a saucy, outgoing personality.

The idea grew out of a series of conversations between two industry experts – Wei Yue and Tijana Djordjevic. Their vision? To create a world that flatters both refined, quiet tastes and a fashion lover’s sense of joy and surprise.

“Even though user experience and conversion are always the main focus of any eCommerce website, we decided to enhance the experience even further.”

The challenge, according to John Davidson of Dazze Studio, was to develop a website that would serve as an extension of this unique retail space. “Even though user experience and conversion are always the main focus of any eCommerce website, we decided to enhance the experience even further,” he says.

Dazze Studio set out to showcase “a remarkable buy” and provide each one-of-a-kind piece with its own stage for the best possible shopping experience.

“The Gentlewench website is built on a lean, custom theme with a minimal amount of plugins,” explains John. He and his team further tweaked WooCommerce’s core code to ensure fast load times “across all devices in all corners of the world” – a solid platform to build upon. The site has won Honourable Mention and Mobile Excellence awards from digital design, creativity, and innovation body, Awwwards.

“They understood the vision we had for our website perfectly,” gushes Gentlewench’s buying director Tijana. “The entire process was seamless!”


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