A custom Shopify website design and Klaviyo email marketing strategy with smart sizing and personalisation from day one.
Scope
UX Shopify website design and development, Email marketing strategy, Klaviyo automation and personalisation.
$200k+
PRE-ORDERS SOLD IN 24 HOURS
750+
ORDERS PLACED IN 12 HOURS
90%
SELL THROUGH IN 24 HOURS
15.94%
EMAIL CLICK THROUGH RATE
$4.37
EMAIL REVENUE PER RECIPIENT
UX
NO TECH GREMLINS ON LAUNCH DURING PEAK TRAFFIC
The Brief – Shopify Website Design
Fearless Swimwear is Lyndi Cohen’s (The Nude Nutritionist) inclusive swimwear brand designed to help women feel confident in and out of the water. The hero one-piece actually fits real bodies, with flexible sizing that works for different top and bottom combinations.
The Fearless team needed a website and email marketing strategy that reflected their ethos — real women, real bodies, and swimwear that genuinely fits. The goal was to create an online experience that made every shopper feel supported, seen, and excited to buy.
They also wanted a Shopify website design that made purchasing effortless, no confusing size charts or multiple product listings, and a launch plan that could handle high traffic without a glitch.
What We Did
Website: built for inclusivity and ease
- Magic Sizing for a hero one-piece
Most brands overlook that women aren’t always the same size on top and bottom. We built a custom product logic so shoppers can choose a top size and instantly see the matching bottoms. Behind the scenes, it’s multiple SKUs; on the front end, it’s one seamless experience with a smart, body-aware fit selector. - Size-specific model gallery
Representation mattered. We created a gallery that lets customers see each swimsuit on models with similar body types and coverage preferences. They can toggle between looks to find the version that feels most like them, a feature that turns shopping into self-confidence. - Theme-level cart add-ons
Instead of relying on upsell apps, we built a lightweight system directly into the theme using metafields. The Fearless team can now link complementary products to any item in-store, no extra code, no added cost, just a clean UX.
Email Marketing Strategy: Personal from the Start
From day one, personalisation drove the plan. We launched with a quiz that asked customers about size, fit, and coverage preferences. Those answers synced directly into Klaviyo as custom properties, powering fully personalised emails — from welcome to nurture to abandoned cart. A size-12 customer, for example, only sees products and models that match her size.
For launch week, we used a waitlist-only pre-order model. Subscribers received a password at 7 p.m. sharp, giving them early access before the public. This mix of exclusivity, personalisation, and timing created genuine excitement and connection, not just a sale.
The Outcome
The project delivered more than just numbers, it built a foundation for scalable growth. The new Shopify website and email marketing strategy give Fearless a system that feels as thoughtful as the brand itself. Every customer interaction, from browsing to inbox, now feels intentional, inclusive, and uniquely Fearless.
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