Transforming Paloma Blanca’sDigital Presence
Paloma Blanca and Mikaella Bridals had two separate, outdated websites that weren't generating search traffic. We unified them under one domain and quadrupled monthly visitors from 5,000 to 20,000 — every one of them a potential bride walking into a partner boutique asking for the dress by name.
Paloma Blanca makes wedding gowns. Mikaella Bridals is their sister line. Both sell exclusively through authorized retailers — the website's job is to make brides fall in love with a dress, then send them to a boutique to try it on.
Both brands had loyal followings, but their websites were separate, dated, and invisible in search. Brides who discovered them in a boutique loved them. Brides searching online never found them. That meant their retail partners were doing all the demand generation themselves.
The Approach
Strategic Design.
Two Brands, One Architecture.
We mapped how brides actually browse. They don't think in brand hierarchies — they think in silhouettes, necklines, fabrics. So the site architecture follows the bride's logic, not the org chart. Both brands share navigation and discovery tools, but each keeps its own visual identity, its own lookbooks, its own voice.
Design, UX, and SEO were built as one system, not three separate workstreams. Every page was optimized from the start — not retrofitted after launch.
4x organic traffic — every visitor is a potential bride headed to a partner boutique
Paloma Blanca and Mikaella Bridals unified without cannibalizing each other's search rankings
Customer photos linked to gown pages — social proof that sends brides to retailers
The Solution
Performance & Emotion.
A Catalogue That Sends Brides to Your Retailers.
We built a catalogue-based site where every gown has its own page, optimized for search and designed for sharing. No prices — the site creates desire, then routes the bride to an authorized retailer through a store locator.
The "Real Brides" feature links customer-submitted photos directly to the gown they wore — so a bride browsing a dress can see it on someone who looks like her, in a real venue, not just on a runway model. That feature turned product pages into social proof that drives boutique visits.
The Results
Immediate and Measurable Impact
4x organic traffic — every visitor is a potential bride headed to a partner boutique
Paloma Blanca and Mikaella Bridals unified without cannibalizing each other's search rankings
Customer photos linked to gown pages — social proof that sends brides to retailers
Both brands now rank for bridal search terms they were invisible for before
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