Paloma Blanca

Paloma Blanca makes wedding gowns. Mikaella Bridals is their sister line. Both sell exclusively through authorized retailers, and 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Both brands had loyal followings, but their websites were outdated and invisible in search.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.

Two Brands, One Architecture.

We mapped how brides actually browse. They search by silhouette, neckline, and fabric, not by brand hierarchy. 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.

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. 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.