Role
Designer, Developer and Marketer
Duration
2026 to now
Tools
FigmaFigma MakeShopifyClaude CodeGoogle Ads ManagerMeta Business SuiteGoogle Analytics
Team
CopywriterMarketingSales
The soldilux.com homepage: the Soldi wordmark over Lake Como

Soldi

2026 to now

Soldi sells authenticated, pre-owned designer bags.

As Soldi’s designer, developer and marketer, I designed and built the Shopify store end to end, helped guide the brand and built the AI workflows that run it, from an automation pipeline that brought 300+ products online to a custom cart feature shipped with Claude Code.

A tilted collage of soldilux.com pages: the homepage, the latest drop, product pages, authentication and about

Context

Overview

Soldi came to me as a new company that needed help in every area. They wanted a Shopify store to sell their products, customized to everything they envisioned. They needed a fully built-out store with custom-coded sections, hundreds of products added fast, and marketing support across branding, digital ads and social media. I took on all of it.

My role

  • Store design
  • Shopify build
  • Custom-coded sections
  • AI automation
  • Brand guidance
  • Digital ads
  • Social media

The challenge

The core problem was standing out in a crowded luxury resale market. That meant integrating Entrupy authentication, which Shopify doesn’t support out of the box, adding hundreds of one-of-one products fast through a templated system so every listing felt cohesive, and marketing it all to customers.

DesignResearch

Soldi is for shoppers who see designer bags as investments. I built a persona and an empathy map to keep every design decision focused on them.

The Miami momThe Miami mom, persona photo
Age
45
Occupation
Stay-at-home mom
Location
Miami Beach, FL
Income
High, with room to spend
Personality
  • Booked and busy
  • Always online
  • Motivated
  • On trend
Designer bags and accessories are investments in my eyes.
Brief story

She values high-quality pieces that last. She already shops on Instagram and social media, prefers pre-owned pieces from reputable stores, and likes to watch live shopping streams and bid on items.

Goals
  • Quality first, then price
  • Find one-of-a-kind pieces
  • Stay up to date with trending pieces
Frustrations
  • Hard to know which companies are legit online
  • Resale sites are hard to navigate
  • Few companies in Miami to see pieces in person, like at shows
Brands
  • The RealReal
  • Rebag
  • Fashionphile

What do they Think?

  • There are a lot of scams out there
  • Big resale sites feel overwhelming and competitive
  • I want something Miami-based

What do they Do?

  • Scrolls social media for hours
  • Finds favorite pieces already sold out

How do they Feel?

  • Frustrated by high markups
  • Exhausted searching for the perfect piece
  • I need a Miami business that has what I’m looking for
  • I want high quality at a fair price
  • I want live shopping events
  • I’m cautious about what’s legit online

What do they Say?

What the research led to

Three findings shaped the store, and all three are live on soldilux.com.

  1. 01Personal shopping

    An expert shopper who helps each client find exactly what they’re looking for.

  2. 02Request a bag

    Clients submit the bag they want, and Soldi helps source it.

  3. 03Entrupy authentication throughout

    Verification shown across the site, so shoppers know every bag is authenticated before they buy.

DesignWireframes

I wireframed the shopping flow (home, collection and product) in Figma, then used Figma Make to test it as a live prototype before building.

Soldi homepage wireframe: navigation, a full-width hero and the latest drop

DesignBrand

I helped guide the Soldi identity: the wordmark, a soft Italian blue and gold leaf for print and packaging. Then I carried it through every page of the store.

Soldi wordmark in blue
WordmarkThe Soldi wordmark in soft Italian blue, for the store and everyday use.
Soldi wordmark in gold on blue
Gold on blueThe wordmark in gold on Soldi blue, the brand's signature pairing.
The Soldi wordmark in gold leaf on blue paper
Gold leafReal gold leaf for print and packaging.

LaunchFinal designs

01

Wireframe to live.

The product page, from wireframe to the real listing. Every piece is one of one, so photography, condition and authenticity lead.

02

The live store.

I built the Shopify store from those wireframes, on desktop and mobile. This is the real soldilux.com.

Soldi homepage wireframe
Soldi product page wireframe
The live Soldi product page: Chanel lambskin mini crossbody
  1. Soldi homepage wireframe
    Soldi product page wireframe
    The live Soldi product page: Chanel lambskin mini crossbody

    Wireframe to live. The product page, from wireframe to the real listing. Every piece is one of one, so photography, condition and authenticity lead.

  2. Soldi homepage wireframe
    Soldi product page wireframe
    The live Soldi product page: Chanel lambskin mini crossbody
    The live soldilux.com homepage
    The Soldi mobile homepage: the wordmark over Lake Como

    The live store. I built the Shopify store from those wireframes, on desktop and mobile. This is the real soldilux.com.

LaunchAI-built checkout

Checkout is where a buyer decides whether to trust a luxury purchase, so that’s where I added proof. Shoppers can add an Entrupy authentication certificate to each bag right in the cart. Shopify had no way to offer a per-piece add-on like this, so I custom-coded it with Claude Code, from eligibility rules to dynamic pricing, and shipped it to the live store.

Behind the scenesAI automation

Every piece is one of one, so a mistake in a listing shows. I designed AI workflows to keep the catalog accurate without a big team.

  1. 01AI product pipeline

    Takes listings from inventory to the live store, bringing 300+ products online without manual data entry.

  2. 02Inventory reconciliation agent

    A Claude Code agent that checks the inventory spreadsheet against every live listing and flags pricing errors and mismatched images before customers see them.

Result

75+
products sold in the first months after launch
300+
products added to the store with AI automation

Takeaways

Custom work takes iteration.

This was a challenging project because the client wanted custom elements. It went well beyond Shopify templates: I coded and tested custom sections to improve the user experience without introducing errors or bugs. Getting it right took a lot of iterations and several different tools.

Proving authenticity mattered most.

Research showed shoppers’ biggest fear was buying a fake, so I put most of the design effort into showing every piece was real, from Entrupy authentication shown across the site to the option to add a certificate right at checkout.

What I’d do next

The research and the first months of sales point to what comes next.

  1. 01A pricing agent in Google Sheets

    An AI agent built into the inventory sheet that checks comparable listings for a fair price, reads its cost and markup, and flags whether it's viable.

  2. 02Alerts for one-of-one pieces

    Let shoppers save a search and get notified the moment a matching bag arrives, before it sells out.

  3. 03Weekly Instagram ads

    Expand marketing with weekly Instagram ads, built on the campaigns that have already performed, to bring in more shoppers.