Ecommerce business management and printed product design


From 2013 until 2022 I designed and sold my own range of greeting cards and prints under the name Well Bred Design. I designed and built an ecommerce website with Shopify and integrated third-party apps including Yotpo (reviews) and Klaviyo (email marketing) to expand the functionality. I also sold via online marketplaces including Not On The High Street, Etsy and Thortful.


Well Bred Design


Product design
Business management


Adobe Creative Suite



Well Bred Design began as a sideline while I was freelancing as a UI designer. I built a Shopify website for a Brighton-based homewares shop and designed a range of dog breed prints to try in the shop. They sold well, so I grew the range, opened an Etsy shop and then successfully applied to Not On The High Street which expanded my customer base to a level which required full-time management.

Product Range

Dog Breed Traits Prints

The original product range that started it all. I initially designed 4 variations featuring popular breeds; Labrador, Cocker Spaniel, Golden Retriever and Border Terrier. Customers began requesting new breeds and the range eventually grew to more than 100 breeds.

Dog Themed Prints & Cards

I developed a range of dog themed items to accompany the breed prints including greeting cards, pet portraits, personalised map prints and enamel pins.


E-commerce website build


I experimented with various e-commerce platforms including Wix, Squarespace and WooCommerce. My preferred choice was Shopify as it was incredibly user-friendly and specifically designed for the purpose. There are many templates which allow you to create a unique and professional-looking online store. Shopify integrates with a wide range of payment gateways and a variety of marketing tools and analytics that can help you grow your business and improve sales.

Yotpo Reviews

The out-of-the-box review system in Shopify is limited so several third-party developers have created apps to extend the functionality. There are a few great options but I settled on Yotpo as my preferred choice.