Crafting a Premium Shopify Experience for an Amsterdam-Born Statement

Luxury Fashion & D2C E-Commerce

The summary

DOTTHZ is an Amsterdam-based luxury accessories brand founded in July 2024 by Lisa Arakelian, a Dutch-Armenian creative entrepreneur. The brand designs distinctive statement bags and accessories - spanning curated collections such as The Untamed, The Signature, The Muse, and The Allure - each crafted to evoke desire, transcend fleeting trends, and celebrate individuality. Featured in Vogue, ELLE, Grazia, and leading fashion publications, DOTTHZ ships globally with dedicated fulfilment across Europe and the United States, and is stocked in premium retail environments including Bijenkorf Amsterdam.

The challenge

DOTTHZ entered the market with a strong creative identity and early editorial recognition - but needed a digital storefront capable of carrying the weight of that positioning. A generic Shopify theme would have flattened the brand's aesthetic into something indistinguishable from the thousands of fashion stores it would compete against. The challenge was building a highly customised Shopify experience that felt editorial and fashion-forward, supported multi-region commerce with dynamic currency switching across dozens of countries, and guided a global audience from discovery to checkout without friction.

Team Size: 3 specialists
Engagement Length: 6 weeks
Engagement Model: E-Commerce Customisation & Storefront Build

The Solution

CoderVu approached the project as a brand experience build, not a template deployment. The Shopify theme was customised from the ground up to mirror DOTTHZ's visual language - clean, confident, and elevated - with a layout system designed to let campaign imagery and product photography do the storytelling. A dynamic multi-region and multi-currency selector was implemented to serve DOTTHZ's international customer base seamlessly, supporting automatic regional billing across Europe, the US, and global markets

“CoderVu translated everything DOTTHZ stands for into the storefront. The attention to detail, the elevated feel, the way it just flows - it's exactly the experience our customers deserve. It doesn't feel like a Shopify store. It feels like DOTTHZ." - Lisa Arakelian, Founder, DOTTHZ ”

The outcome

DOTTHZ launched with a storefront that reads like a luxury fashion editorial and converts like a precision-engineered e-commerce platform. The multi-region infrastructure removed all friction for international customers, enabling seamless shopping across dozens of markets from a single storefront. The collection architecture gave the brand the flexibility to launch new lines - and build distinct narratives around each - without requiring recurring development work

Shopify (Custom Theme Development)

Technologies used...