Velvet & Vine — 12-Week Launch Case StudyCase study title
Built local awareness and drove store booking + online purchases — simulated results: +220% followers, +36% in-store conversions during the sale period.
Overview
Velvet & Vine is a women’s boutique in Berkeley, CA offering curated seasonal collections. The store struggled with low online visibility, inconsistent content, and no booking system for personal styling sessions. This study outlines a 12-week digital revamp that improved discoverability, engagement, and in-store conversions.
Executive summary
Project: Velvet & Vine Boutique — from hidden gem to seasonal hotspot.
Services shown: Social media marketing, content marketing, web design & booking setup.
Primary Goals: Online traffic → In-store conversions; promote seasonal sale; launch contactless appointment booking.
In This Portfolio We Will Cover
Recommendation
Introduction &
Background
Velvet & Vine Boutique caters to style-conscious women looking for curated, sustainable fashion pieces. Before this project, the brand relied on walk-ins and word-of-mouth without a strong digital presence.
Objectives
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Increase online traffic
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Convert website visitors into in-store shoppers
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Promote seasonal sale and drive appointment bookings
Problem
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Low engagement due to inconsistent posting
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No product showcase online
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No contactless appointment booking system
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No email list nurturing repeat shoppers
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Build a consistent Instagram content system
Outfit carousels, behind-the-scenes sourcing, influencer try-ons, and weekly reels.
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Launch a product gallery + mobile booking system
Let customers browse outfits online and book styling sessions.
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Create a VIP email flow for restocks & drops
Boost retention through curated newsletters and early access announcements.
Our Services
1
Research Methods
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Reviewed 5 competitor boutiques’ Instagram engagement
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Identified local trending hashtags (#BerkeleyStyle, #BayAreaBoutique)
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Studied walk-in patterns and seasonal sales cycles
2
Approaches Used
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Funnel approach: discover → engage → convert
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Blend of organic content + small local ad budget
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User-friendly website with high-conversion CTAs
3
Relevant facts & information
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Boutique customers respond well to try-on videos
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Reels with styling tips outperform static posts (industry-wide trend)
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Mobile booking boosts trust and convenience in retail
VISUAL GALLERY
 |  |  |  |
|---|---|---|---|
 |  |
 VNVIG Static Post |  Look Book |  Seasonal Sale Post |
|---|---|---|
 Customer Review |
Conclusion
Summary of findings
Velvet & Vine’s visibility was low simply because customers couldn’t discover or browse the brand online. By adding consistent content, influencer storytelling, and a simple booking system, the boutique unlocked predictable engagement and in-store conversions.
Implications of the study
Small boutiques can grow significantly with a lightweight but consistent digital presence. Visual storytelling → simple website → email nurturing creates a sustainable long-term funnel.