Blue Illusion

Blue Illusion celebrates the spirit of women, their passion for life and generosity of heart. The label was founded in 1998 by Donna and Danny Guest, and is known for its fashion–forward classics that stand the test of time. Blue Illusion approached The Working Party to explore a migration of their eCommerce business from legacy platform Estar to Shopify Plus to achieve growth aspirations.

This project would connect Shopify to back of house systems, activate their more than 80 stores with Find in Store and Click and Collect functionality, and would update the design to present an up to date look and feel for customers.


  • Custom UI & UX Design
  • Re-platforming
  • Digital Style Guide
  • Growth Programme, SEO, Data & Analytics
  • Website Development & Implementation
  • Custom Feature Development
  • Retail & eCommerce Strategy


  • Shopify Plus
  • Nosto
  • Gorgias
  • Flow/Harmony
  • Klaviyo
  • Brauz
  • Okendo
  • Shippit

The Working Party has extensive eCommerce design experience and a thorough understanding of retail operations, and was the perfect agency for this project. Our highly-collaborative process captured Blue Illusion’s requirements in detail, designed a new eCommerce store experience using interactive prototyping, then developed a bespoke Shopify theme using our best-in-class front end frameworks. Key to the project was empowering the Blue Illusion eCommerce and Marketing teams to make changes to the store themselves, which we achieved using Shopify’s Online Store 2.0 functionality.

Key Features Include:

  • Personalisation using Nosto
  • Interlinked colours
  • Flexible content modules
  • Deep integration with Klaviyo and Lexer
  • Stylist bookings with Brauz
  • Omnichannel gift cards
  • A clean, modern and fast Shopify theme

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