A modern puppy boutique with an old-fashioned heart — rebuilt from the ground up around the one thing the business actually runs on: this week’s puppies.
The catalog is real data, not a page someone remembers to update.
The old site treated each puppy as a hand-built product page. That works until the week nobody has time, and then the home page is lying about what’s available.
- Puppies are structured records — each one is a real entry with breed, sex, date of birth and photos as actual fields — so the home page, the breed pages and the archive all render from the same source and can’t drift apart.
- The weekly intake is a pipeline — photos arrive from a phone, and a repeatable process colour-corrects them, crops to the house framing, and names them to convention. Consistent listings every week without a designer in the loop.
- Breed pages that stand alone — each breed gets a page worth landing on cold, not a bare filter of the catalog.
- Built to replace a live storefront — this is a full rebuild running in parallel with the site that’s still taking real customers — so the cutover can happen on a chosen day rather than as an emergency.
The same bones
You’ll read this list on every build story. That’s deliberate — the architecture is the product.
- One house theme system — a shared parent theme with a light per-site child, so every fix strengthens every site.
- Native, editable blocks — owners maintain their own pages; nothing we ship breaks the editor.
- Forms-only contact — spam-filtered forms, never a printed email address.
- Real metrics only — one lightweight measurement rail; no vanity numbers.
- Search & answer-engine ready — clean structure, structured data, and instant indexing pings on every publish.
- Type that fits every screen — one fluid typography scale across the whole portfolio.
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