Crystal Cove moves from Shopify to a custom affiliate-first website

BMAD rebuilt Crystal Cove around direct Amazon product links, a custom theme, and a calmer digital experience that better fits the brand's spiritual wellness audience.

Crystal Cove previously operated on Shopify, but the ongoing cost of plugins pushed the business to look for a better option. They needed a site that gave them more control over design, content, and monetisation while making it easier for visitors to move from discovery to purchase.

The challenge

• Shopify plugin costs were eating into margins.
• The business needed direct Amazon product links instead of a standard ecommerce setup.
• Off-the-shelf themes did not suit the brand's softer, more intentional visual direction.

Our solution

• Built a custom website tailored to Crystal Cove's affiliate model and content structure.
• Added direct Amazon links that reduced friction and increased affiliate conversion rates.
• Created a custom theme that gave the brand full visual freedom without depending on expensive plugin stacks.

Website aesthetic

The finished site feels like a calm, feminine, spiritual sanctuary rather than a hard-sell store. Soft neutrals, pastel accents, generous whitespace, and gentle calls to action create a slower, more guided browsing experience.

Crystal Cove also positions itself as more than a shop. The site blends crystal meanings, rituals, mindful pairings, and product recommendations into a trust-first journey that supports both education and conversion.

Social media support

BMAD also supported Crystal Cove's Facebook and Instagram presence. Across both platforms, the brand reached 3,782 followers, generated 67.99K impressions, delivered 1,714 interactions, and published 500 posts.

Facebook drove 56.47K impressions and 1,617 interactions, while Instagram grew to 2,465 followers and contributed 11.52K impressions. Together, the channels reinforced the brand's visual identity and kept traffic moving between educational content, rituals, and affiliate product recommendations.

Outcome

• Replaced an expensive Shopify setup with a custom website better suited to the business model.
• Improved affiliate conversion pathways with direct Amazon product links.
• Gave Crystal Cove a distinctive custom theme that matches its calm, spiritually-led brand.

Testimonials