Good taste, great cause.

The client

Wag N Purr Shop is an online resale boutique selling new and gently used designer handbags, fine and fashion jewellery, accessories and men's items, all donated by animal lovers. 100% of profits support pets in need of critical or life-saving veterinary care through The FACE Foundation, a 501(c)(3) charity. This nonprofit Shopify store case study shows how we gave a charity shop the presentation of a luxury reseller.

The catalogue includes pieces from Chanel, Louis Vuitton, Gucci, Hermès, Christian Dior, Fendi and more. Every item is one of a kind, so the store behaves less like a normal fashion shop and more like a curated consignment boutique: stock changes constantly, and once a piece sells, it is gone.

What we built

We customised a Shopify theme around two ideas: present every donated piece as a luxury item, and let the mission run quietly through the whole journey instead of interrupting it. Shopify was the right platform because a small nonprofit team can add one-off items quickly, and checkout, payments and hosting are handled for them.

The catalogue and filtering structure was planned so that a shopper looking for a specific brand or a type of bag can get there in a few clicks, even when a collection holds hundreds of items.

1. 01 Mission-led hero "Good Taste. Great Cause." pairs a designer bag with a dachshund, with a "Shop New Arrivals" button and a line stating that 100% of profits support pets via The FACE Foundation. Visitors learn what the shop sells and why it exists in a single glance.
2. 02 Clear category navigation New Arrivals, Accessories, Handbags, Fine Jewelry, Men, Fashion Jewelry, Donate and About. Shopping categories come first, and the Donate and About pages sit alongside them for people who want the story.
3. 03 Luxury product grid clean cut-out product photography on white, wishlist hearts and quick add-to-cart buttons. A consistent white background makes donated items look like stock from a commercial reseller.
4. 04 Faceted collection pages a sidebar with a nested collection tree and brand filter checkboxes (Burberry, Chanel, Christian Dior, Fendi, Louis Vuitton, Prada and more), a grid/list toggle, sorting and pagination across 300+ results per collection. Brand filters matter in luxury resale because many shoppers search by label first.
5. 05 Granular sub-collections belts, bracelets, briefcases, brooches, bucket bags, clutches, crossbody, earrings, evening bags, and a "Vintage" (Aging Beautifully) collection. Narrow collections help both browsing and search, since each one can rank for a specific product type.
6. 06 Shop with a Purpose copy SEO copy blocks on collection pages explain the mission, giving each collection useful text for search engines and reminding shoppers where the profits go.
7. 07 VIP list pop-up an offer of 20% off the first purchase, plus a footer subscribe form, so first-time visitors can join the list and come back when new pieces arrive.
8. 08 Supporting details a free-shipping announcement bar, blog, FAQs, gift cards and a charity disclosure in the footer. These answer the practical questions buyers ask before they trust a resale store.