Mare Jouel
Named collections, sold as stories
Mare Jouel is a Key Biscayne, Florida swimwear brand founded by a Colombian designer: bikinis, one-pieces, cover-ups and accessories built around named collections — Di Mare, Jewel Bikinis, Oceana One-Pieces — and produced in small runs.
01 — The challenge
A boutique catalogue is small. That has to read as curation, not as an empty store.
Mare Jouel carries a few dozen SKUs across bikinis, one-pieces, cover-ups, tees and hats. Dumped into a single grid, a small catalogue looks thin. Split into named collections with their own imagery and story, the same catalogue reads as a designer's edit.
The brand's actual differentiators — Latin American craftsmanship, a founder with a jewellery-design background, mixed-and-matched tops and bottoms sold separately, and a giving-back programme in Colombia — were the things a plain product page had no room to say.
The catalogue was never the problem. The absence of a story around it was.
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5
Merchandised category entry points: bikinis, one-pieces, cover-ups, hats, T-shirts
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3
Named collections given their own landing treatment — Di Mare, Jewel Bikinis, Oceana
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10%
First-order incentive used to convert first-time visitors into subscribers
02 — Our approach
Give each collection its own entrance, then make mixing sizes effortless.
The homepage works as a series of doors: a campaign hero for the current collection, a featured-collections row, a shop-by-category strip, then a best-sellers module with tabs so a shopper can browse bikinis and one-pieces without leaving the page. Each collection page opens with its own editorial hero and copy before the grid starts, so Di Mare does not look like Cover-Ups with different photos.
Because tops and bottoms sell separately, the listing templates carry availability and price filtering, view-density controls, wishlist and quick-add, so building a set is a few clicks rather than a hunt. A size guide, swimwear care guide and an FAQ block sit where the objections actually happen.
The brand story gets a real page — founder, craft, materials, and the Semilla Brillante donation programme — plus customer testimonials and video content, which is what turns a boutique price point into a considered purchase. Newsletter capture with a first-order incentive runs across the store, and the contact page carries an address, direct emails and a form for sizing and shipping questions.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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