01 · The brief
What the store had to do.
An artist's store has two audiences who want opposite things. Collectors want an archive: every original piece on its own page, with the context of the work and a way to enquire about it. Fans want a shop: prints, pins and apparel released in limited, time-boxed drops. Most themes handle the second job and quietly ignore the first, so the originals end up as products with an awkward “sold out” button.
The brief was to make one theme carry both jobs without either one looking like an afterthought.
02 · What we built
The work.
A Works archive of per-piece pages
Every original work gets its own page, built from a separate template family rather than the product template. A painting page never shows a cart button; it shows the piece, its details, and an enquiry form that submits with the piece’s title attached, so the studio knows exactly what someone is asking about.
The archive is browsable on its own, which matters for an artist: it is the portfolio, not a catalogue that happens to be out of stock.
A Print Shop that runs as a timed drop
The shop side sells prints and merchandise in scheduled windows. The collection opens on a schedule and closes again, and between drops the pages stay live as a record of what was released rather than disappearing. That keeps the drop mechanic honest — scarcity is real, not simulated — while the shop still reads as a shop when nothing is on sale.
A theme rebuilt around those two modes
The rebuild keeps Valfré’s illustration-first identity (the characters are the brand) and puts the two modes in the navigation, so a visitor chooses “works” or “shop” in the first second instead of decoding a mixed grid.
03 · What's live
What you can check today.
As of September 2026 the store runs on a custom theme (named ValfreCraft in the store’s own code), lists around 200 products across 14 collections — pins, prints, blankets, apparel, paintings, ceramics — and shows prices in the visitor’s local currency.
At a glance
Valfré, in one box.
- Platform
- Shopify, custom theme
- Catalogue
- About 200 products, 14 collections
- Currency
- Localised to the visitor
- Live at
- valfre.com
Catalogue sizes and languages were observed on the live store in September 2026; they change as the client trades. No performance figures are quoted because we only publish what a visitor can verify.