Gilda & Pearl
A flexible Klaviyo email design system for luxury fashion brand Gilda & Pearl, created to make beautifully branded email easier to execute at scale.
SERVICES
Good email design shouldn't start from scratch every time you hit send.
Gilda & Pearl is a British luxury fashion brand known for lingerie, silk loungewear, bridal and ready-to-wear. As the brand scaled, email had an increasingly important role to play in the customer journey — but creating consistent campaigns and automated flows without repeatedly designing from scratch created unnecessary friction. Working alongside Hannah Spicer Consulting, Soley Creative was brought in to create the Klaviyo email design system that would support Hannah's wider email strategy.
Reusable modules create consistency without making every campaign look the same.
The challenge was bigger than making one beautiful email. Gilda & Pearl needed a flexible master template that could accommodate different messages, products and commercial priorities while still feeling unmistakably part of the brand. We approached the template as a reusable design system, creating a library of best-practice modules that could be mixed and matched across BAU campaigns and used to support automated flows once the relevant dynamic content was configured.
Balancing brand storytelling with clear ecommerce journeys.
A library of components designed to be mixed and matched across campaigns and flows.
Each module was designed to balance brand storytelling with ecommerce functionality: giving imagery space to communicate Gilda & Pearl's premium positioning while creating clear hierarchy, product merchandising opportunities and calls to action that help customers move through the email. Rather than locking the team into a handful of rigid layouts, the modular structure created flexibility within clear design parameters — helping every send feel considered without requiring a designer to reinvent it each time.
Designed around how customers actually encounter email: often in the palm of their hand.
One design system, built to support an ongoing email strategy.
The finished Klaviyo master template gave Hannah Spicer Consulting the design framework needed to execute the wider email strategy, while giving Gilda & Pearl a more consistent foundation for ongoing campaigns and automations. For the business, that means less time spent making repeated design decisions, greater consistency across a high-frequency customer touchpoint and an email experience that continues to reinforce the perceived value of the brand. Because brand equity isn't only built on the website or packaging. It's built every time the customer encounters you — including in their inbox.
Clear design parameters make ongoing campaign creation faster and more consistent.
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