Turning a Struggling Storefront into a Thriving Online Brand

Case Study: Tagliaferro Ceramics

Industry: E-commerce / Weddings + Culinary

Background

Dawn, the owner and ceramic artist behind Tagliaferro Ceramics, had been running her pottery studio and storefront in a small tourist town for several years. She was known locally for her handcrafted stoneware mugs, bowls, and dinnerware but her business was struggling. A smoky fire season, declining tourism, and high storefront rent costs made the retail shop increasingly unsustainable.

The Challenges:

  • No marketing strategy: There was no brand plan, influencer outreach, or targeted sales funnel. There was also an inconsistent presence on social media with no clear CTA.

  • High overhead: Rent for the storefront was extremely expensive in a tourist location, and not matched by sales.

  • Limited brand awareness: Outside the local community, Tagliaferro Ceramics was virtually unknown.

  • Low-quality product imagery: Product imagery was low resolution and did not capture the beauty of her work. Colors were not accurately portrayed and the texture of the ceramics did not translate into the imagery on the website.

  • Ineffective online store UX: The website was outdated, slow, and didn’t support easy checkout. In particular, shipping costs were not pre-calculated and put too much of a burden on the shopper to reach out and inquire about shipping.

  • Lack of email marketing: Hundreds of engaged followers had never been contacted. Tagliaferro had a sizeable email list of interested shoppers who had not been receiving emails.

1. Business Model Revamp

Despite the aesthetic beauty of the storefront, I suggested that long-term, she may want to explore transitioning to e-commerce only.

2. Styled Shoots & Product Photography

Without a budget for product photography, I leveraged my relationships in the wedding industry and secured our presence in an upcoming styled wedding shoot. This was a collaboration with a dozen wedding industry vendors including Betsy Blue, a local photographer with a national reputation. In exchange for ceramics for all participants, we received over $7k worth of editorial-quality photography at no cost. The shoot also connected the Tagliaferro brand with one of her desired pillars: weddings and hospitality.

3. Social Media Strategy

I implemented a social media strategy that highlighted Dawn’s creative process, behind-the-scenes videos, and new product drops. We began hosted weekly ceramics sales through Instagram Stories, offering one-of-a-kind pieces and deeply discounted “seconds” during the holidays. These sales quickly became a fan favorite and helped generate consistent income while we rebuilt the online store.

4. Website Design & Optimization

One of our biggest opportunities was to refresh the Tagliaferro Ceramics website so it truly showcased the artistry and quality of the work. I enhanced the site with beautiful professional photography, incorporated SEO-rich language, and streamlined navigation for a smoother, more enjoyable shopping experience. The new design made it easy for customers to explore collections, view pricing, and complete purchases without extra steps. We also introduced a dedicated Wedding Registry section by integrating Zola, giving couples a seamless way to add these timeless pieces to their registries.

The Strategy:

5. Pinterest Strategy

After establishing the new Wedding Registry process, I launched a targeted Pinterest marketing strategy to expand our reach. Using professional photos from the styled shoot, I created visually engaging, keyword-rich pins that reflected the brand’s timeless and handcrafted aesthetic. Each week, I curated and posted fresh pins, strategically linking them back to the website’s product pages and Wedding Registry section. This consistent approach not only showcased the beauty of the pieces in real-life settings but also attracted a steady stream of potential customers, driving qualified traffic directly to the site and increasing opportunities for sales and registry sign-ups.

6. Email Marketing

With a strong strategy in place, I began engaging her email list with beautifully designed, on-brand, and consistent campaigns that highlighted new product launches, exclusive flash sales, and seasonal promotions. Each message was crafted to capture the artistry of her work and connect with customers on a personal level. The response was immediate…sales began rolling in with every send, proving the power of a well-executed email strategy!

7. Influencer Marketing

At a time when influencer marketing was just beginning to gain traction, I created a targeted outreach strategy to connect Tagliaferro Ceramics with aligned influencers o social media to further expand or audience. I developed a list of chefs, restaurateurs, wedding planners, luxury shop owners, and spa professionals whose aesthetic and audience matched the brand. This list included names like Tia Mowry, A La Jamie, Nourish and Fete, Mai & Maxime, Salt & Lavender, Eleni Psyllaki, and Chelsea Joy Eats. The impact was immediate: her social media following grew significantly, her email subscriber list expanded, and the brand received multiple large orders directly linked to these collaborations.

8. Wholesale & Stockists

Instead of focusing on the slow, one-off sales that came from their storefront, I encouraged them to think bigger and scale smarter. Many of her signature designs could be replicated with remarkable consistency, allowing us to target larger buyers. The shift paid off almost immediately - Tagliaferro began landing substantial wholesale orders that far outpaced anything the storefront had produced. Since then, she has fulfilled full wedding registry sets and custom dinnerware collections for acclaimed local restaurants including Hither and Bar Juillet, MAS, and Nama, as well as high-end dining establishments in other states. Her work has also found its way into spas in the form of elegant ceramic trays, and into luxury retail spaces nationwide, supplying dishes and statement pieces to stockists across the U.S.

With no marketing budget and a struggling storefront, Tagliaferro Ceramics was at a crossroads. Through creative strategy, collaborations, and digital transformation, we turned a local pottery shop into a sought-after online brand with national reach. This case is a powerful example of what can happen when a business embraces change, takes risks, gets strategic about visibility, and builds authentic connections with its audience.

Industry: Artisanal Ceramics / E-commerce / Weddings + Culinary

Author: Ellen Schweikert

Year: 2019-2020