Golden West Boots
Overview
Golden West Boots is the debut DTC brand from country star Lainey Wilson and boot designer Michael Petry. I led digital strategy, UX design, and Shopify development from concept, strategy, to launch focusing on conversion and story telling.
The Challenge
Lainey Wilson and boot designer Michael Petry weren't launching merch — they were building a new premium footwear brand from zero, under a national spotlight. The challenge: create a digital flagship equally rooted in craftsmanship and built to convert like a seasoned DTC brand, on a 10-week timeline.
The Solution
I designed a mobile-first, editorial storefront — critical since most shoppers arrive on mobile — with custom PDPs built around narrative merchandising and high-resolution imagery to sell craftsmanship, not just product. Gated early access and limited drops built an email list and urgency before launch, while a simplified checkout kept mobile conversion friction-free.
The Result
Golden West launched with a VIP Nashville event, pop-up shop, and national press coverage across fashion and music outlets — a digital flagship built to scale as a lasting DTC brand.
