The Challenge
Anabelle Noordewier had built No Vintage Phobia into a curated second-hand clothing shop with a loyal following, along with the idea for a second venture, No Color Phobia. What she didn't have was the digital infrastructure to match — a storefront that did justice to the pieces, a way to launch and run a color-analysis service alongside the shop, and a booking system that didn't rely on back-and-forth messages.
The Approach
Digital Storefront
Built out the Shopify storefront and edited product photography to showcase in-stock vintage pieces, giving the shop a consistent, professional presence online.
New Venture Launch: No Color Phobia
Designed and built a dedicated color-analysis page and helped roll out No Color Phobia as a new offering alongside the core vintage business.
Brand & Marketing
Supported website design, marketing, and product launches, with ideation ongoing for a pop-up store in central Utrecht.
The Outcome
A second-hand vintage business with a digital storefront that matches the quality of its in-person curation, a functioning booking system that runs without owner intervention, and a second revenue stream — No Color Phobia — launched alongside it.
Why this Matters
Anabelle didn't need a web developer, a booking-software consultant, and a separate person to launch her new venture. One person carried the vision for both businesses — the vintage shop and its color-analysis offshoot — through design, systems, and execution.