Lovely Lies first approached us in 2017 as they prepared to launch their retail presence. With a strong wholesale background, they needed support entering ecommerce. We built their first Shopify website, designed to showcase their women’s clothing and lingerie, and implemented core SEO strategies to help them gain visibility. We also set up their Google Merchant Center and product listings, laying a solid foundation for their brand’s long-term success in the retail marketplace.
Digital Marketing Services
- Shopify Website Design
- Search Engine Optimiazation
- Google Merchant Product Listing
- Shopify 2.0 Rebuild + New Template
CLIENT HISTORY: Affordable Marketing has been working with this client for 7 years, proving our commitment to our clients success.
Project Details
Project Date: June, 2017
Client: Lovely Lies
Location: Los Angeles, CA
Category: Shopify Website
Lovely Lies, a Canadian-based clothing wholesaler operating under the corporate name JL Intimates, had built a strong foundation in the B2B space, selling their own line of women’s apparel to international partners. Despite their success in wholesale, the company had long desired to expand into the retail market. However, like many wholesale-focused businesses, they faced a significant hurdle: limited internal expertise in retail strategy, ecommerce operations, and consumer-facing branding.
Their leadership recognized that selling directly to customers would require more than just launching a website—it would demand a new business model, digital marketing knowledge, and systems capable of supporting retail at scale. Lovely Lies approached Affordable Marketing to help bridge that gap and guide them through the transition.
As the company began to build its retail presence, it not only launched its own lingerie line online but expanded over time to include additional women’s fashion items and even select products from competing brands. This rapid growth created operational challenges. Managing multiple brands across various retail channels required a complex feed system, real-time inventory accuracy, and seamless order integration within their Shopify store to support international shipping demands. The shift from wholesale to retail introduced both exciting opportunities and logistical complexities.
Our engagement with Lovely Lies began in 2017 with a series of collaborative, in-person meetings at their corporate offices in the Garment District of Los Angeles. We started by identifying the client’s top priorities through a high-level action plan, then transitioned into a deeper technical discussion to determine the best ecommerce platform and product feed systems. The goal was to build a scalable retail infrastructure that could support their brand’s visibility across marketplaces, partner sites, and direct-to-consumer channels.
Given their expertise in manufacturing and wholesale, the Lovely Lies team brought valuable industry insight—but limited retail marketing experience. To bridge that gap, we developed a comprehensive retail marketing strategy and created a structured customer touchpoint document to help them reach a broader consumer base. As their product catalog and sales channels expanded, we returned to the project in 2024 to implement a full upgrade to Shopify 2.0. This included structural improvements to their site, performance optimizations, and enhancements to align with modern design standards. We also optimized their Google Merchant Center and launched updated Google Shopping campaigns to improve product discoverability and increase conversion rates. The focus throughout remained on scalable growth and efficient retail operations.
The long-term results of Affordable Marketing’s collaboration with Lovely Lies have been both measurable and transformative. Since launching their direct-to-consumer strategy, the company has seen sustained growth in online visibility, marketplace presence, and customer engagement. With a strong foundation built on Shopify and integrated with a robust feed system, Lovely Lies has successfully expanded its retail operations across multiple channels—something that was once out of reach for their internal team alone.
Their site performance and marketing metrics reflect the impact: average engagement rates have increased by over 30%, and product visibility across search and shopping channels has grown significantly. By aligning technical solutions with retail strategy, we helped convert operational complexity into scalable opportunity. The 2024 relaunch further streamlined site performance and ensured the brand remains competitive in today’s evolving ecommerce landscape.
More importantly, the success of this project underscores our core philosophy: long-term growth over short-term gain. Our partnership with Lovely Lies is rooted in trust, transparency, and strategic planning, not just campaign performance. We continue to support their evolving needs as they grow their retail brand internationally, and we remain committed to helping them—and all our clients—thrive in a highly competitive digital marketplace.