Earthy Crunchy.
Migrated a family-run tallow-skincare brand from Squarespace to Shopify on a fully custom theme, with press pages built around its 7NEWS feature.
A farmers-market brand that gets on TV has one shot at converting that attention: the link people look up afterward. The build's job was to make earthycrunchywellness.com worth that look — a Shopify store on a fully custom theme that reads as the brand rather than a purchased template, press and farmers-market landing pages that give the 7NEWS audience somewhere permanent to land, and a migration that carried every old Squarespace URL over intact.
Live store — earthycrunchywellness.com
What the project
needed to do.
Earthy Crunchy Wellness is a family-run, small-batch skincare brand — grass-fed and grass-finished tallow balms and whipped tallows infused with organic botanicals — selling online and at farmers markets, and featured on WSPA 7NEWS' Your Carolina Market Monday segment at the Toasty Farmers Market at New Realm Brewing. In 2026 the studio migrated the store from Squarespace to Shopify on a fully custom theme (no purchased template), rebuilt the 15-product catalog with ritual bundles and compare-at pricing, cut the domain over on Cloudflare DNS with zero downtime and a complete 301 redirect map, stood up branded domain email with DKIM and DMARC, wired an automated 10% welcome-discount email for subscribers, and built press and farmers-market landing pages that put the TV feature to work.
Earthy Crunchy Wellness had real momentum — small-batch tallow skincare with a loyal farmers-market following and a WSPA 7NEWS feature — but the Squarespace site wasn't built to carry it. The job was to move the store to Shopify without losing a single existing URL or breaking the domain's email, give the brand a storefront that actually looks like the brand, and build landing pages that catch the press and market audiences while they're still curious.
A TV feature now lands on a page built for it instead of evaporating — press attention has somewhere permanent to go
The store reads as the brand: a fully custom theme rather than the purchased template most small stores ship on
A TV feature,
given somewhere to land.
Earthy Crunchy Wellness was featured on WSPA 7NEWS' Your Carolina Market Monday segment at the Toasty Farmers Market at New Realm Brewing — the kind of local-broadcast moment most small brands let evaporate, because the people who look the brand up afterward find a homepage with no trace of what they just watched.
This build treats the feature as an asset. The store carries a dedicated Earthy Crunchy Wellness on 7NEWS press page — the segment, the products it showed, and a path into the catalog — plus a farmers-market landing page for shoppers who met the family at the booth first and typed in earthycrunchywellness.com later. Press attention decays; a page built around it does not.
The deliverables,
line by line.
A Shopify store on a fully custom theme — no purchased template — with the typography iterated three times at the client's direction before landing on Literata. The 15-product catalog was rebuilt with ritual bundles and compare-at pricing. The migration itself was the careful part: a zero-downtime DNS cutover on Cloudflare, a complete 301 redirect map from the old Squarespace URLs, and branded domain email stood up with DKIM and DMARC so the brand's mail authenticates. On top of the store: an automated 10% welcome-discount email for new subscribers, press and farmers-market landing pages built around the 7NEWS feature, and Google Search Console verification with the sitemap submitted at launch.
Squarespace → Shopify migration on a fully custom theme
designed and built for the brand, no purchased template
15-product catalog
whipped tallows and hard balms rebuilt with ritual bundles and compare-at pricing
Three client-directed typography iterations
the brand serif landed on Literata after two earlier passes the client steered
Zero-downtime DNS cutover on Cloudflare
the store swapped under the live domain without an outage
Complete 301 redirect map
every old Squarespace URL forwards to its new Shopify destination
Branded domain email with DKIM and DMARC
mail authenticates from the brand's own domain
Automated 10% welcome-discount email
a subscriber gets their code without anyone touching it
Press landing page
the WSPA 7NEWS Your Carolina Market Monday feature, turned into a permanent page on the store
Farmers-market landing page
where to find the booth, for shoppers who met the brand in person first
Google Search Console verification and sitemap submission
the new URLs handed to Google at launch
What it looks like,
on screen.
How the build
earns the call.
The migration protected what the site already had — every old Squarespace URL 301s to its new home, and Search Console verification with a submitted sitemap handed Google the new structure at launch. The press page turns a broadcast moment into a durable, linkable asset, and the farmers-market page gives in-person customers a direct path to the online store. The welcome-discount automation converts first-time visitors into subscribers with a real incentive, delivered without manual work.
The store is new on Shopify, so this entry describes the build, not a performance report. What the brand has now: a storefront that looks like itself, a catalog structured for bundles and repeat purchase, email that authenticates from its own domain, an automation that greets every subscriber, and press pages that give its TV feature a permanent home — with none of the old site's URLs lost on the way over.
A farmers-market brand that gets on TV has one shot at converting that attention: the link people look up afterward. The build's job was to make earthycrunchywellness.com worth that look — a Shopify store on a fully custom theme that reads as the brand rather than a purchased template, press and farmers-market landing pages that give the 7NEWS audience somewhere permanent to land, and a migration that carried every old Squarespace URL over intact.Studio rationale
Ship a store like this
for your brand.
The same shape — a custom-theme Shopify migration that loses no URLs, authenticated email on the brand's own domain, and landing pages that turn press and in-person attention into customers — works for any product brand outgrowing its site builder. See the finished store at earthycrunchywellness.com.