The Brand That Keeps on Giving: Building LAKE’s Digital Gifting Suite

Previously, LAKE’s gift orders would arrive pre-assembled, but the experience stopped at the box: no tissue paper, no sticker, no note card. To make matters worse, the customer could only enter a single gift note for the entire order. If they were shopping for multiple recipients, there was no way to give each gift its own wrapping, let alone its own words.

The centerpiece of the new gifting suite is a multi-package gift wrapping UX with no equal in the Shopify ecosystem. When a customer chooses gift packaging, they can choose which items go into each box, pick a box size, and write a message that prints on a beautiful notecard. Anything left over can go into a second box or ship in standard packaging.

Now, someone buying PJs for both their mom and sister gets every gift box delivered ready to unwrap.

Nothing makes a gift feel more personal than stitched initials. LAKE wanted to offer exactly that on select poplin sleep styles: custom embroidery, added right from the product page. But standard Shopify solutions treat personalization as a plain text field: just type in some text and hope for the best.

Instead, we built a proper embroidery configurator that lives on the PDP. Customers choose where the embroidery goes (cuff or pocket), whether they want initials or a full word, and which font to use. As they make each choice, the product photography updates to show the end result—what you see is what you get.

Getting embroidery and gifting options to converge cleanly in the cart and at checkout, with no visual or data collisions, was one of the hardest parts of the build. The result is a piece that’s unmistakably yours, initialed and gift-wrapped before it ever ships.

LAKE’s customers treat wishlists like a mood board: a list for a parent’s 60th birthday, a list for a friend’s Italian wedding, a list for their upcoming wedding anniversary—each one curated for a specific occasion. Unfortunately, most wishlists are glorified save-for-later lists, built for the person making them and no one else.

In LAKE’s new experience, customers can create as many named wishlists as they want, each with its own hero image pulled from the LAKE catalog. The entire experience looks and feels completely integrated with the rest of the brand’s shopping journey.

And obviously, every list can be shared: send it to a friend or family member, and they can browse it and buy straight from it, turning an otherwise boring wishlist into a proper gifting tool.

Such a wonderful gifting experience doesn’t count for much if shoppers can’t find it. In most stores, gift options sit buried somewhere in the checkout, stumbled upon by accident if they’re found at all. For LAKE, that was never going to be enough.

We built a landing page that walks visitors through everything on offer: packaging options, custom embroidery, and an in-house Gift Concierge that handles delivery scheduling and group orders, all with curated collections organized by recipient, so that shoppers have a place to start.

The page works as both a marketing surface and a guide for the customer. It’s an absolute lifesaver when you need help finding a gift for that one special person.