VIOLET GREY curates the best in beauty, offering expertly vetted, red-carpet-approved essentials. Committed to integrity, education, and trust, every product is tested by industry experts and must meet elite standards. From never-fail eyeliners to derm-approved creams, VIOLET GREY ensures customers confidently invest in high-performance beauty essentials - all in one place.
Services
Site Migration
UX & Web Design
Business Analysis
Front End Development
Back End Integrations
Search Engine Optimization
Ongoing Managed Services
Account & Project Management
The Goals
Violet Grey tapped 1r to migrate its site to Shopify Plus seamlessly, strategically, and without compromising the brand’s editorial identity. Key goals: drive conversion, deepen customer connection, and future-proof operations through scalable tech. At the heart of it all: a site that feels as luxurious and curated as the products it showcases.
The Challenges
The site launch coincided with a warehouse migration and ERP integration, requiring precise coordination across Shopify, NetSuite, and a new 3PL. Each system had unique data requirements, creating a web of interdependencies. 1r led the charge, collaborating across teams to ensure accurate product data, seamless operations, and a smooth customer experience. On top of it all: building for both today’s shopper and tomorrow’s.
We brought in 1r Agency to lead a major digital transformation for VIOLET GREY. They delivered a seamless re-platform to Shopify, redesigned the site from top to bottom, and supported our other key initiatives, including migrating to a new 3PL and expanding our retail presence. Their strategic thinking and executional excellence played a key role in repositioning VIOLET GREY for growth.
Mihir Parthasarathy, Director of Corporate Development
94%
increase in gross revenue
75%
increase in net revenue
47%
increase in AOV YoY
21%
increase in total orders
The Results
The new site didn’t just look better—it performed better. Violet Grey’s gross revenue soared +94% YoY, with AOV up +46.6% and sessions up +30.4%. Bounce rates dropped nearly 20% across PDPs, and add-to-cart rates rose across all channels. 1r also supported Shopify POS implementation at the Melrose flagship, laying the groundwork for continued omni-channel expansion. Today, Violet Grey is equipped with a modern tech stack and the flexibility to evolve—without compromise.
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