Frela is a London-based loungewear and homewares label run by Mira Adesanya. When she decided to expand from loungewear into linens, she had three Notion pages of ideas, a folder of phone-camera product shots, and exactly one weekend before the soft launch.
The shape of the problem
Mira had launched the original Frela storefront on a Shopify theme back in 2024. It worked, but every change required wrestling with theme code or paying a freelancer. Adding two new product lines meant: rewriting the homepage, restructuring navigation, adding new collections, writing copy for ~40 new SKUs, and shooting product photography that matched the brand.
"I knew if I started with the design I'd never finish. I needed something that handled the catalogue for me so I could focus on the photography."
The weekend
She moved Frela onto LOAM on Saturday morning. Five answers in onboarding, the agent generated the full storefront with the existing brand palette pulled from her Instagram. By Saturday evening she'd uploaded the linens photography and the agent had drafted product descriptions, alt text, and category copy for everything.
Sunday she added the third line — bath. Monday morning she opened the soft launch. By Wednesday she'd taken her first 100 orders.
What surprised her
- The agent's copy needed minor edits, not rewrites. It picked up her voice from the existing About page.
- Cross-sell was on by default and outperformed her hand-curated bundles within a week.
- The migration didn't break SEO — old product URLs were redirected automatically.
Frela has shipped 1,400 orders since the relaunch.