We used to go to market twice a month. Full campaign, full collection. It was chaotic at best.

We’d had the same design since about 2017. It was feeling tired — but our customers were so used to it. This gave us a chance to modernise, to add animations, movement, and sprinkle some magic…We wanted it to feel like our very own little Willy Wonka chocolate factory.

If you’ve got customers who have invested that much — financially and emotionally — you have to show up for them.