Fiamma Franchetti Bond
Visual merchandising & e-commerce Design

Beautiful online stores that sell more.

At Franchetti Bond, a heritage Italian leather brand, I look after the online store: curating the grid, directing and retouching product photography, writing product pages and reading the data to see what's working. My background in painting means I see a storefront the way I see a canvas.

Hiring? See my experience Have a project? Let's talk

£150+

Average order value, up from £83

80%+

More spent per order

3

Brand story pages created from scratch

01 · Selected work

Case studies

01 · Franchetti Bond · 2026 Franchetti Bond website Category, product and brand story pages for a heritage Italian leather brand. StorefrontBrandImagery Read the case study →
In progress 02 Grid Lab How I sequence a category grid: colour, eye path, broken sizes and swatches.
In progress 03 Funnel diagnostics Finding where shoppers drop off with Clarity heatmaps and Shopify data.
In progress 04 Photography & retouching Shoot direction and true-to-life colour that cuts returns.
In progress 05 Heritage & Retail collections Product design feedback balancing creative mood with what sells.
In progress 06 Instagram & channels Keeping ads, newsletters and landing pages telling the same story.

02 · For brands

How I can help your store

I get results with the team and tools you already have. Most of my work happens inside Shopify, without needing a developer.

  1. 01 Storefront audit A good place to start A fixed-scope review of your category and product pages, imagery and analytics, with a prioritised list of fixes.
  2. 02 Grid curation & merchandising Sequencing category pages for colour, rhythm and stock, so the best sellers are seen first, especially on mobile.
  3. 03 Product imagery Shoot styling and direction, plus retouching for consistent, colour-accurate product photos.
  4. 04 Product pages & copy Descriptions, fit and fabric notes, care guides and "Complete the look" pairings that answer questions before checkout.
  5. 05 Funnel & analytics review Heatmaps, drop-off and traffic quality, to tell a traffic problem from a pricing or UX one.

03 · How I work

Look, spot, change, measure

  1. 01LookHeatmaps, recordings, sales and stock data, reviews and customer service questions.
  2. 02SpotFind the friction: a blocked grid, a missing answer, a photo that misleads.
  3. 03ChangeRe-sequence, re-shoot, re-write. Small, focused changes I can ship quickly.
  4. 04MeasureCheck the numbers, keep what works, and go round again.

04 · For recruiters

Experience

  1. 2024 – now

    Digital merchandising, marketing & design · Franchetti Bond

    Running the online store for a heritage Italian leather brand: grid curation, cross-merchandising, analytics, photography direction, retouching, product page copy and social media. Based in Barcelona with the digital team.

  2. Growing up

    Shop floor & stockroom · Franchetti Bond

    Helping in the shops from a young age: learning what customers ask, what they pick up and what they buy.

Tools

  • Shopify
  • Shopify Analytics
  • Microsoft Clarity
  • Meta Ads
  • Photoshop
  • Lightroom

Open to

  • Visual merchandiser
  • E-commerce merchandiser
  • E-commerce executive
  • Digital merchandising
Ask for my CV

05 · Contact

Let's talk

Whether you're hiring or have a store that needs some love, I'd be glad to hear from you.

I'm…