Rebuilding Pink Gellac's Shopify store in 10 weeks, adding member pricing and Voyado search across 8 European markets.
+14%
Added-to-Cart
+15%
Conversion Rate
+13%
Gross Sales
"Ask Phill is strong in Shopify and in reinventing itself with everything AI has to offer. Pink Gellac sees Ask Phill as a strategic knowledge partner, an accelerator for our e-commerce potential."
says Sander Groenendijk, Chief Finance & Operations Officer at Pink Gellac.
A category of one, until it wasn't
Pink Gellac invented the at-home gel manicure back in 2013, turning a salon appointment into a five-minute ritual. "By 2026, everyone else had copied the model," is how the team put it, which is exactly what pushed the brand toward Colour Your Confidence, a rebrand built around self-expression rather than product specs.
10 weeks, no blueprint
The brief to Ask Phill in 2026: rebuild Pink Gellac's storefront to carry a full brand rebrand across 8 markets, with a fixed July deadline and a contract signed just 10 weeks before it. The old custom theme couldn't support member pricing or a loyalty wallet card, the platform had to be rebuilt to carry commercial tools it was never built for.
Built to keep evolving
We rebuilt the store on the Ask Phill Accelerator (APA) instead of another one-off theme, so it keeps receiving automated updates rather than freezing in place.
Pink Gellac's next milestone is already set: an further optimised Build Your Own Kit experience, building on the configurator that shipped with the relaunch. Longer term, the brand is looking at AI to take over more of its day-to-day analysis, optimization, and content, freeing its team to focus on the commercial model behind it, Traffic x Conversion x Order Value = Revenue, rather than the execution underneath it.
Pink Gellac
Rebrand Meets a Scalable Shopify Platform
Pink Gellac didn't invent nail polish, it invented a category. Thirteen years ago the Dutch brand brought professional-grade gel manicures out of the salon and into a box that ships to your door, turning a salon appointment into a five-minute ritual anyone could do at home. That first-mover edge built a loyal following across Europe, but by 2026 Pink Gellac was competing in a market it had created and everyone else had since copied.
In July 2026 it responded with Colour Your Confidence, a rebrand built around self-expression rather than product specs, developed with creative agency Fitzroy. A repositioning at that scale doesn't stop at the logo, and that's what brought Pink Gellac back to Ask Phill, its e-commerce partner of more than four years.
Pink Gellac's storefront ran on a fully custom Shopify theme that, four years in, was hard to keep current with Shopify's own release pace: every platform update meant re-testing bespoke code first. That mattered because the rebrand had a fixed July 2026 deadline for a relaunch running in parallel with a separate creative agency, and the contract to rebuild the site wasn't signed until early April, leaving 10 weeks to deliver a platform that could carry new commercial tools like member pricing and a loyalty wallet card that the old theme couldn't easily absorb. Slip the platform, and the wider transformation Pink Gellac was calling New Pink Gellac slipped with it.
We rebuilt the store on the Ask Phill Accelerator (APA), our base theme architecture, with Pink Gellac's customizations layered on top rather than built as another one-off theme, so the site keeps receiving our automated base updates instead of freezing the way the old site had. It stayed server-rendered Liquid with a lightweight component JS layer: with a 10-week runway and a client team that needed to keep working in Shopify's own theme editor, APA was the way to go.
Shopify Payments and Shopify Markets carry commerce across Pink Gellac's 8 markets, 4 languages, and 3 currencies, with iDEAL, Klarna, PayPal, Apple Pay, Google Pay, and cards at checkout, and content living in metaobjects and metafields. For search and discovery we chose Voyado Elevate over native Shopify search, the only way to merchandise, track, and price by member status consistently across eight markets, with Klaviyo, LoyaltyLion, Flowbox, and Appointo built in around it.
The build shipped fourteen distinct features in 10 weeks: member pricing across product pages and Voyado's collection grids, a digital membership card with Apple and Google Wallet passes, a gel-polish colour picker with texture swatches, a volume picker, and a full Build Your Own Kit configurator, alongside a store locator with map and detail pages, a reseller map, an in-store appointment booking bar, a pre-order flow, a reviews suite, Flowbox inspiration galleries, a comparison table, a wishlist, and Klaviyo newsletter and back-in-stock modals.
Three new integrations carried the most engineering weight. Voyado Elevate is the entire search and discovery layer, predictive search, results, collection grids, and tracking, with its feed also carrying per-market member and retail pricing. LoyaltyLion wires loyalty status into member-only pricing and messaging, including the wallet member card, across Pink Gellac's consumer markets. Flowbox powers shoppable UGC galleries on product and inspiration pages, configured per store through metaobjects.
The hardest problem was keeping member pricing correct on Voyado's own collection grids, since Voyado renders PLP prices from its own feed rather than Shopify's native pricing. We tracked down a currency mismatch between that feed and the shopper's active Shopify market, then built a dedicated member-price layer on the Voyado cards, backed by per-market pricing data in the feed itself. None of that exists out of the box: Shopify has no native concept of member pricing, so we engineered one that holds across Shopify pages and a third-party search grid in eight markets, and the theme issues wallet passes directly. The delivery model is arguably the bigger first, a fully customized storefront that keeps receiving automated base-theme updates instead of freezing in place.
Because the rebuild happened inside Pink Gellac's existing store, products, customers, and orders never moved: no data migration, no redirects, and cutover was a theme publish with zero downtime. Content moved into metaobjects and metafields, and translations migrated programmatically through the Admin API, matched by content digest. Performance was designed in from the start: critical CSS inlined per section, minimal client JS, images through Shopify's CDN, Git-based deploys that take minutes, and peak load absorbed natively by Shopify's infrastructure.
+14% Added-to-Cart / +15% Conversion Rate / +13% Gross Sales
Those are the numbers from the first month after the July 2026 launch, delivered on a rebrand built in a single 10-week window. The lift starts at add-to-cart, meaning the new colour picker, volume picker, and member pricing are doing their job of moving a shopper from browsing to committing, and it carries through to conversion and gross sales.
"Ask Phill is strong in Shopify and in reinventing itself with everything AI has to offer. Pink Gellac sees Ask Phill as a strategic knowledge partner, an accelerator for our e-commerce potential," says Sander Groenendijk, Chief Finance & Operations Officer at Pink Gellac.
For a launch running alongside a separate creative rebrand with a fixed date to hit, a smooth launch and immediate movement on the metrics that matter is exactly what Pink Gellac needed.
Pink Gellac's next milestone is already set: an further optimised Build Your Own Kit experience, building on the configurator that shipped with the relaunch. Longer term, the brand is looking at AI to take over more of its day-to-day analysis, optimization, and content, freeing its team to focus on the commercial model behind it, Traffic x Conversion x Order Value = Revenue, rather than the execution underneath it.
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