How blndr built a beautiful storefront for AndBloom

Launched as both a lifestyle shop and a storytelling platform, AndBloom needed a storefront that could hold long-form content, rich photography, and community narratives alongside products. To bring this vision to life, AndBloom worked with blndr, an Instant Agency partner, who designed the storefront from the ground up. The result is a fully custom, editorial Shopify store with the perfect mix of storytelling and commerce.

Here’s the story behind this build:

Building a beautiful storefront for AndBloom

About AndBloom

AndBloom is more than just a Shopify store; it’s an online platform dedicated to empowering women aged 40 and above to embrace aging beautifully and unapologetically. It includes a blog filled with inspiring stories and a lifestyle shop. Founded by Denise Boomkens, an international model-turned-photographer and author, AndBloom aims to spread a pro-aging message and reshape the conversation surrounding women over 40.

The store design is deeply rooted in community and storytelling, offering an editorial feel with stunning lifestyle images showcasing both the women in the community and the products available for purchase. The homepage features product carousels, engaging blog content, and highlighted “Bloomers” that share inspiring stories about women.

The role of blndr

blndr is an agency partner that specializes in creating beautiful, high-performing Shopify stores, along with expertise in email marketing and conversion rate optimization (CRO). With a dedicated team, blndr focuses on delivering tailored solutions that improve both the visual appeal and functionality of online stores. Blndr has a reputation for delivering exceptional store builds using Instant (like their Twisties build).

For AndBloom, blndr’s goal was to create a site that felt more like a modern lifestyle publication than a traditional eCommerce store, while still being flexible and easy to manage long-term.

“We completed a full build for AndBloom, as the founder, Denise, places significant importance on aesthetics due to her background in photography. She desired a blank canvas that would allow her creativity to flourish without the constraints of predetermined themes. Implementing a full build using code would have been overly complex and reliant on developers for modifications. Therefore, it was essential that she have the ability to independently change images and colors.” - Daan van Rees, Creative Director at blndr Agency

Why Instant was the right fit

Because Dee comes from a photography background, she needed a store where creativity wouldn’t be restricted by theme layouts or rigid templates. She wanted full control over how images, stories, and products were presented.

Blndr used Instant to deliver exactly that:

• Complete freedom over layout and design

• No dependency on custom code for ongoing updates

• A visual editing experience that matched the brand’s editorial approach

“Having complete creative freedom in design and layout, along with the user-friendly aspects of the program, has made a significant difference. The founder can now effortlessly change colors, images, and other elements whenever she wishes, which she truly appreciates. We are incredibly proud of the outcome of the website!” - Daan van Rees

By building the entire store with Instant, blndr was able to design without theme limitations while ensuring the client could easily manage and evolve the site post-launch.

What was built with Instant

Instant was used across the full Shopify store, not just for individual landing pages.

Blndr built and launched the:

• Blog posts

• About page

• Home page

• Newsletter/loyalty program subscription page

• Product page templates

• Collection template page

• Footer

• Mega menu

• Cart drawer

This approach ensured a consistent experience across every touchpoint, from storytelling pages to high-intent shopping flows.

A community- and story-driven store design

AndBloom’s storefront is intentionally editorial and community-led. The design prioritizes storytelling just as much as shopping.

The homepage brings this to life with:

• Editorial-style layouts and generous white space

• Rich lifestyle imagery featuring both products and women from the community

• Integrated product carousels that feel natural within content

• Blog highlights and featured Bloomers stories

Rather than separating content and commerce, the site blends them, allowing visitors to discover products through stories, photography, and shared experiences.

The Instant impact: Creative freedom

The biggest impact Instant had on this project was enabling unlimited creative freedom without technical complexity.

For blndr, Instant made it possible to:

• Design fully custom layouts without code

• Build an editorial Shopify experience at scale

• Hand over a site that the client can confidently manage herself

For AndBloom, it means the store can continue to evolve without sacrificing design quality or relying on developers for every update.

The result is a Shopify Plus storefront that feels deeply personal, visually refined, and built to grow alongside the AndBloom community.

Building your own custom Shopify storefront with Instant

AndBloom’s Shopify store shows what’s possible when design freedom and flexibility are prioritized.

By using Instant across the entire build, blndr was able to create an editorial, community-driven storefront that reflects the brand’s values while remaining practical for day-to-day use. From homepage storytelling to product discovery, every part of the experience was designed intentionally, without being constrained by Shopify theme limits. And, it’s a design that can evolve and grow alongside the brand. 

If you’re running an eCommerce agency and want to see how Instant can be used to build, test, and scale your client projects, chat with us about joining our Agency partner program.

And, if you’re looking for an Instant Partner to bring your store design to life, check out blndr, an officially vetted and recommended agency for Instant builds!