• Web design
  • Ecommerce
  • Splash page and signup form
  • Copywriting
  • Content strategy


The Joinery is a proudly South African ethical fashion label. Run by designers and sisters Natalie and Kim Ellis, The Joinery creates high-quality clothing and accessories like leather handbags. Their brand philosophy centres around slow fashion, made from sustainably sourced materials that are organic where possible, and made by local seamstresses and crafts people. The Joinery heads up the South African Fashion Revolution, which heralds the mantra “Who made my clothes” – an appeal to local buyers and the broader fashion industry to be aware of where our clothing comes from and to support locally made and sourced fashion labels over imported clothing and accessories.

In 2016 One Day Company were brought on board to rebuild their website in order to create a mobile responsive, content-first ecommerce platform that would showcase their brand story and beautiful garments, as well as the people and materials behind them.


Given a tight lead time of only a few weeks, we first launched a splash page with a newsletter signup form in time for the South African Fashion Revolution week in April 2016. This integrates with The Joinery’s Mailchimp account and is designed to start building an online database of interested buyers, to notify when the website and online store goes live. The splash page speaks to their brand ethos through the copy and the imagery acts as a teaser for their soon-to-launch leather handbag range.

We later launched their new website, showcasing the brand’s ethical fashion, lifestyle and accessories ranges alongside the various collaborations The Joinery works on and their brand news and media coverage. The website is  built on WordPress to allow for easy and seamless content management.


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