Case Studies


Accessories that tell a story of beauty and strength from the purview of a Black woman

AXEnAYLEE was born in a makeshift artist's workspace in 2012, in Marin County, California, to Amber Danté, Founder and Designer in Chief. As an up-and-coming specialty accessories brand, what launched in the summer of 2020 began as an earring-making hobby for Amber. She conceptualizes, handcrafts, and assembles each piece while intentionally seeking partnerships with women artisans and merchants, globally. 


Grow online sales

Amber noticed the shift to ecommerce and wanted to launch the online component of her business. A solopreneur, having evolved AXEnAYLEE from a hobby into a lifestyle business, Amber wanted to grow her online presence and increase revenue. Not knowing where to start, Amber turned to 150birds to develop her brand story and establish her ecommerce presence. 


Market research and website development

She turned to 150birds to take her consumer brand online. We started by identifying her customer personas and then moved on to building out her Shopify website. She already had her photography done, and those assets helped provide a consistent brand feel across the images and colors used across her website. 

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What we achieved

We set up her Shopify e-commerce store and made the integrations so that she can start accepting payments. We were responsible for the structure, design, and product descriptions of the website. She soon after started to generate revenue through her ecommerce store. 

  • 5.2% increase in website conversion rate

  • 27% decrease in website bounce rate

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