Veil & Bloom is a mother-daughter-run bridal boutique based in South Wales, offering a collection of designer wedding gowns.

I was brought on to design a modern, intuitive website that reflects the boutique’s refined, luxurious and chic aesthetic while guiding users through a seamless customer journey; from initial discovery and emotional connection, to appointment booking, and finally to their wedding day.

The Veil & Bloom website combines clean, modern layouts with warm, muted tones (soft neutrals, blush pinks, and deep plums) to echo the boutique’s brand palette and evoke a sense of calm, feminine luxury. The design feels elevated yet personal, with intentional white space, elegant typography, and a strong visual hierarchy that supports both storytelling and user experience.

I set out to extend and elevate the brand identity through art direction, layout, image selection, and bespoke mockups of the brand in action. I also wrote and implemented SEO-friendly content, including product metadata and blog articles, to enhance organic visibility and position Veil & Bloom's bridal boutique as a must-visit destination in South Wales.