Antonia Saint New York, founded by Antonia Saint Dunbar, is a footwear brand built around the idea that high heels don’t have to hurt. Their patented SoftSurround System™ combines cushioning, support, and structure to deliver aesthetics, comfort, and durability in one product. Mgroup delivered a Shopify storefront designed to communicate this unique value proposition and drive conversions on key footwear SKUs.
Communicating patented comfort technology in a conversion-focused Shopify storefront
The brand’s biggest differentiator is the patented SoftSurround System™ — a technology story that needs to be communicated clearly and convincingly for customers to understand why these heels are different. The storefront had to balance a polished fashion aesthetic with clear educational content about comfort, fit, and durability, while guiding shoppers toward purchase on both desktop and mobile.
A Shopify storefront that blends fashion aesthetics with comfort-first product storytelling
- Custom Shopify theme that communicates the SoftSurround System™ and comfort-first positioning
- Product detail pages designed to tell the fit, comfort, and durability story
- Clean, fashion-forward visual design with conversion-oriented layout
- Scalable collection and category structure for new styles and seasonal drops
- Mobile-first UX for discovery and checkout on smartphones
Project Highlights
A Shopify storefront that supports the brand’s comfort-driven footwear positioning with clear product storytelling, a polished brand experience, and a scalable structure for ongoing growth.
Client’s Feedback
“Mgroup understood the SoftSurround System™ story from day one and built a Shopify storefront that communicates comfort and fashion at the same time. Product pages tell the story the way we want it told.”
Antonia Saint New York Team Brand Team
About the Client
Antonia Saint New York, founded by Antonia Saint Dunbar, designs comfort-driven heels built around the patented SoftSurround System™. The brand combines fashion-forward aesthetics with long-wear comfort and durable construction.
