Project Description

Violet Grey

Violet Grey

Violet Grey is a luxury retailer of antiques for the garden and home. Their products are sourced from specialist markets across Europe and sold worldwide via the internet.

Tribe Digital have partnered with Violet Grey since 2018. Working across a range of digital channels, we have helped this specialist retailer to develop their CRM and boost sales with performance media. Consistent efforts, helped with beautiful brand photography and a clear visual aesthetic means that their niche but highly engaged client base are regularly informed and inspired by the latest, hand-selected pieces.

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Website Design + Build

Originally on Magento2, we helped Violet Grey migrate to a WordPress/WooCommerce solution. Our team developed the designs, aligned with the existing brand guidelines and then developed a bespoke theme. Our goal was to ensure a smooth user experience with fast load times despite being an image heavy website. Violet Grey has complicated shipping and weight parameters due the variety of products and their high-value. We developed the backend to automate as much of the shipping costs as possible, while also ensuring that ‘sold’ items were automatically moved to a different part of the shop instead of simply saying ‘out of stock’.

Violet Grey website example

Email Marketing

Email is a key sales tool for this specialist retailer. Our role is to help execute visually inspiring emails that keep their clients regularly informed, without becoming repetitive. We use an onboarding series to welcome new clients to the antique community and champion the personal touch and individual story that is behind the buying of each unique piece.

Social Media

Violet Grey have consistently worked hard to cultivate a large and highly engaged social media audience. Our role is to help leverage this authentic audience and deliver targeted advertising to new prospective clients. When performance media is targeted in an intelligent way, limited budget can work very hard for you!


Our goal is to generate online enquries using PPC. Pay-Per-Click is perfect for niche sectors that have various categories and specialisms. Minimising irrelevant clicks and ensuring relevance is essential. We combine insightful targeting with effective copy to deliver paid media that marries inspiration with utility. Getting the balance right is essential for delivering high-quality leads as you have a limited number of characters to convey the tone and prestige of a brand, as well as a clear call to action.

Antique Garden Chairs PPC example


Partnering with developers Kodal, to create additional category landing pages across the Magento platform. Technical SEO improvements included:

  • Product schema markup (availability & price)
  • Internal linking
  • Ongoing product naming / meta element updates / image optimisation
  • 404 error fixes
  • Content expansion
  • XML feed creation for retargeting
Content expansion example SEO for Violet Grey

What our clients say about us

The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.

Myles Hopper, Mindful Chef

Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.

Zoe House, Ladram Bay

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