Belinda Robertson

Belinda Robertson is renowned for being ‘Scotland’s cashmere expert.

Her contemporary cashmere business has been established since 1992 and over the years, she’s received numerous awards and accolades for her work, including an OBE in 2001 for her service to the textile industry.



The brief

Make were initially tasked with modernising the existing Belinda Robertson brand, and then transforming the website from a standard site into an e-commerce site.


The new brand and associated website needed to cater for all ages, have a clean, fresh and modern look, be user-friendly and mobile-optimised. It also needed to be geared up for SEO, as much of the brand’s future marketing activity involves organic search traffic.

Key challenges

The main challenges we faced included:

  • Building a new website that matched the existing brand guidelines, which were going through a transitional period due to the appointment of a new CEO
  • Designing and developing a customer-centric workflow that works perfectly on all devices
  • Integrating a technical stock management tool that sits at the heart of delivery logistics and orders and acts as a centralised customer relationship management tool


Our approach

  • Using the new brand identity as their starting point, our digital and design teams carefully planned the site templates. As the brand was going through a transitional period, we were involved in several in-depth design collaboration meetings with the new CEO and various stakeholders to make sure we created a look that accurately reflected the company branding
  • Our digital specialists designed and delivered a cutting-edge web platform that works smoothly across all mobile devices
  • We integrated a technical stick management tool that enables Belinda Robertson’s stock management system to work effectively



The results

The Belinda Robertson team are extremely happy with the work we’ve produced. In fact, the entire project has been such a huge success, that we’ve delivered a second e-commerce site for the client, which sits at the heart of their business.


The new website is easily accessible, has been well positioned for SEO and generated an influx of new traffic from various sources. It’s been a huge success since being launched and has even been commented on by various industry players and competitors. More importantly, it’s enabled Belinda Robertson’s team to take even more online orders.


We’re continuing to work with Belinda Robertson on an on-going basis and are providing the team with digital support and website maintenance.