Pellstone Mill

Pellstone had been selling flour out of a shared spreadsheet and a PayPal button for four years. The product was excellent and the customers were loyal, but the buying experience quietly capped how much of it they could sell.

What was actually broken

The problem was not the design. It was that the site could not express how the business worked. Pellstone mills to order, so stock is a function of the milling schedule rather than a number in a warehouse. Nothing off the shelf handles that well, and the previous site simply lied about availability — which meant refund emails every week.

What we built

A custom Shopify theme with a milling calendar wired into inventory, so what a customer sees on the product page is the batch they will actually receive, with its grind date. The flour club runs on a subscription app, but the interface around it is ours, because the default subscription widget made a warm, seasonal product feel like a razor blade delivery.

Wholesale got its own gated catalogue with tiered pricing, which removed roughly six hours a week of quoting by email.

What changed

Orders more than tripled in the first quarter, but the number Dana cares about is different: wholesale accounts went from four to nineteen, and none of them arrived through a phone call.

We were turning away wholesale enquiries because the old site made us look like a hobby. That stopped immediately. Dana Pell, owner