Designed in Paris and handcrafted in Italy, Amina Muaddi is a luxury footwear and accessories brand founded in 2018. Renowned for its sculptural heels, detailed craftsmanship and modern, glamourous aesthetic, it quickly became a favourite among celebrities and style icons worldwide.
After focusing entirely on wholesale distribution through prestigious retailers like Harrods, Saks Fifth Avenue, and Neiman Marcus for its first four years, the brand launched its direct-to-consumer (DTC) ecommerce in spring 2023 across Europe, the UK, the US, and the UAE - looking at Shopify to transform their commerce solution in a short period of time.
At a glance
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Full DTC ecosystem implemented in weeks from a standing start
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50% reduction in total cost of ownership after migrating to Shopify
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Rapid global expansion from 30 to nearly 200 countries via Shopify Markets
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Scaled to millions in revenue
The challenge: Blending bold designs with commerce performance
When Aurelia Vincent joined Amina Muaddi as Head of E-Business, the brand had a website that functioned more as a shop window than a store visually stunning, but lacking checkout, search, or key ecommerce capabilities.The brand was preparing to launch DTC sales, but had no internal IT team, developers, or enterprise resource planning (ERP) system (software that manages core business processes like inventory, accounting, and operations.)
Founder Amina Muaddi knew what she wanted: something distinct from conventional ecommerce—a site as bold as her designs, austere, visual first, and focused on striking imagery rather than overt commercial elements.
But aesthetics alone weren't enough, the site also needed to deliver seamless functionality, fast performance, robust fraud protection, best-in-class data security and a frictionless consumer experience, all while being able to effectively monitor shopper behaviour, traffic flow and conversion data through a back end analytics tool.
Additionally, and with future retail plans in mind, a longer-term goal was to unify online and offline experiences under one system, offering Amina Muaddi shoppers a fluidity and a synergy that mirrors how luxury shoppers are increasingly making their purchases today.
The brand needed to move quickly and found the solution in Shopify, a scalable enterprise platform that delivered value without enterprise overheads, all while being straightforward enough to cope with their minimal technical resources.
"I joined the company and signed with Shopify two days later. It was seamless –– I could begin to implement everything that we needed in just a few weeks."
- Aurelia Vincent, Head of E-Business, Amina Muaddi
The solution: Rapid implementation with Shopify as the single source of truth
Vincent joined in October and, by February, the new brand website was live, fully set up by Vincent herself, without agency support, using a standard Shopify template rather than a headless setup.
One of Amina Muaddhi’s core goals in launching their DTC operation was to optimise the customer experience in order to drive better performance. With Shopify’s native analytics and integrated apps, like Better Reports (an advanced analytics tool), the team could monitor traffic and conversion data in real-time directly via their dashboard. This powerful insight allowed them to make data-driven decisions quickly, improving both the shopping experience and overall results.
The emphasis on speed—as well as reliability—was crucial. As Vincent notes: “With Shopify, small fashion houses like ours can implement a full new DTC ecosystem in a few weeks. Our Shopify store went live with no bugs. I was sure that within the first two hours something was going to happen. Nothing happened. We had the first sales within minutes. And it was all tracked.”
Furthermore, Shopify became the company’s ERP, with master data pushed from Shopify to the warehouse management system. Using metafields, the platform acted as the single source of truth for a young luxury brand without back-office infrastructure. Vincent also implemented Google, Meta, and TikTok integrations herself, creating product catalogues and launching media campaigns for the first time in the brand’s history, all within hours.
Another core Shopify benefit that significantly strengthened Amina Muaddhi’s online operation was Shopify Payments. Shopify’s built-in payment processing solution supports multiple currencies and local payment methods, giving the brand the ability to offer a smooth, localised checkout experience. Shopify’s checkout also provides the luxury brand with crucial robust, enterprise-grade security. App integrations like Chargeflow deliver effective fraud and chargeback management and have kept Amina Muaddi’s store secure, with no breaches to date.
In 2025, Amina Muaddi opened their first two retail boutiques in Paris. Both stores use Shopify POS (Shopify’s in-store point-of-sale system connecting physical and online sales) and Shopify Payments, creating an effortless, fully integrated commerce experience.
The retail team immediately embraced the POS system, with its simplicity and ease of use meaning they could be trained very quickly.
"Shopify POS is sleek, simple, and very intuitive. Before I could explain it to the team, they were already using it."
- Aurelia Vincent, Head of E-Business, Amina Muaddi
Store staff could view when shoppers had previously purchased online in the US or UK, meaning that the in-store team could provide a much more personalised experience because they had access to the shopper's purchase history. Before a shopper even requested a specific size or item, the retail team was able to anticipate needs and offer additional services.
With the help of Shopify’s unified commerce insights, the team was able to set up new segmentation strategies in Klaviyo, allowing the brand to create campaigns specifically for cross-channel consumers and VIP clients who receive special 10% in-store discounts.
The results: Seamless cross-channel luxury at scale
Since moving to Shopify, Amina Muaddi has established a fully functioning unified commerce operation supporting a team of over 25 people.
Shopify’s reliability proved essential for a luxury brand. Shopify Payments provided the stability needed for high transaction volumes and high average order values. "Shopify Checkout is one of the most reliable checkouts on the market," Vincent notes. "Sometimes we were doing more than €10,000 of transactions a day—we even had €1 million days—and we never had any issue at checkout."
Starting small in 2018, Amina Muaddi quickly became a multimillion-euro-channel. Switching to Shopify delivered major cost savings, cutting expenses to less than half of other platform quotes, while keeping marketing budgets to a minimum.
What’s next: Expanding luxury retail worldwide
Amina Muaddi's immediate goal is growth—accelerating international expansion through Shopify Markets from their current reach of 30 markets to nearly 200 countries.
Unified commerce remains a high priority for Amina Muaddi. The brand believes it represents the future of luxury retail, creating a world where online and in-store experiences seamlessly integrate to offer an extended assortment of products alongside enhanced customer service, while focusing on sustainability and efficiency over large physical footprints.
Ultimately, Vincent’s message to other luxury brands is clear and direct:
"Luxury brands that want to implement and scale rapidly can do that with Shopify. I always compare Shopify to an iPhone—it’s the best in its field, and you can set it up to suit your needs exactly. Other technologies are more difficult, less cost-efficient, and involve far more people"
- Aurelia Vincent, Head of E-Business, Amina Muaddi
