When Frederique Van Der Wal retired from modeling, she decided to use her passion for flowers to start a new lifestyle brand, Frederique’s Choice. She built up quite a successful flowery delivery business in the Netherlands, and wanted to replicate that in the United States. Her subscription service makes her stand out in a somewhat crowded field, and differentiates her brand by pushing American consumers to build a lifestyle around beauty. I gave her a fully responsive e-commerce site built in WordPress. It was built on a mosaic tile grid (much like the one used by Pinterest) with an easy to use shopping experience that promotes the subscription service as often as possible without being intrusive.