Florist E-Commerce Website

Edith Wilmot is a luxury florist based in Bristol, known for handcrafted arrangements and same-day delivery across the city. Their work spans the full range of floral occasions — weddings, gifts, sympathy and funeral tributes, and seasonal bouquets — with a catalogue of more than 600 products and a flower subscription service in preparation.

They came to Pinwheel for a complete, custom-built e-commerce platform: not a template, not an off-the-shelf florist plugin, but a system they own end to end. The brief was to match the quality of the product with the quality of the experience — a fast, considered storefront befitting a luxury brand, backed by infrastructure the team could run day to day without depending on a developer for routine work.

We built Edith Wilmot's platform as a fully headless system — a clean separation between the storefront customers see and the commerce engine that powers it — so each layer could be optimised on its own terms.

Next.js storefront on Vercel. The customer-facing store is a bespoke Next.js application, server-rendered and deployed to Vercel's global edge network. It presents the full catalogue of 609 products across the brand's core occasions — weddings, gifts, sympathy, and seasonal bouquets, with a flower subscription service in preparation — and a mobile-responsive design built to do justice to a luxury florist.

Medusa v2 commerce backend on Railway. Behind the storefront sits a Medusa v2 backend hosted on Railway, running alongside its own PostgreSQL database, Redis instance, and MinIO object storage. It handles products, orders, inventory, and payments. It runs as a GBP store today, with multi-currency support built into the Medusa architecture and ready to switch on for future expansion beyond the UK.

Self-hosted product images. All 707 product images are served from the client's own MinIO object storage rather than a third-party image host. Edith Wilmot owns their media outright, with no dependency on an external provider's pricing, availability, or terms.

A staff portal the team runs themselves. We built a separate, NextAuth-protected Next.js application for the Edith Wilmot team to manage orders, inventory, and product images directly. Routine operational work no longer requires developer involvement.

Payments and transactional email. Stripe is integrated into the build for card and digital-wallet checkout, ready to go live once the client's payment keys are in place. Order communications — confirmation, dispatch, and delivery — are sent through Resend, keeping the customer informed at every stage.

SEO infrastructure from day one. The build shipped with the technical SEO foundations a new store needs to be discovered: an XML sitemap, a configured robots file, and structured data — all in place ahead of the DNS cutover that took the site live.

Edith Wilmot now runs on a platform they own outright — storefront, commerce backend, product media, and staff tooling — with no template lock-in and no third-party image dependency. The site is live at edithwilmot.co.uk following a clean DNS cutover.

The headless architecture gives each layer room to perform: a fast, edge-delivered Next.js storefront for customers, and a Medusa v2 backend the team manages through their own staff portal. The store trades in GBP today, with multi-currency support built into the architecture and ready to switch on when the business expands beyond the UK.

Because the platform is custom-built rather than assembled from plugins, it can grow with the business — new occasions, new product lines, and new sales channels — without the ceilings that off-the-shelf florist platforms tend to impose.