M.Gemi

M.Gemi sells shoes and handbags handmade by family-run workshops across Italy, with most items priced between about $200 and $600. The women’s range covers flats, loafers, drivers, sneakers, heels, boots and sandals plus totes, crossbodies and backpacks; the men’s side runs to sneakers, loafers, drivers, boots and boat shoes. The positioning is stated in one line: “We’re not just made in Italy, we’re Made By Italy.” Built on Shopify with a custom theme.

Website Design

Serif headline over a sans interface. Display type is 205TF Louize, a high-contrast serif, set against Poppins for body copy, buttons and navigation. Menu labels run lower case while promotional headers are upper case, keeping the two registers visibly separate.

Near-neutral by default. Theme variables resolve to black on white with two off-whites, a warm #F7F6F3 and a paler #F7F5F4, carrying most page grounds. A single red, #BB2832, is held back for sale and error states and a muted blue scale is reserved for the loyalty panels.

Editorial tiles instead of banners. The homepage stacks full-bleed photography under short upper-case labels such as “THE UNA FAMIGLIA”, “THE FELIZE” and “NOT YOUR AVERAGE SNEAKERS”, each with one line of copy and a shop link rather than a discount.

Shopping Experience

A two-track header. Navigation splits into Women, Handbags, Men and Sale. Each drop-down repeats three groups: EDITS for New Arrivals, Bestsellers and Gift Cards, then SHOES by silhouette and HANDBAGS by shape.

Prices on the grid, size on the page. The bestseller carousel shows name and price together, with The Una at $298, The Francesca Convertible Clutch at $278 and The Lisinda 35 at $378. Product pages ask for a size first, with a Size Chart link and a Fit Tip beside the selector.

Sold out becomes a waitlist. Where stock has gone the buy area swaps to a notify drawer, prompted on the page as “Select a size. If sold out, sign up to be notified.”

Provenance inside the product detail. Accordions cover Details and Materials alongside an Artisan panel naming the workshop and its city under the line “Handmade in Italy”, with a note labelled “Thoughts from Maria” beside them. Checkout is Shopify’s, with a PayPal express wallet and Klarna messaging.

Brand Storytelling

Family as the organising idea. An “All in the Famiglia” block lists the makers as fathers and sons, sisters and brothers, husbands and wives, then links to Meet Our Artisans rather than to a product.

Italian vocabulary throughout. Styles are named The Una, The Felize, The Lisinda and the Doppio, and the loyalty programme is Cliente Rewards, so the catalogue language matches the sourcing story.

Notable Features

Service terms repeated under every product. Three tiles state free shipping and easy returns, exchanges that ship as soon as the return is posted, and delivery within days.

A staffed contact block. A “Let’s Talk” panel gives hours of Monday to Friday, 9am to 6pm ET, a phone number, an email address and a chat link above the footer.

Segmented offers in the footer. Refer a Friend and Cliente Rewards sit beside a dedicated Healthcare, Military and Teachers page, plus wholesale and affiliate routes.