Nursem is a skincare brand, born on a nursing ward. Passionately advocated, they’re on a mission to give back to nurses and midwives.

We were approached to help launch the brand in 2018, after co-founders Jonny and Antonia had successfully crowdfunded for their first mass production run. We set them up on Shopify and helped them get their DTC business up and running.


  • E-commerce set-up
  • Bespoke theme features
  • Rich product pages
  • Brand storytelling
  • CMS training
  • Ongoing support


  • Shopify
  • Klaviyo
  • Viral Loops

Throughout, the site needed to balance clean and medical with the softness and care of a nurse, reflecting the branding by Mother Design. Making sure to give enough space to tell their story and highlight their mission was also a priority.

We have worked closely with the team ever since their launch, giving them the confidence to grow and helping them shape and develop the e-commerce as their catalogue, brand and business needs evolve.

Nursem Mobile about product grid

From the early stages, we provided guidance on information architecture, sitemap and navigation design. We built a number of bespoke UI elements and features – such as custom content blocks, seasonal up-sells in cart and a free postage progress bar – enabling them to make the most of their theme, both stylistically and functionally.

We helped them transition to Shopify 2.0, taking this time as an opportunity to overhaul the design of the site. Amongst other things we also helped them with digital marketing, from setting up a Viral Loops campaign to integrating their Skin Quiz.

Nursem Mobile cart quiz

Back in 2021, whilst at the heart of the pandemic, the brand also made an appearance on BBC One's Dragons' Den leading to sky-high on-site traffic and trading volume – as always we were on hand, assisting the team ahead of the broadcast and ensuring the smooth running of website operations for this high publicity media event.

Nursem Dragons Den
In their words

"Hallway provided invaluable support for our website launch and e-commerce store. Their expertise, clear communication, and dedication led to a successful rebrand, improved conversion rates, and on-time, on-budget delivery. Matt's guidance and genuine care for our success make them highly recommendable."

Charlie Franek

Charlie Franek

Head of Marketing, Nursem


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