3 Shopify stores — two live, one ready to go

The situation

Serious Readers runs on a custom Ruby on Rails site. It works, but it's expensive to maintain and any changes need developer time.

The other two brands — Serious Air (air purifiers) and Serious Mounts (anti-vibration mounts) — needed their own stores. Building them on the old platform would've been painful.

We decided to go Shopify for the new brands, and set everything up ready for when Serious Readers is ready to transition.

What I did

Built all three Shopify stores. Serious Mounts and Serious Air are live and running. Serious Readers has everything set up — products, customers, the lot — ready to switch when we hit the button.

For the themes, I kept it simple. Dawn theme with tweaks where needed. Nothing custom that would create headaches later.

No Shopify Plus. No fancy checkout customisation. Just solid stores the team can actually manage themselves.

Serious Mounts

Worth mentioning: this one does over £100k in revenue with no advertising spend at all. Pure SEO. Built the site properly, wrote the content, and it just works.

Serious Air

Shows a different skill. Air purifiers are technical products. People have questions about filtration, room sizes, running costs. I had to take complicated science and make it understandable. The site does that well.

What made it work

Speed and simplicity. Every decision came down to: does this help us launch faster?

The team can now update products, change prices, and run promotions without waiting for anyone. That's the real win. Marketing shouldn't be blocked by development queues.

Results

Two stores live on Shopify. One ready to transition when the time's right.

Serious Mounts doing £100k+ from SEO alone. Serious Air clearly explaining complex products. And the main brand ready to move when we decide to pull the trigger.