Mabel’s Table, an energetic start-up in Santa Fe, provided the perfect opportunity for creative collaboration. In designing their artisan, hand-crafted table linens, mother-daughter duo Diane Hanson and Holly Tunkel combine their creativity with an earthy, sometimes minimalist, other times fanciful aesthetic. When we first met, they had a rudimentary website and wanted to start selling online.

To match their artistic sensibility as well as their budget, we designed a hybrid e-commerce website using both WordPress and Shopify, and featuring the fabulous photography of Anna Jaap.

creative collaboration

The inspiration for the business was Diane and Holly’s maternal ancestor, Mabel Crowley. Mabel’s story and legacy are woven throughout the site. We learn as much about this multi-generational family as we do the fine linens they lovingly design, produce and sell. Robert Muller stepped in to help with the product photography for the cart, and we all pitched in to wordsmith the unique narrative.

As the website started to take shape, we cleaned up the branding with a focus on the company’s Santa Fe roots, and developed a cohesive color palette to match the table linens themselves.

Like all of our websites, MabelSantaFe.com is mobile-responsive and SEO-friendly.