Case study · E-commerce

UrbanSouthern

A handcrafted leather-goods brand with fewer than ten sales in two years — and Black Friday weeks away. We rebuilt them on WooCommerce. Two years later they were doing $200K months, and the business was acquired.

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E-commerce · Fashionwomen-owned, handcrafted leather goods

WordPress + WooCommercecustom theme, Pantheon hosting

Meg Delagrange and Regina Bauman of Urban Southern

The setup

Regina Bauman knows her craft. Raised Amish in a small community, she grew up on simplicity and quality over mass production — values she poured into Urban Southern, a line of handcrafted leather totes and accessories. The product was never the problem. The platform was: in two years on a proprietary e-commerce system, the store had logged fewer than ten sales.

Regina brought in her cousin Meg Delagrange — designer, marketer, and the brand’s biggest believer — to build Urban Southern a real home online. Meg had the mockups ready. What they didn’t have was a developer: their freelancer had vanished, and Black Friday was only weeks out.

Meg reached out to DigiSavvy to do the heavy lifting on a compressed timeline. If Urban Southern was going to get its legs, it had to happen now. We poured the coffee and got to work.

The challenge

A make-or-break sales weekend, a vanished freelancer, and a platform that had produced ten sales in two years.

Launch before Black Friday. A hard date with the whole holiday season riding on it — weeks away, not months.
A store they could run. Leather-makers, not technicians — inventory, orders, and content without a developer on call.
Marketing-ready pages. Meg needed to ship landing pages and promotions herself, as fast as she could design them.
Built for the crush. A holiday traffic spike couldn’t be the thing that took the store down.

The solution

WordPress + WooCommerce, a custom theme, and a marketing plan to make the launch count.

A WooCommerce storefront. Custom theme built from the ground up, with page-builder flexibility so Meg could create beautiful landing pages with ease.
Pantheon hosting. Secure, stable, and ready for the Black Friday surge.
An email warm-up campaign. We warmed their list with the upcoming sale, cross-promoted on Instagram, and grew the newsletter with a one-time 10% incentive.
A steady pair of hands. Requirements nailed down fast, development on rails, and nobody vanishing mid-project.

The results

From ten sales, to acquired.

~200 orders

On Black Friday weekend — after fewer than ten sales in the previous two years.

$10K+

That same weekend. Their biggest complaint: packing and shipping all of it.

$200K

In merchandise in a single holiday month, two Christmases after relaunch.

Acquired

Just over two years after relaunch, the business caught an entrepreneur’s eye — and sold.

From side hustle to brand

The new platform turned a one-woman side hustle into a legitimate business almost overnight. Regina focused on product, the workshop sewed, and Meg ran email, social, and landing pages — without filing a ticket for any of it. Along the way the brand landed a feature on Fox Business.

Featured by WordPress.org

The project was published as an official case study by the Make WordPress Marketing team — and the founders told the story in their own words in Urban Southern’s anniversary post, “The Little Leather Bag Company That Could.”

The Urban Southern WooCommerce build across desktop, tablet, and mobile

“Our experience with DigiSavvy was always positive over the years we worked with them. They always delivered as promised, on time and were always there immediately for tech support and troubleshooting when needed.”

Regina BaumanFounder, Urban Southern

Your turn

Got a launch that can’t slip?

Urban Southern’s story started with ten sales and a deadline. If you’re staring down your own Black Friday, let’s talk it through — no pitch, no pressure.

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