A premium bouquet is sold on the photograph. Everything else in the storefront — the variant picker, the delivery promise, the gift add-ons — has to step out of the way of that one image. The previous build, like most florist sites in the region, treated the photograph as a 200px thumbnail in a grid of identical tiles. We bet the lift came from inverting that.

Three constraints shaped the rest of the design. First, this is a multilingual market: Latvian, Russian, and English buyers all shop here, and a one-language storefront forfeits a third of the catchment. Second, gift attachments — balloons, sweets, champagne, candles — are real revenue in this category and have to live inside the cart, not behind a banner. Third, the daily homepage shouldn't need a human editor to feel current; countdown specials would carry that.

OpenCart was a given — the operations team already knew it. We built a custom theme on top: Twig templates, SCSS for the design system, and a small Alpine-driven JS layer for the variant picker, countdown specials, and cart-side gift attachments. The catalogue, payments, taxes, and orders stay on OpenCart's well-trodden rails.

The author's-bouquet pages are the spine of the site. Each one carries the photograph at full canvas width, a sized-variant strip (S · M · L · XL) that adjusts both the price and the included stem count, a one-click 'add gift' panel (balloons / sweets / champagne / candles / vases) that injects an attachment line into the cart, and a delivery widget that shows same-day cutoff time live. Nothing here is novel by itself — what's new is that all of it sits on the product page, not behind a wizard.

Trilingual content runs from OpenCart's built-in language module against one catalogue, so adding a Russian or English description to an existing product is a content edit, not a clone. URLs follow `/lv/`, `/ru/`, `/en/` with hreflang tags set per page; Cloudflare in front of the origin serves the cached HTML across the LV / RU / Baltic corridor in under a second on cold cache.

Discounts started as static prices. After two weeks the team was hand-editing the homepage daily to surface that week's specials, and every edit risked breaking the layout. We moved discounts to a per-product timer with start / end timestamps in the admin — the homepage reads them and renders the countdown automatically. Operations went from 'edit the homepage every morning' to 'set the timer, walk away.'

Gift attachments were originally a separate add-on screen between cart and checkout. Conversion fell at that step. We pulled the attachments back into the product page itself — a small horizontal strip of 'add a balloon? add champagne?' below the variant picker. Attach rate climbed materially, and the checkout flow lost a screen.

The events surface (Weddings, Photo zones, Birthdays, Corporate) came in v2 once the catalogue side was stable. It runs as a separate landing flow with inquiry forms, not as products with prices — because event work is quote-based, not cart-based, and pretending otherwise confuses the buyer.