I’m Arthur, in Southampton, Hampshire. ELMFOLD is me: the person who designs your store, writes every word, codes it by hand and launches it. No hand-offs, no juniors, no account managers.
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The headline: written first, then designed
Hand-thrown mugs, glazed in Hampshire.
£28
Add to bag● LiveAn example page, typed live. Every part of a site I build is written like this.
You don’t need to know what any of this means to hire me. But you should know what you’re paying for, so here it is in plain English.
Deciding where everything goes, how big, in what colour and type, and how it moves. On phones first, because that's where your customers are.
Why it matters to youPeople decide whether to trust a shop in a few seconds, before they read a word. Design is that first impression.
See it: Vincenzo Atelier: gilt frames and plaques →Same content, no design: everything shouts at once.
Every hand-off is a place where details get lost. With me, the person you talk to is the person who builds it, so nothing is lost in translation.
7 roles, 1 person, 0 hand-offs.
I build the kind of site I’d want for my own business. Because I have. Four of them, still running, still teaching me what makes a stranger trust a page enough to pay.
About fifteen years in and around businesses, roughly eight of them in ecommerce. Each of these needed a store or a site that sells, and each taught me what a studio that only builds for clients never sees: what happens after launch.
Shopify store · UKEmilie Pearled CandleStarted with my partner. Store, words, set builder, photos and film.Read the case study →VINCENZOATELIERShopify store · USVincenzo AtelierRoyal pet portraits for the US, and the private app that produces them.Read the case study →
Service website · SouthamptonSpray GuyOn-site spray painting. Positioning, copy, design, build, quote system.Read the case study →elmfold.Studio · this websiteELMFOLDThe site you're on: designed, written and coded by me, motion included.You're looking at it
- 01Words before pixels.
I write the page first, then design around it. Most sites are designed first and filled with words later, and it shows.
- 02Built, not assembled.
No themes, no page builders. Shopify or Next.js, written by hand, fast on phones, yours to keep.
- 03Everything in writing.
Scope, timeline, price, decisions. You always know what's happening and what it costs.
- 04Straight answers.
If a rebuild would cost more than starting again, or your budget fits an audit better than a build, I'll say so.
Proven, documented and widely used. If you ever want someone else to work on your site, they can pick it up on day one.
Node.js
Klaviyo
AI models
Vercel
Brands across the UK and the US. Prices in pounds or dollars, UK hours with afternoon overlap, and most of the work in writing and in your browser, so nobody waits for a call.