Hemlock & Heather

The Glow Up

From Concept to Completion

Where the story begins

Background

I met the founders of Hemlock & Heather (H&H), Kris and Kelley, at Magnolia Market in Waco, TX. Hemlock & Heather is a husband-and-wife duo creating handcrafted state-shaped wall hangings from reclaimed wood in Austin, Texas. What began as a side project turned into a thriving business after their Texas-shaped artwork took off. Today, they’ve shipped thousands of pieces, built murals for major brands, and remain committed to quality, sustainability, and giving back.

Strategizing for Success

The Approach

EM Marketing strategized methods to display products to customers, marketing methods, and tools that would assist them in scaling their business.

Product Visualization

H&H needed a way to preview the customization before ordering and creating the final product would enhance the customer experience and promote conversion. As well, the solution needed to be functional for their workflow.

Advertising Strategy

Without a clear structure, and with no data to refer to, they needed information to help inform marketing efforts and decisions.

Support and Enhancements

Overall, H&H needed support to build and scale their business: refined branding, improved website, and optimized their email marketing.

Bringing It All Together

The Solution

Interactive Visuals

EM Marketing developed a custom Shopify plugin that gives customers a clear, realistic preview of their personalized products—so they know exactly what they’re getting before they buy. Just in time for the holiday rush, this feature boosted buyer confidence and helped drive sales.

Data-Informed Advertising

EM equipped Hemlock & Heather with the right tools to turn data into decisions, and ads into conversions. Facebook Business Manager streamlined their ad management, pixel tracking cleaned up their data for sharper insights, and A/B testing fine-tuned their campaigns to maximize what works. As a result, H&H's runs on a marketing strategy that’s smart, efficient, and built to drive growth.

Branding, But Make It Kris & Kelley

Hemlock & Heather’s brand isn’t just about what they sell—it’s about who they are. EM Marketing refined their online presence to make every touchpoint feel like them. From custom page templates to playful, on-brand emails, we built a cohesive strategy that amplified their story and personal style—creating an engaging customer experience.