art for the table

Mother-daughter startup starts selling online.

Mabel’s Table, an energetic start-up in Santa Fe, provided the perfect opportunity for creative collaboration. In creating 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 design 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.

You can view the full website here:  Mabel’s Table Santa Fe.

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



client review

“Love. Love. Love. It’s gorgeous! I can not thank you enough for what you put into this project.” ~ Holly Tunkel, Co-Founder



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  • Client Mabel's Table Santa Fe
  • Categories branding, design, marketing, seo, web design, wordpress website design
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