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Cadeaurable is Micha Haddad's solo Brisbane workshop: laser-cut wedding signage, cake toppers, tags, gifts. Every order is custom: choice of material, colour, design and engraving text. We picked BigCommerce because every product needed that level of personalisation out of the gate, and got from nothing to a live store in two weeks.
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Cadeaurable is run by Micha Haddad, solo, from a Brisbane workshop, designing and making personalised laser-cut decor and gifts. Wedding signage, cake toppers, name tags, keepsakes, engraved and cut to whatever the customer specifies. Material (wood or acrylic), colour if acrylic, design variant, engraving text. Every single order is custom.
When Micha decided to launch, the timeline was tight: two weeks from nothing to a live store. The platform decision had to be right the first time. Deep product personalisation wasn't a nice-to-have we could bolt on later; it was the minimum viable product.
Shopify is the obvious default for a new ecommerce business, and for most stores it's a fine choice. But Shopify's product personalisation is shallow out of the box: anything beyond a colour-and-size variant means buying a paid app, sometimes several. For a store where every product has wood-vs-acrylic, a colour selection, a design variant and engraving text, that quickly becomes three or four monthly subscriptions stacked on top of the platform fee, each with its own admin, its own performance hit on every product page.
BigCommerce includes deep variants, customer-input fields and custom options natively. We could build the store Micha needed without inheriting a subscription tower on top of it.
We started on a stock BigCommerce theme and quickly hit its limits: layout decisions baked into the theme that didn't suit the personalisation flow, performance overhead from features Cadeaurable didn't use. With the budget tight, the cleaner path was to build a custom theme from scratch instead of fighting the stock one. That's what shipped: a bespoke theme on BigCommerce, sized to exactly what the store needed and nothing it didn't.
Brand identity, stationery, packaging direction and the storefront all went out the door at the two-week mark. Australia-only at launch: that was the immediate market and Micha wanted to nail it before opening up. As her Etsy presence grew and US and Canadian orders started coming through, we extended shipping internationally without rebuilding anything underneath.
Shopify is the default suggestion for a new store, and for most stores it suits. But its product personalisation is shallow out of the box: anything past a basic colour-and-size variant requires a paid app on top of the platform fee. Personalisation-heavy stores often end up running three or four of them, each with its own subscription and its own performance hit on every product page. BigCommerce includes deep variants, customer-input fields and custom options natively. For Cadeaurable, where every order has wood-vs-acrylic, colour, design variant and engraving text, that meant launching with the right configuration without inheriting a stack of monthly subscriptions before the first sale.
On a Cadeaurable product page, the customer picks the piece, then walks through the choices that change what gets made: material, colour if relevant, design variant, engraving text. Each choice surfaces as the previous one's been made. No overwhelming wall of options, no requirement to fill out fields you don't care about. Built natively on BigCommerce's product variant and custom-field system, no extra plugin.
Every Cadeaurable order is custom: the customer wants their venue spelled correctly, the right colour to match a flower arrangement, the right material to suit the table setting. We wired the storefront's chat through WhatsApp directly to Micha rather than running a generic web chat widget or an AI agent. Slower in the abstract, but the conversation lives on the customer's phone after the order, the answers come from the person making the product, and customers regularly note the response time in their reviews.
Cadeaurable launched on schedule: two weeks from brief to live store. Australia-only at first; once Micha's Etsy presence grew and international orders started coming, we extended shipping to the US and Canada without touching the underlying platform.
The reviews tell the story Micha cares about most. Customers note how quickly she responds in chat, how helpful she is when they're working out what'll suit their event, how much they trust the work. Many of them come back for the next event, the next gift, the next custom piece: the kind of repeat business a custom maker depends on.
Years on, the store still hums. Desktop PageSpeed Performance sits at 89, First Contentful Paint at 0.7s, Largest Contentful Paint at 1.1s. Fast for any ecommerce site, and notably so on BigCommerce, where the platform itself ships a fair chunk of code for cart, checkout and inventory before the custom theme even loads.
The platform choice has paid for itself twice over: in what doesn't load on every product page, and in what hasn't been spent. No app subscriptions stacked on top of the BigCommerce fee, no plugin tax, no third-party tools to maintain or migrate off when they get too expensive or get acquired.
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