Therapie, a thriving department store on the Upper West Side, had a strong customer base of people who come to the store regularly, but wanted to connect to more customers online. Ultravirgo identified three types of customers for the online shop: regular customers who want some items shipped instead, previous customers who love the store but can no longer get there physically and would like to order their favorite beauty products and unique specialties, and customers new to the store. Since the shop is always bustling, the site needed to be easy to update. We created a simple, flexible framework for the site, based on open source shopping cart software, with a fully customized interface to leverage the upscale branding. Custom product photography for key products, and lush imagery establish the luxurious and professional tone of the shop.