Squarespace Redesign, Brand Integration, Content Strategy
Surseen by Anna Wiggins
Surseen is where secondhand shopping meets personal styling—curated, intentional, and rooted in sustainability. Founded by Anna Wiggins, Surseen brings confidence, comfort, and self-expression back to the wardrobe through stylist-selected, high-quality secondhand pieces. This project focused on supporting Anna’s evolution from a service-based brand to a hybrid boutique with a physical presence—in a way that honored the brand’s existing aesthetic and future direction.
Our collaborative meet que…
love an origin story
Beginning in January 2026, Surseen will expand from an online and personal-styling service into a brick-and-mortar boutique in Bearden, offering a tactile, in-person experience while maintaining personalized styling support for members.
Like many meaningful J-Bird collaborations, this one began through the Knoxville entrepreneurial community—referrals and relationships built through Aught, WIE, The Maker City, KEC, and long-standing colleagues like Erika Biddix and Booth Andrews. Anna’s primary challenge:
Her website still reflected her original business model of personal styling, but she now needed her homepage to communicate a new chapter—Surseen’s upcoming storefront and offerings.
the client’s Primary goals were…
Clearly communicating the transition from remote styling to an in-person boutique experience
Retaining language around personalized services available to members
Freshening visual design and messaging to align with her evolving brand identity
Creating educational, supportive Frequently Asked Questions (FAQs) that highlight her expertise
what she thought she needed vs
Services & Solutions Provided
Jerika was an incredible collaborator—quick with homework, communicative, and invested in learning best practices. Her involvement allowed the project to move at a pace that was both efficient and genuinely empowering.
eCommerce Platform Consulting
- Because Surseen sells exclusively one-off, stylist-selected pieces, we consulted on platform strategy—including confirming that staying on Squarespace was the most efficient choice.
- Platforms like Shopify are built for multi-quantity SKUs; Anna’s inventory model requires simplicity and agility, not warehouse-style systems.
- This insight saved time, money, and the headache of populating a complex setup.
Squarespace Homepage Redesign & Content Refresh
- Updated the homepage to reflect Surseen’s shift toward a brick-and-mortar boutique
- Improved flow of information and clarity around offerings
- Integrated storytelling elements to explain the brand evolution
- Brand Color Integration – Incorporated deeper, richer tones from Surseen’s palette to elevate visual depth and consistency
SEO-Aligned Content Support
- Provided content prompts and structured FAQs to educate users and support search visibility
- Crafted language that communicates the brand’s value while improving conversion pathways
“From our initial meeting, Jess was able to provide me practical insights on platform decisions, ultimately saving me time and money. From there, she provided a clear path for moving forward. She asked questions to understand my aesthetic and content preferences and truly listened to my feedback before implementing changes with a quick turnaround. She provided objective, critical suggestions that improved the messaging, SEO, and functionality of my website and left me with a sense of clarity and confidence that I could make tweaks on my own as my business continues to evolve and grow. Most importantly, I felt like I gained a cheerleader for my business who wants to see it succeed and is willing to share it with others. As a small business owner in the early stages of launching, I’m incredibly grateful for Jess’ knowledge, objectivity, and support!”
Five Start Google Review | Anna Wiggins
Looking back at our collaboration…
Having known Anna for years through Knoxville’s creative and entrepreneurial circles, supporting this next chapter of Surseen has been deeply meaningful.
Guiding her through the transition from remote personal stylist to brick-and-mortar boutique owner felt like cheering on a long-time colleague who’s stepping fully into her vision. Secondhand fashion has always been about intention—and now, her digital presence reflects that same thoughtful evolution.