Can a Wishlist Be as Distinctive as the Brand Behind It?

Driver Digital x LaPointe

LaPointe is a brand known for defying convention. Founded in New York City by Sally LaPointe, its luxury womenswear is known for monochromatic palettes, bold silhouettes, and effortlessly chic pieces favored by Beyoncé, Rihanna, and Oprah Winfrey. Its unique reputation comes from its intentional approach everywhere, from sharp, modern collections to the digital storefronts that showcase them. It’s not a brand where just any features will do.

When LaPointe set a goal to create a digital wishlist that was as seamless and polished as its brand, there was no room for an out-of-the-box solution. The wishlist should be every bit as unique and bespoke as LaPointe’s unconventional approach to womenswear. LaPointe partnered with Driver Digital—a digital solutions agency and certified Shopify Partner—to explore a wishlist feature that felt like it could be built for no one else like LaPointe. 

The Need for an Unquestionably “LaPointe” Wishlist Experience

A brand as distinctive and minimalist-chic as LaPointe needed to look beyond a standard wishlist. Nothing about the wishlist should appear bolted-on. Instead, it should be native to the luxury experience on the LaPointe website. “[They] wanted the experience to feel completely seamless,” said Maria Carter, CTO at Driver Digital. “As though a custom wishlist solution had been built specifically for them.”

Achieving a seamless look and experience meant a LaPointe-like obsession with the details of the new wishlist. That started with the standard Swym integration in LaPointe’s custom Shopify Plus theme, already styled to match the brand’s minimalist aesthetic. But that wasn’t quite enough. LaPointe wanted users to experience a unique wishlist as well. 

Specifically, could customers wishlist a product without being locked into a specific size? Could they add a product to the cart drawer directly from the wishlist without reloading the page? Could they find the wishlist from their account page? And did every click match the brand’s existing website in every last detail?

Using a Familiar Face to Build a Custom Solution

One way to address these challenges would be to build a fully customized wishlist solution. But doing so would have required significant engineering hours. Instead, Driver Digital could build everything LaPointe needed on Swym’s existing integrations. “Swym’s Wishlist Plus JavaScript SDK and handy API Guides provided complete and easy access to the library of Swym data, hooks, and actions for lists, with useful examples of common implementations in Shopify Liquid and vanilla JavaScript,” Carter said. 

Using these features, Driver built a new wishlist experience for LaPointe that matched its collection templates—as Carter put it—“down to the pixel.” Features like size selection and effortless add-to-cart buttons directly from the user’s wishlist were easy to implement. Driver Digital only had to make simple modifications, such as modifying the “add-to-wishlist” button so that it would only fill in a “heart” symbol if any of a specific product’s variants were added to a user’s wishlist.

Add-to-cart features were reimagined, too. Driver added a collapsible “accordion” variant-selection feature to the Wishlist product card. The variant displays, which matched the style of LaPointe’s site, showed both available and out-of-stock statuses for each item. Simply clicking a size variant selects the size for the wishlist. 

Additionally, using the theme’s custom add-to-cart button logic means each user can see clear “Sold Out” states if a specific variant is out of stock. This reduces friction and frustration for users who add products to a wishlist only to find out later that the brand was out of stock the entire time. Combining Swym’s integrations with Klaviyo meant Driver could connect these features to Klaviyo’s handy Back-in-Stock feature, which LaPointe was already using on regular product pages.

The result? A wishlist experience that offered the features and unique branding of a fully bespoke build. LaPointe’s sharp, intentional aesthetic remained intact. The unique features—ones customers wouldn’t only appreciate but would also reflect well on LaPointe’s attention to detail—brought the retail experience to a digital showcase. For LaPointe, that meant customers could enjoy a frictionless and luxury-grade digital experience. Driver Digital accomplished that without the heavy lifting of building from scratch.

A Luxury Fit: Native Design, Frictionless Shopping, and Customer Confidence

For Driver Digital, the LaPointe project was proof of what can happen when the right creative partner meets the right technology. Swym’s infrastructure—the Wishlist Plus SDK, APIs, and integrations—brought the foundation. Driver Digital added its design-led precision, molding each tool into a luxury-grade bespoke feature fitting LaPointe’s unique tastes and requirements. The resulting wishlist both looked and felt entirely native to LaPointe’s custom Shopify theme.

This was all possible without an overly challenging design process. Leaning on Swym’s flexible architecture prevented the need to start from scratch. This meant Driver could save LaPointe endless engineering hours while still delivering the “down-to-the-pixel” polish the brand was looking for. Every detail, including accordion-style size selectors to unique add-to-cart logic, meant LaPointe still received the enhanced functionality it was after. The resulting wishlist was highly functional and in keeping with the chic LaPointe aesthetic.

LaPointe wanted more than a fun add-on with its wishlist feature. It needed a way to reinforce its reputation for precision and polish. Pairing Driver Digital’s approach with Swym’s flexible structure created something that was made-to-measure without having to weave every solution fresh. For Driver, the collaboration was a clear demonstration of why Swym’s APIs can be critical for brands looking for a bespoke experience.