IceRays
Sun sleeves built for the Aussie sun.
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The brief
IceRays sells UV-protection arm sleeves built for the Aussie sun — tradies, golfers, gardeners, anyone who spends real time outside and is sick of slip-slop-slapping their forearms every 90 minutes. The brand needed an ecommerce home that didn't feel like another generic Shopify dropshipper. It had to look local, feel trustworthy, and sell sleeves to people who'd never bought a sleeve before.
The challenge
The category itself was the hard part. Most Australians have never thought 'I should buy a sun sleeve' — they reach for sunscreen or a long-sleeve shirt. So the store couldn't just be a product page; it had to do the educating too. On top of that, sizing for arm sleeves is genuinely fiddly, returns are expensive at low price points, and the brand was starting from zero — no SEO, no reviews, no audience.
What I built
I set IceRays up on Shopify with a custom theme tuned for the Australian market — local currency, local shipping language, plain-English size guides with a 'measure your bicep' walkthrough so people actually order the right thing the first time. Product collections were structured around use case (work, sport, garden) rather than just SKU lists, which made the store browsable for people who didn't know the lingo yet. Checkout got the optimisation pass — Apple Pay, Google Pay, Shop Pay, the lot — and the product pages lean hard on the UV-protection story so buyers understand why a sleeve beats reapplying sunscreen all day.
The outcome
IceRays now operates as an established Australian ecommerce brand with a clean product catalogue, optimised checkout, and a site that does the educating before the selling. It's the quiet kind of win — a store that just works in the background while the founder focuses on stock and partnerships rather than fighting their tech.