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The person who finds the leak is the one who fixes it.
I'm Richard Forbes-Simpson. I've spent 15 years building on Shopify, for 230+ brands from Gymshark and Victoria Beckham to Feel Reformed and Brew Tea Co. Graftstudio is how I work now: find what your store is costing you, fix what the evidence says pays, and stay responsible for it.
What changed
In 2011, brands asked me for pixel-perfect. Then for fast on mobile. Now they ask why conversion is stuck and AOV won't move.
A new theme doesn't answer that, and neither does a hunch, however experienced. So the work starts with evidence. I measure where a store is losing money, put a figure on each problem, and rank the fixes by what they return.
Most of what I find isn't glamorous. Checkout logic, gift-with-purchase rules that misfire, Scripts that need moving to Functions, subscriptions, the operational plumbing behind the storefront. It's the work that tends to get handed to a junior, and it's usually where the money is.
How I got here
Twenty years on the web. Fifteen inside Shopify.
2004
01 / 06
First sites
Building for the web, and learning the trade in Belfast agencies.
2011
02 / 06
Graftstudio
Started the studio in Newcastle upon Tyne and went all in on Shopify while it was still niche.
The Plus years
03 / 06
Inside the big builds
Part of the front-end team at a Shopify Plus agency, building for brands like Gymshark and Victoria Beckham, with Graftstudio running alongside.
Migrations
04 / 06
22,495Customer accounts moved off Magento
The heavy lifting
Built the Shopify Plus store for Ireland's biggest salon group as it left Magento: 22,495 customer accounts and 8,000+ orders. Delivered Cult Gaia's Shopify site.
2023
05 / 06
Graftstudio Ltd
Became a limited company. Still one person doing the work, on purpose.
Now
06 / 06
Evidence first
A Shopify Plus Partner. Every engagement starts by finding what the store is costing, before anything gets built.
How I work
Four things you can hold me to.
Evidence before spend
Nothing gets recommended on a hunch. Each problem gets a figure for what it costs and what fixing it is worth, and every change is measured before and after. If the numbers don't support it, I'll tell you not to do it.
One person, responsible
You talk to the person doing the work. No account managers, no juniors, no hand-offs. When a job needs a specialist, I bring in someone I have worked with for years and introduce them by name.
The simpler way first
If a feature isn't worth building, or there's a simpler route to the same result, you'll hear it before you pay for it.
Yours, always
Your store, your code, your access, all held in your name and documented as it's built. Clients stay because the work is good, not because they're locked in.
Kind words
“I'd never go back to working with a large agency after working with Graftstudio.”
Niamh RussellSteamline LuggageLuxury luggage used by Margot Robbie and Reese Witherspoon“We have worked exclusively with Graftstudio on a series of Shopify projects over the past twelve months. Richard has been nothing but forthcoming; he's reliable and quick, even at the toughest of times.”
Amelie JannoeMiller HarrisPositive Luxury's Beauty Business of the Year 2025“Richard has become a vital member of the team here at TOG Knives. He is fast to respond to enquiries and fast to complete the work too, both of which make a huge difference when you are managing an e-commerce site.”
“Richard at Graftstudio is a pleasure to work with. We truly value his support & would recommend Graftstudio to anybody on Shopify.”
Maggie IbetsonSnackfullyTrusted by over 900 UK offices“Richard will always recommend a better or simpler way of achieving a goal, something we find very valuable. The ground up build was complex with a lot of interesting features - all delivered exactly as planned.”
Phil KirbyCo-founder, Brew Tea CoTea brand acquired by Luxmi Group with 10,000+ active monthly subscribers“He was consistently solutions-focused, suggesting practical improvements that helped us streamline the site and create a better overall experience.”
Deborah BryantMusic ConciergeMusic curators for Rosewood, Belmond, Dishoom and Fortnum & Mason“We worked with Richard to develop a brand new website, and he really understood our vision from the start. Since then, he's continued to offer support whenever needed.”
Jenny AktasTUTTIStocked by John Lewis, Fenwick, Nordstrom and Macy's“Richard approached this project thoughtfully, and achieved a lot in a short time as a result. We are excited to continue working together!”
Andrew GobleJambysGifted to nominees in the 2023 Oscars gift bag“Richard has been an invaluable resource for us as we transitioned from another agency. His communication and responsiveness have kept up with our various complex needs. Highly recommend!”
Ben TwinehamPaxton & WhitfieldOfficial cheese supplier to the Royal Family since 1850“I can say with my hand on my heart, that I will never have to look again for a developer on any project I ever work on. Richard is honest, fast and top of his game.”
Ernest CapbertTOG KnivesT3 Platinum Award-winning knives, used by Michelin-starred chefs“Richard is a clear communicator and always sticks to deadlines. Work is always done to the highest level.”
Sonny SinghKILT SOCIETY™Rated 4.8 on Trustpilot from over 2,000 reviews“Graftstudio has excellent web developers with wonderful communication skills and an eye for design.”
Liliya KayIntelligent ChangeOver 3 million Five Minute Journals sold worldwide