Fair To Middlin' Goods

The brief

Fair To Middlin’ Goods is a Nevada-based maker of handcrafted western decor: hook racks, buckle holders, mirrors, cork boards, and wall art built from genuine wood, leather, and real cowhide. They needed a storefront that did two jobs at once: a clean retail catalog for end customers browsing pieces for their home, and a real B2B flow for boutique retailers stocking the line by the case.

They didn’t need a heavy commerce platform. What they needed was a fast, editorially controlled site, a wholesale information page that actually answered buyer questions before the sales call, and an order intake that worked equally well for a digital-native buyer and a shop owner who prefers a printed PDF.

What we built

• A static Astro 6 site on the Tarpon Web Co. starter, deployed to Vercel with a Tailwind v4 design system tuned to the brand (paper textures, hand-drawn flower patterns, custom display + script + label type stack).
• A category-driven catalog with retail and wholesale pricing on every product card, sourced from Astro Content Collections so the client edits the catalog like a content directory.
• A complete wholesale page covering brand overview, terms ($500 opening order, $250 reorders, 3 to 6 week lead, FOB Origin Nevada, Net 15 / Net 30 on approval, photo-documented damage policy), and a customization grid for all wood finishes (Walnut, Weathered Gray, Black) and cowhide fabric options (Sandy Spot, Brown & White, Gray Spot, Pepper Spot, Light Brindle, Dark Brindle).
• A SKU build system (PRODUCT, SIZE/TYPE, MATERIAL, FINISH/FABRIC) with a worked-example panel so buyers can spec orders like HOOK-3-WOD-WAL or BH-4-FAB-SSP without a back-and-forth email.
• An online wholesale order form that accepts free-form QTY × SKU lines, posts to a typed Astro API route, and emails the order through to the studio. A printable PDF order form lives alongside it for partners who prefer to fax or attach.
• Sveltia CMS at /admin with GitHub OAuth, so the client edits pages, products, and categories through a real CMS UI that commits straight to the repo. Media uploads go directly from the editor’s browser to a shared DigitalOcean Spaces bucket using SigV4, no server in the path.
• A custom brand component library (eyebrow labels, star dividers, flower pattern overlays, brand iconography) so future pages stay on-brand without one-off design work.

What we kept off the page

No popups. No email gate. No fake countdown timers. No “spin to win.” A wholesale buyer should be able to land on the page, read the terms, see the finishes, build a SKU, and place a request inside of two minutes. That’s the whole job.