Clarity, craft and commercial impact — without the agency fluff.
I work hands-on with every client, combining design, development and strategy. No layers, no middlemen — just direct collaboration and measurable results.
Recognised Partner of Klaviyo & Shopify.
30+ Years Helping Retail Brands Grow
My Story
I founded The Fresh Lab to bring a refreshing alternative to the typical agency model: no layers, no jargon, no hand-offs. The name comes from the idea of “cooking up” fresh approaches that are creative and commercial.
Clients work directly with me end-to-end — so nothing gets lost in translation and momentum stays high.
What I Believe
- People first. You work with me directly — not an account manager.
- No design for design’s sake. Usability and clarity drive the work.
- Commercial focus. We optimise what matters: conversion, checkout completion, retention and revenue.
- Partnership over projects. Many clients start with a focused piece or audit and stay long-term because we grow together.
- Clarity always. No hassle, no nonsense.
Experience
- 20+ years across retail and ecommerce
- 8 years working with Shopify & Klaviyo (official partner of both)
- Designer, developer and strategist in one — fast decisions, clean execution
- Partnered with brands including Hudson Shoes (turning DTC from afterthought to major channel), Royal Albartross, AIDA, Delilah, Oliver Goldsmith and many more.
Values
- Clarity. Straight talk, transparent process.
- Craft. Thoughtful design and best-practice development.
- Commercial impact. Measured by outcomes, not outputs.
Why Clients Choose Me
Direct communication, multi-skilled, flexible, proven results.
How We’ll Work
Most relationships begin with an audit or a focused sprint (e.g., PDP redesign, speed/performance, email flows). From there, I often act as an embedded partner on a flexible retainer across CRO, design/dev and retention.
Trusted by Leading Brands
Jon is highly talented and versatile — a rare mix of e-commerce strategist, designer and developer. He consistently delivers solutions that boost sales while staying true to brand.
CEO, Royal Albartross
We started with site maintenance but quickly moved to a full re-build. Jonathan’s knowledge and planning were amazing. Our new site is significantly better and faster, he has been invaluable.
Co-Founder, Aida Shoreditch
Jonathan offers true end-to-end support. From design that reflects our brand DNA to digital strategy and Klaviyo, no challenge is ever too much. Although technically external, he feels like part of our team.
Founder, delilah Cosmetics
Jon is forever helpful, engaged, professional and knows how to scale e-commerce businesses from the ground up. He asks the right questions at the right time, and is always hard working. It was a pleasure to work with him.
Marketing Partner, Royal Albartross
Hudson set a challenging target to increase sales by 70%. Jon reverse-engineered it into traffic, conversion and design improvements — and helped us exceed it. He’s now an important member of the team in building our brand.
Director, Hudson Shoes
Ready to see where your next 90-day uplift could come from?
No jargon. No pressure. Just practical advice.