Overview:

Dorsal Lure Co. is a boutique bass fishing lure manufacturer based in South Africa, creating handcrafted, high-quality soft plastic lures for local anglers. As demand for the product line grew, the owner needed a way to sell directly to the public and better manage stock — without relying on third-party platforms or social media alone.

Rupert was commissioned to create a secure, professional, and highly usable eCommerce website with end-to-end stock and order management, giving the Dorsal brand a solid digital foundation.

Challenge:

While the product quality and niche market positioning were excellent, the business lacked a proper digital storefront. The client needed:

• A secure and user-friendly online store.
• Seamless South African payment gateway integration (PayFast).
• A robust, custom-built admin panel that didn’t overwhelm.
• The ability to manage inventory, images, and orders independently.
• A platform that could grow to support content (photos, video, blog/promo posts) without relying on outside platforms like Instagram.

Rupert’s goal was to deliver all this while keeping the interface light, fast, and responsive across all devices — especially mobile.

Solution:

Rupert built the Dorsal Lure Co. site from scratch, using modern, lightweight frontend and backend technologies. The final solution included:

• Fully custom online store (no bloated platforms like WooCommerce).
• Secure PayFast integration for real-time payments.
• Custom admin panel with intuitive inventory management.
• Built-in image editor (crop, resize, etc.) for clean product visuals.
• Stock management system with visual alerts and updates.
• Optional display toggles for in-stock/out-of-stock control.
• SEO-optimized structure and fast page loads.

Results

Since launch, Dorsal Lure Co. has gained a nationwide digital footprint, allowing the owner to:

• Sell directly to customers around South Africa.
• Quickly and easily update stock or edit images.
• Control pricing, offers, and availability without external help.
• Professionally showcase his brand to tackle shops, anglers, and event organizers.

The clean admin tools and sleek frontend have empowered the business to scale confidently, while leaving room for growth in marketing and content creation.