In one of the most extensive re-development projects we've undertaken, we rebuilt Marilyn's Keepsakes from the ground up. A complete design overhaul (with a focus on SEO) was just the most visible part of re-thinking everything about the site.
Behind the scenes, the site has seamless intergration with an image server to allow customers to preview their personalized products, a complete promotion system and merchandising controls, and an article CMS to allow them to continually add fresh content.