CASE STUDY
Fancy Sinner: Ecommerce and Subscription Box Platform for a Luxury Lingerie Brand from Santo Domingo
Custom ecommerce development with Ruby on Rails for Fancy Sinner, a handcrafted lingerie brand from Santo Domingo: a bilingual online store, a monthly subscription box with a style profile, bookable experiences, gift registries and the marketing automation behind them.
- Client
- Fancy Sinner Lingerie
- Industry
- Luxury lingerie, ecommerce and subscriptions
- Country
- Dominican Republic, shipping to the US
- Launched
- January 2026
- Stack
- Ruby on Rails, Hotwire, PostgreSQL
- Services
- Ecommerce, subscription billing, marketing automation
Fancy Sinner is a Dominican luxury lingerie brand that designs and handcrafts every piece in Santo Domingo. DevLunch built its platform with Ruby on Rails and Hotwire, replacing a WooCommerce store: a bilingual store with card, PayPal and bank transfer payments, a monthly subscription box curated by hand from each subscriber's style profile, bookable in-store experiences, gift registries, automated email and a back office for orders, subscriptions and campaigns.
THE ESSENCE
A New Piece Every Month
At the heart of the platform is a promise: tell us what you like once, and every month a handcrafted piece arrives at your door, chosen by people, not algorithms. Pick your colors and plan, skip a month or pause, and watch a year of boxes come together.
- 1Tell us what you like
- 2Choose your plan
- 3Handcrafted for you
- 4At your door
Pick up to three colors and a plan. Skip a month or pause anytime, like in the real subscription.
The platform in numbers
- 4,833+
- Boxes delivered
- 2
- Delivery countries, Dominican Republic and United States
- 2
- Subscription plans
- 4
- Steps in the style profile
- 11
- Store categories
- 2
- Languages, English and Spanish
SUBSCRIPTION BOX
Subscription Box Funnel, From Plan to Monthly Box
The subscription is the core of the business. A visitor chooses a plan, signs in with a link, pays, and builds a style profile that the team uses to hand-pick every box. Try the working replica below with sample data; the log on the right shows what the platform does at each step.
Your first box starts here.
1. Choose your plan
2. Billing
3. Tell us where to deliver your Fancy Box
Interactive replica with sample data. Payment is simulated.
Plans, billing and destination
Two plans billed monthly or yearly, with delivery to the Dominican Republic or the United States pre-selected from the visitor's country.
Passwordless sign in
Customers sign in with a link or code sent by email, so there is no password to forget before paying.
Recurring billing with Stripe
Stripe handles subscriptions and the customer portal. Webhooks and a daily check keep every subscription in sync.
Style profile
Fit, preferences, delivery and extras in four steps. The team sees the full profile next to each box they prepare.
A box order every month
Each paid renewal creates the month's box order, which moves from pending to preparing, shipped and delivered.
Email at every step
Subscribers get an email when they sign up and when their box moves forward.
Bilingual Store, Experiences and Gift Registries
Beyond the subscription, the platform runs the full online store and the boutique's experiences, in English and Spanish.
- Catalog by category with size and color filters
- Variants by color and size, each with its own price and stock
- Card, PayPal or bank transfer with voucher review by the team
- Discreet home delivery or pick-up at the store
- Coupon codes with dates, limits and first purchase rules
- Bookable in-store experiences, scheduled over WhatsApp
- Gift registries for weddings, showers and anniversaries
- Passwordless accounts with order tracking
What Makes the Platform Different
Curated by people, run by software
The platform handles billing, box orders and the style profile so the team can spend its time choosing each piece.
Bilingual with AI help
Product translations to Spanish are drafted with AI and approved by a person in a review queue before they go live.
Email built in
Automated emails plus a campaign builder with customer segments and open and click tracking.
SEO carried over from WooCommerce
Every old URL redirects to its new page, with hreflang, structured data for products and the store, and a daily sitemap.
Attribution you can trust
Each landing page tags where a customer came from, and purchases are sent server side to Meta for ad optimization.
A back office for every team
Orders, subscriptions and their analytics, bank transfer approvals, experiences, registries, campaigns, coupons and audit logs in one panel.
Integrations
- Stripe
- Cards, subscriptions and the customer portal
- PayPal
- One-time store payments
- Bank transfer
- Voucher upload with team approval
- Postmark
- Transactional email and campaign tracking
- OpenAI
- Spanish translations and SEO metadata
- Meta Conversions API
- Server side purchase events
- Amazon S3
- Product images and video
- Help button and experience scheduling
Tech Stack
Backend
- Ruby on Rails
- PostgreSQL
- Solid Queue
Frontend
- Hotwire (Turbo and Stimulus)
- Tailwind CSS
Infrastructure
- Docker
- Amazon S3
- Cloudflare
- GitHub Actions
AI
- OpenAI
FAQ
Frequently asked questions
Fancy Sinner is a Dominican luxury lingerie brand that designs and handcrafts its pieces in Santo Domingo. It sells online, through a monthly subscription box and at its boutique, and ships to the Dominican Republic and the United States.
Ruby on Rails with Hotwire, PostgreSQL and Tailwind CSS, with Stripe for subscriptions, PayPal and bank transfers for store orders, and Postmark for email.
The customer chooses a plan, pays with Stripe and fills a style profile with fit and preferences. Every month the renewal creates a box order, and the team hand-picks the piece using that profile.
Yes. Products, customers and posts moved from WooCommerce and WordPress to the new platform, with 301 redirects so search rankings carried over.
DevLunch builds custom ecommerce, subscription billing and marketing automation with Ruby on Rails for brands in the Dominican Republic and the United States.
Build a Subscription Business for Your Brand, from Santo Domingo
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