The story
Wovely started with a frustration. A friend of mine — a genuinely talented illustrator — had been trying to get a website for over a year. Every agency quoted her $1,500 minimum. The cheaper freelancers delivered templates that looked identical to every other artist's site. So she stayed on Instagram, and Instagram's algorithm decided who got to see her work.
I'm a developer. I knew I could build her something better. So I did — properly coded, custom-designed, deployed on Cloudflare in a few days. She loved it. Her artist friends immediately asked for one. That's when I realised there was something worth building here.
The workflow I use is AI-assisted development — I write the design direction and logic, and use AI to execute code at a speed that would be impossible working line-by-line manually. Think of it like a senior engineer using a framework instead of raw assembly. The craft is still there. The thinking is still there. It just doesn't take six weeks and $3,000 to ship.
The name Wovely came from thinking about what the work actually is. Taking all the threads of who someone is — their colours, their story, their work, their voice — and weaving them into something real on the internet. Something beautiful. Not a template. Not a theme. A site built specifically around you.