This site is all about the hats! The lady who runs it also has an e-commerce shop, but she wanted a blog and a WordPress site for SEO benefits that brings. My brother is a photographer who often shoots weddings , as well as fashion, and the hats this lady provides have made a big difference to some of these shoots.
The actual site was very easy to setup as it uses a free WordPress theme, and just required some tweaking here and there. What this site demonstrates more than anything is that you need great photos to really stand out and look professional. I have seen lots of WordPress sites that are let down by poor images.
However you don’t need to be a photographer to get great shots, there are hundreds of Stock Photo sites around that have amazing images which you can either purchase for your exclusive use or simply get a single use license.