New Eve
Managing client domains without the registrar runaround
How New Eve uses OpenSRS Storefront to reduce back-and-forth and keep domain management streamlined.
About New Eve
New Eve is an Oklahoma-based boutique web studio providing website and video services to a diverse client base, including many mission-driven organizations and nonprofits. Co-founded by Paul Massell, the company keeps its team intentionally small to stay closely involved in every engagement. While relationships often begin with building or redesigning a site, the long-term focus is hosting and ongoing support—managing not just the projects themselves, but the systems behind them through their cloud, video, and email services. Clients work directly with Paul, who remains hands-on in the technical details and day-to-day management, building partnerships designed to last.
The challenge: fragmented domain ownership
and access
Over the years of supporting clients, Paul found that the deeper New Eve became involved in managing their digital infrastructure, the more frequently questions around domain registration, ownership, and access surfaced.
“I’ve been doing this for almost 10 years, and it’s something that comes up every time you have a project. People ask me who they should register their domains with, or if I can manage their domains for them. And I’ve never really had a great answer for them.”
He would recommend a registrar he trusted, but sending clients to a third party created a fragmented experience. When DNS changes or account access were needed, the process often stalled.
“It was never seamless working with clients because there are [usually] access issues.”
It became clear that domains are far more than a registration detail. They sit at the center of a company’s digital infrastructure, often controlling not just the website, but email and other core systems as well. That’s where things can quickly unravel.
“People can’t register [their domain] with a business email because you can get locked out. If their domain expires, their business email stops working, and they can’t reset their password.”
For nonprofits—a client group New Eve services regularly—the ownership question can be even more complicated.
“With a nonprofit, they don’t actually have an owner, so [domain ownership] becomes a complicated question.”
These recurring issues made one thing clear: domain ownership and access needed to be structured intentionally. Bringing domain management in-house would give New Eve a cleaner, more reliable way to handle that responsibility.
The solution: bringing domains into the service stack through OpenSRS Storefront
The decision to manage domains internally wasn’t about adding another service. Paul needed a solution that would give him better visibility into ownership and access, reduce delays when clients needed DNS changes, and allow domains to live fully under the New Eve brand.
After testing several options, OpenSRS Storefront stood out for combining operational control, white-label flexibility, and responsive support in a single platform.
Transparency under the hood
When Paul started onboarding clients through OpenSRS Storefront, it gave him something he didn’t have before: a clear, consistent system for domain ownership and access—without the back-and-forth and access issues he’d experienced in the past.
“With Storefront, [everything’s] transparent. I can see exactly what’s going on under the hood.”
And it reduces the friction that causes delays when clients need help.
“A lot of times, clients email me and ask me to make a change for them, and I can’t do it because I don’t have DNS access… If I had all of our clients on there, which is the goal, then we wouldn’t run into those roadblocks or delays.”
For New Eve, the plan is straightforward: transition clients over time and build a streamlined, centralized system for managing domains.
“My ultimate goal [is] that all of our clients are on it.”
“Log in as customer” changed everything
When asked what feature has made the biggest difference so far, Paul didn’t hesitate.
“You guys have a ”Log in as customer” feature. That’s number one by far. Instead of having to ask clients to log into their domain account, send me an invite, accept the invite, and hope they gave me the right permissions to manage things, I can log in and switch to their account and manage everything for them very easily.”
It gives him direct control when it’s needed—without complicating ownership or access for his clients.
A cleaner, brand-first domain experience
Another huge consideration was ensuring that, if domains were going to become part of the offering, they would live under the New Eve brand. Paul wanted clients to stay within his ecosystem, reinforcing the relationship rather than redirecting them elsewhere.
“White labeling would have been a deal breaker if it didn’t exist.”
Storefront gave him the flexibility he needed to fully align the experience with his brand through custom styling and CSS.
“I added a ton of custom styling.”
At the same time, Paul appreciated that the platform avoids unnecessary complexity. There’s no need to build from scratch or manage an entirely separate branded environment.
“When I found Storefront, it was just kind of [an obvious choice] to have it done for you instead of building it out yourself… It’s not like you have to pick a theme. You just change the important stuff, and then it all works as normal.”
That balance—brand control without unnecessary complexity—also shapes the client experience.
“The UI is just so much more calm and relaxed compared to other registrars… Storefront is just laser-focused on domains.”
Instead of upsells and distractions, clients encounter a focused, domain-only environment that feels intentional and professional. That simplicity helps Paul focus on the task at hand rather than navigating distractions.
Support that felt human
Onboarding with Storefront was “straightforward and easy,” but when Paul needed help with a DNS-related issue, the support experience reinforced his confidence in the platform. Rather than navigating layers of automation, he was able to connect directly with someone who could help.
“I chatted with a human, then I had a follow-up over email with a human, and it was just really cool.”
Compared to traditional registrar support experiences, the contrast was sharp.
“With other registrars, if you try and get in touch with support, it’s like you have to go through all these bots that act like they’re going to help you, but they don’t.”
The difference was simple but meaningful. Being able to connect with a real person—and receive clear follow-up—stood out compared to other experiences. The responsiveness and direct communication from our Support Team left a strong impression.
The takeaway: domains that match the way New Eve works
New Eve’s story is a common one for modern service providers: the deeper you support a client’s digital infrastructure, the more domains become part of the conversation.
Storefront gives Paul a way to manage domains cleanly, transparently, and under his own brand—without adding friction or admin overhead. It’s built to support that kind of service model by offering:
A flexible management experience that allows you to manage domains for clients or let them self-serve
Tools that reduce administrative burden and streamline DNS troubleshooting and changes
For a boutique business built on trust and direct support, having that structure in place makes a meaningful difference.
“If anyone asks me [to manage domains], I’m never going to say no again… it’s just very clean instead of [a] messy situation.”
Support your clients more confidently, reduce DNS back-and-forth, and keep your brand at the center of the experience.