Context
The brief.
House of Mohini makes handcrafted clothing for women: co-ords, suits, anarkalis, lehengas and embroidered shirts, finished with zardosi, aari, mirror and bead work.
It was one of our first clients, and the brief was conversion. The store had to show off that handwork and still sell like a store.
How do you sell craft you can only really see up close?
Context
The problem.
Handwork is hard to photograph.
Zardosi, aari and mirror work lose their detail in a thumbnail.
A wide range, one label.
An embroidered shirt with a Pooh patch and a ₹28,000 anarkali had to live in the same catalogue.
Browsing has to become buying.
A beautiful store that doesn’t convert is a lookbook.
Outcome
What we built.
Shop the way people shop.
Bestsellers and new arrivals first, then categories, a seasonal edit and collections from shirts to lehengas.
The craft in the product.
Every product names its handwork, so the detail is visible before anyone zooms in.
Reviews and price, up front.
The two things a buyer checks first are never more than a glance away.
Conclusion
What we took away.
Early clients shape a studio.
Mohini trusted us before we had much of a portfolio to show. We built it like it would be the first thing in one.
Conversion is a design problem.
Every decision on the store was measured against one question: does this help someone buy?
