Roshni Boutique had already established a loyal customer base with its exquisite ethnic collections, but their digital storefront was struggling to keep up with their growth.
By 2023, the brand was facing a classic “scaling ceiling.” While inventory and demand were increasing, the website—built on a legacy theme—was becoming a bottleneck. It lacked the speed, searchability, and premium aesthetic needed to convert new visitors who didn’t know the brand personally.
Khushboo Tulsian approached us with a clear directive: Make the website look as premium as our products and capable of handling national traffic spikes.
We didn’t just “update” the theme; we re-engineered the entire customer journey. Transitioning to a robust Shopify Pro architecture, we prioritized mobile-first discovery, seamless filtering for their massive catalog, and a “Story-First” design language that highlighted the brand’s 100% women-owned heritage.
80% of traffic was mobile, but the site was heavy and unresponsive. High-resolution product images were slowing down load times, causing frustrated users to abandon carts during festive sales.
With hundreds of SKUs across Kurtis, Lehengas, and Co-ords, customers were getting lost. The old navigation couldn't handle deep categorization (e.g., filtering by "Mul Chanderi" or "Luxurio"), leading to high bounce rates on category pages.
The previous design felt "transactional." It lacked the storytelling elements needed to justify premium pricing, missing key trust signals like the "Women-Owned" narrative and verified customer lookbooks.
We restructured the entire catalog into an intuitive hierarchy. We introduced "Shop by Occasion" and "Shop by Fabric" (e.g., Luxurio, Mul Chanderi) to help users find specific styles instantly, reducing time-to-product by 40%.
We stripped the bloated legacy code and built a lightweight, modular theme. We implemented lazy loading for their image-heavy catalog and optimized assets, ensuring the site loads under 2 seconds even on 4G networks.
We integrated a "Feedback by Our Lovely Ladies" section directly onto the homepage, pulling Google Reviews to build social proof. We also added the "100% Women Owned" badge prominently to align with their brand values.
A 5-Step Execution Plan That Transformed Chaos into Bookings
We conducted a stress test on the legacy site to identify why mobile conversions were dropping. We mapped out a new category tree to handle 500+ SKUs without clutter.
We designed the mobile interface before desktop. The focus was on "Thumb Zone" navigation—placing the Add to Cart, Filters, and Chat buttons within easy reach for one-handed shopping.
We migrated the store to a custom Shopify 2.0 theme. This modular setup allowed us to build drag-and-drop sections for "New Arrivals" and "Testimonials" so the client could update the site without code.
We implemented next-gen image formats (WebP) and "Lazy Loading" for the infinite-scroll collection pages. This ensured high-res fabric textures loaded instantly without lagging the browser.
We integrated their native Mobile Apps (Android/iOS) with the Shopify backend, ensuring inventory, orders, and customer profiles were perfectly synced across Web and App in real-time.
