The challenge
Abriha Trends sells handcrafted Indian ethnic wear — Kanjeevaram, Banarasi, georgette, cotton and organza sarees, lehengas, Anarkalis, sharara and co-ord sets, kids' pattu pavadai and mom-daughter combinations, plus a full jewellery range and bespoke Aari and Zardosi embroidery. Ethnic wear is not shopped by product type; it is shopped by occasion. Someone buying for a reception, a mehendi, a pooja or a wedding is looking for something quite different each time, and a store organised only by garment category forces every one of those visitors to do the translation themselves. Layer bridal customisation on top — an enquiry, not a checkout — and the site has to carry two different kinds of transaction at once.
What we did
- Built occasion-led navigation alongside the category tree, so Wedding, Festive, Party, Mehendi, Reception, Engagement, Pooja and Casual are entry points in their own right rather than tags a shopper has to discover.
- Structured the catalogue by fabric and weave — Kanjeevaram, Banarasi, georgette, cotton, organza — because in this category the fabric is the product decision, and filtering on it is the difference between browsing and searching.
- Gave the bridal and custom-embroidery work its own path: a consultation enquiry flow for Aari and Zardosi customisation that sits beside the ready-to-ship catalogue without confusing the two.
- Merchandised the jewellery range (earrings, necklaces, bangles, maang tikas, Kundan, AD and Kemp bridal sets) to cross-sell against the garment collections, so a lehenga page can complete the look rather than ending the session.
- Designed a warm, craft-forward theme that carries the 'Handcrafted with Passion, Worn with Pride' positioning — detail photography at scale, and the artisanal story present on collection pages rather than confined to an About page nobody reads.
- Built the kids' and mom-daughter combination sets as their own browse route, since that is a distinct gifting occasion and does not belong inside the women's tree.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.