The challenge
Mata Payals is a handcrafted 925 sterling silver house with more than 15,000 designs spanning women's anklets, toe rings, necklaces, earrings, bangles, mangalsutras, rings and nose pins; bridal mangtika, mathi, waist belts, baju bands and hair accessories; men's chains, bracelets and kadas; baby anklets and kadlis; and silver idols, pooja items, frames and utensils. A catalogue that size breaks most storefronts outright — collection pages that take seconds to load, filters that return nothing, and a shopper who gives up before finding the one anklet they wanted. Silver adds a second problem: buyers want to know it is real, and price varies enormously across the range.
What we did
- Designed the merchandising structure around who is being bought for — women, men, baby, bridal, home and pooja — before category, because a 15,000-piece silver catalogue is navigated by recipient first.
- Built price-band browsing across the range so a shopper working to a budget can start there instead of filtering by price after the fact, which is how the under-₹5,000 and premium ends of the catalogue both stay reachable.
- Led with proof of authenticity — BIS hallmarking and anti-tarnish coating stated on product pages — because in silver the assurance is the conversion lever, not a footnote.
- Structured collection and filter architecture to hold a catalogue of this scale without collapsing: paginated, indexable collection pages and filters that stay fast as the range grows.
- Kept the trust terms visible in the buying path — transparent pricing, free pan-India shipping and 7-day exchanges — since a first-time silver buyer online is deciding whether to trust the seller as much as the piece.
- Merchandised the bridal and pooja ranges as distinct destinations, because both are occasion purchases with their own timing and their own basket.
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.