Eloria

The whole brand, not a slice of it

This is the project I run completely. Not a brief handed to me and returned — the operating plan, the search strategy, the content calendar, the product storytelling and the site itself, all of it mine to decide and mine to answer for.

That end-to-end position is unusual and it changes the work. When the same person writes the keyword plan, shoots the content and builds the page it lands on, nothing gets lost in translation between three agencies with three opinions.

Search and content as one system

Keyword planning drives what gets written, what gets photographed and what gets filmed, rather than sitting in a spreadsheet nobody opens. Every piece of content has a job: a query to answer, an objection to remove, or a collection to introduce.

The commercial result is the number above. It is the annual revenue I am responsible for driving, stated as exactly that and nothing more.

Selling ₹99 earrings without looking like it

Eloria sells gold-plated, anti-tarnish earrings — Korean-inspired bows and pearls, hoops, everyday pieces mostly between ₹59 and ₹249. The commercial challenge at that price is that the margin per order is thin, so the store has to convert well and the average order has to climb without discounting the brand into a bargain bin.

The storefront is built around that: shop-by-budget entry points at ₹99, ₹149 and ₹199, a free-shipping threshold that nudges basket size, cash on delivery because a large share of Indian buyers still expect it, and category routes for the styles people actually search — Korean earrings, hoops, bows, pearls.

Two custom tools do work a stock theme would not. Find my pair walks an undecided visitor to a recommendation instead of leaving them in a grid, and the jewellery tray lets people collect pieces before committing — useful when the decision is emotional and the basket is small.

The current storefront gives those journeys several entry points: new arrivals, best sellers, Korean styles, pearls, hoops and bows, plus edits organised by budget. The homepage pairs editorial campaign imagery with product discovery, then carries shoppers into product pages, the basket and the account/order tools. Shipping, cash on delivery, secure payments and support are surfaced as reassurance beside the shopping experience, not hidden in policy pages.

I also shape the content and assortment around moments that give a shopper a reason to browse: gifting, seasonal edits and new drops. That connects the story-led homepage to the practical job of helping someone find a piece at a comfortable price.

Heritage as a scroll experience

Competing on price alone is a losing game, so the brand needed a reason to be preferred. The live heritage story unfolds over nine chapters, tracing the evolution of Indian adornment and bringing that history into the present-day collection. It gives the brand world a place to live beyond the product grid, then links that emotional context back to shopping.

It was nominated for Best Ecommerce Website of the Year. A nomination, not a win — worth saying precisely.

A deeper version is in development: a longer scene sequence with a Draco-compressed 3D model of a jhumka the visitor can rotate, built with WebP frame sequences and reduced-motion fallbacks. That build is not live yet, and is not claimed as shipped work.

One brand, five places to buy it

The direct store is only part of it. The brand also sells through Amazon, Flipkart, Myntra and Meesho, and there is a physical store in Nagpur — which means catalogue, pricing, imagery and stock have to stay coherent across channels that each want different formats and reward different behaviour.

Running search, content and the storefront together is what makes that manageable. The keyword plan decides what gets photographed and filmed; the same assets feed the marketplaces, the Instagram account and the store.