Storefront architecture
A category structure for jewellery, apparel, home furnishing, accessories and corporate gifting, with room for collections to grow.
Case study · Handcrafted jewellery and lifestyle
Peno India: what we did.
Handcrafted jewellery and lifestyle pieces rooted in Gormaati craft.
Website development
Case studyBased in
Navi Mumbai, Maharashtra
Since
1989 · registered 2019
Engagement
1 service
Overview
Peno India is a craft-led brand working with Gormaati (Banjara) hand embroidery, mirror work and thread detailing. Its pieces span jewellery, apparel, home furnishing and corporate gifting.
The brand traces its craft story to 1989 and was registered as Peno India in 2019. It works with women artisans and describes a slow-fashion approach built around heritage techniques.
The brief
Build a storefront that can hold a large, story-rich catalogue without losing the human detail behind each piece.
Make the craft visible: the artisan story, the materials and the categories all needed to feel connected rather than sitting in separate sections.
What we did
Brand storytelling
Pages for the Peno story, the artisan community and the craft process, giving context before a shopper reaches the product grid.
Commerce flow
Product pages, cart and checkout paths designed around a catalogue where many pieces are handcrafted and one of a kind.
Responsive experience
A mobile-first build that keeps the visual craft detail legible on smaller screens.
How we approached it
Lead with the story
The craft and the makers are not a footnote; they shape the navigation and the way products are introduced.
Structure the catalogue
We organised the range by product family and use, so a shopper can move from jewellery to home pieces without losing the thread.
Build for the long run
The storefront was set up to support new collections, editorial stories and a growing wholesale and gifting conversation.
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