I was worried a website would make it feel less personal. It didn't — customers in Australia and India can both check out in their own currency now, and it still looks like us.
Sneha K.Golden Threadzs · MelbourneWhat was off.
The label sold the way a lot of good small brands do — Instagram, a studio, and conversations. That works until you're serving customers in two countries who both want to pay in their own currency and both need to believe the price is justified before they check out.
The risk in moving a brand like this online isn't technical. It's that the storefront flattens it. A premium price survives in a personal conversation and evaporates inside a generic template.
- ×Customers split across Australia and India, paying in different currencies
- ×A premium price point that needed justifying, not just displaying
- ×Brand equity built entirely on a personal, hand-picked feel
What we switched on.
We built on Shopify and spent the effort where it mattered — on product presentation and the checkout, rather than on features nobody would use. The theme was customised around the brand’s own photography, rather than the brand being fitted into a theme.
Multi-currency was the unlock. An Australian customer sees Australian dollars and pays with the methods they already use; an Indian customer sees rupees. Neither is doing a conversion in their head at the exact moment they're deciding whether to buy.
- ✓Multi-currency storefront — AUD, INR, NZD and USD
- ✓Shop Pay and Apple Pay, so the checkout doesn't lose people
- ✓Product pages built to carry a premium price, not merely list it
- ✓Brand photography leading, template following
The numbers this project moved.
Recorded by the client, not by us, in the ninety days after launch.
We publish what the client will stand behind. Where a figure isn't independently verifiable, we describe the change rather than invent a percentage.
Two countries buying at the same price point, each in their own currency, without a mental conversion at the moment of decision.
Four currencies, one storefront. Nobody is asked to do arithmetic before they buy.
The risk in moving a label like this online is not technical. It is that a generic template flattens the price.
The theme was built around the brand’s own photographs, rather than the brand being fitted into a theme.
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