§ the work/N° 02

Since
2026
Sector
Commerce

A modest-fashion house given a full room: identity, Shopify storefront, content, search, and paid media, working as one.

Status
Live. Run monthly.
culturehijab.com, the storefront
§ 01the business

What it is.

A US modest-fashion label, founded 2016. Hijabs in six fabrics and 25+ shades, under scarves, padded prayer mats, gift sets. Ships worldwide from Alabama.

§ 02the starting point

What existed, what was asked.

What existed

1,930 products, 282 active, every color its own product. An aging theme. Google Ads with broken value tracking. A 33,000-name list, automations off.

What was asked

Rebuild all of it. Then run it.

§ 03foundation

The identity.

Modesty is the means to all beauty.

Mark

Thin, high-contrast CULTURE wordmark and a C monogram. Never stacked.

Faces
Headlines
Culture
EB Garamond
Body
Drape, hand, breathe.
Jost
Palette
Paper
#F8F4EF · background
Shell
#F2ECE2 · surfaces
Blush
#F6EAE3 · feature tint
Ink
#2B2522 · text, buttons
Clay
#B89080 · accent
Clay deep
#9A7565 · links, eyebrows
Gold
#A8814B · stars only
Voice
  • Considered, warm, unhurried.
  • Sensory: drape, hand, breathe.
  • Complimentary shipping, never free shipping.
  • Culture or Culture Hijab. Never Co.
§ 04foundation

The build.

Platform

Shopify OS 2.0, custom theme. Custom apps as Cloudflare Workers.

  1. Catalog consolidated: color products into variants
  2. Bento home, fabric-first collections, per-color grid
  3. Product page with tone-grouped swatches and Shorts rail
  4. Starter Set, 20 gift sets, prayer-mat sets as native bundles
  5. Own post-purchase upsell app
  6. CULTURE Concierge AI chat
  7. Back-in-stock notify, wishlist, styled accounts
  8. Guides, journal, press kit, creators program
§ 05the engine

The media.

Product imagery, film, and ad cuts. Generated in-house.

The Everyday Edit gift set, flat lay
The Signature Wardrobe gift set, flat lay
First Hijab Starter set, the palette
Divine Collection prayer mat in clay, top view
Retargeting still — the morning stack
§ 06the engine

What we run.

Fifteen services. Four stages, in order.

Ongoing Delivered Not in scope
00Foundation
Brand identity
Guidelines, kit, mark system, avatars.
Delivered
Web
Custom theme, live.
Delivered
Commerce build
Catalog, bundles, gift-with-purchase, 3PL.
Ongoing
01Acquire
Ads
Google rebuilt from scratch, six campaigns. Meta retargeting and prospecting. Weekly ritual.
Ongoing
SEO
Titles, descriptions, JSON-LD, 301s, journal, pagespeed.
Ongoing
AI search
FAQ recipe on 15 guides. Verified AI Overview citations.
Ongoing
Social media
Reels, organic, creators program.
Ongoing
Media generation
Gift-set flat lays, recolor carousels, video ad cuts.
Ongoing
Marketplaces
TikTok Shop, Google Shopping feed.
Ongoing
Creators
Creators program, 7 codes.
Ongoing
02Convert
Conversion
Bundles, mobile product page, sales fixes.
Ongoing
Front desk
Concierge chat, v4.
Ongoing
03Compound
Lifecycle
Abandoned checkout, welcome, campaigns.
Ongoing
Reputation
Judge.me, reviews page, Google ratings feed.
Ongoing
Operations
3PL cutover, HS codes, inventory.
Ongoing
§ 07the engine

What runs without us.

  • Weekly · MonGoogle Ads ritual: performance, negatives, reconciliation, kill criteria
  • RecurringAuto-apply verification, GA4 audiences, PMax rebuild
  • Every 30 minRestock check
  • Every 10 minPost-purchase add-on revert
§ 08the record

In order.

  1. 01Guidelines
  2. 02Catalog, metafields, theme build
  3. 03Storefront and Concierge live
  4. 04Meta, Google Ads, gift sets, PR kit
  5. 05Upsell app, bundles, mobile speed, AI search
  6. 063PL transfer
§ 09the record

What was built.

Counts, not claims.

  • 1,930→67
    products, consolidated
  • 20+28
    gift sets, bundles
  • 307+41
    descriptions rewritten
  • 48→96
    Lighthouse mobile
  • 13
    guides
  • 3
    custom apps
§ the door One door.

What’s the business, and what isn’t working?

A sentence is enough — starting from scratch, or building on what you have. We come back with what we’d do, what it costs and how long. Usually within a day.

tell us what’s going on →︎
text email call