The problem
Ashooni sells Aṣọ Òkè, the hand-loomed ceremonial cloth that brings weddings, coronations and naming ceremonies together in southwest Nigeria. Before the build there was no proper storefront: the craft lived in workshops and a network of personal introductions, and a customer who was not already in that network had no way to discover the weaves or the women behind them.
The brief was not a generic shop template. It was to give a centuries-old craft a modern buying experience without flattening the story around it, in both English and Yoruba, tied to the weavers in Iseyin and Oyo who actually produce the cloth.
What we built
A storefront organised around the three weave lines the studio actually makes. Each has its own identity, its own price story and its own product pages: ẸTU, the everyday indigo line from ₦220,000, SÁNYÁN, the premium line from ₦310,000, and ALÁÀRÍ, the ceremonial weave.
Buying a wrapper is an act of matching cloth to occasion, so the site ships a "Find your weave" flow that walks a customer through the choices a seasoned buyer would make aloud, and lands them on the line that fits. The makers get their own space too, so the hands behind the looms are part of the buying experience rather than a footnote.
The build is Next.js on Netlify, so product pages are static and fast, and staying bilingual meant the copy architecture had to be built in from day one rather than bolted on.
Outcome
The storefront is live with all three weave lines published, shoppable and priced from the actual rate card, and the finding-a-weave path gives a first time buyer the same guidance a shop floor would. The craftsmanship story, which is the brand's real moat, now sits inside the product experience instead of being passed by word of mouth.