Shafani

Shafani is a women’s fashion retailer. Fashion is judged in seconds, so the whole build is organised around getting a shopper from the homepage to a product they like with as little friction as possible.

Store build

Collections are the primary navigation rather than a deep category tree, because that is how people actually shop clothing — by look and occasion, not by taxonomy. Product pages put size, price and delivery expectation above the fold, and variant switching does not reload the page.

Campaign sections

Fashion trades on seasonal pushes, so the homepage is built from swappable campaign blocks the client can reorder themselves without touching code.

Note on SEO

One thing worth flagging to the client: the store’s meta description is still the theme’s default placeholder text. That is a five-minute fix with a real impact on click-through from search.