Designed the end-to-end website UX and UI, and built a comprehensive design system to ensure visual consistency across the brand’s growing product categories. The website balances rich, editorial aesthetics — drawing on an Indian-inspired visual language of ornate illustration, deep jewel tones, and expressive typography — with a clean e-commerce architecture that guides customers naturally from discovery through to checkout. The design system covers typography, colour, spacing, component states, and iconography, providing a scalable foundation as the product range and brand continue to evolve.