World of Toji had a strong product vision and zero digital infrastructure. We built the Shopify store, the tracking, the ops automation, and the marketing foundation — and kept it running.
World of Toji is a curated lifestyle and accessories brand — jewellery, bags, home accents, and gifts that occupy the premium-but-accessible space. When they came to us, they had product, branding, and a launch date. What they didn't have was a Shopify store, any tracking, any ops setup, or any marketing infrastructure. We had three weeks to launch and then an ongoing mandate to run it.
Choose a page and a device, then scroll inside the frame — this is worldoftoji.com as it runs in production today.
The brand had social media presence and products ready to ship, but no Shopify store, no domain configuration, no payment gateway, no fulfilment process, and no tracking. Everything needed to be built from scratch.
They had committed to a launch date tied to a campaign. Three weeks, no negotiation. The build had to be right the first time — properly tracked, properly tested, ready to handle real orders on launch day.
A lifestyle brand's competitive advantage is curation and product selection. If the founders are manually processing orders, managing inventory in spreadsheets, and handling fulfilment admin, they're not building the brand.
Jewellery, bags, and home items have different SKU structures, different restock patterns, and different shipping requirements. A single undifferentiated product setup in Shopify would create operational chaos.
6 workstreams, delivered by one team.
Designed and built a custom Shopify theme from scratch — lifestyle-forward aesthetic, collection-first navigation, and a product page layout that works for both jewellery and home accessories. Built to the 3-week deadline.
GA4, Meta Pixel, and Meta CAPI deployed and validated before launch. First-party data collection configured. UTM parameter hygiene enforced from day one so every sale is attributed correctly from the first order.
Set up automated order routing by product category, automated fulfilment notifications, and a live inventory dashboard. Founders get a daily digest of orders, low-stock alerts, and pending actions — no manual checking.
Built separate metafield structures for jewellery (metal, stone, size), accessories (material, dimensions, colour), and home decor (dimensions, material, room suitability). Product pages pull the right fields per category.
Built Meta campaign structure for launch: awareness (brand story), traffic (collection ads), and conversion (best-seller direct response). Klaviyo welcome series activated. Instagram and Meta pixels verified. Launched on schedule.
Monthly maintenance retainer covering theme updates, new collection launches, product uploads, campaign management, and performance monitoring. Founders focus on product; we keep the machine running.
The sequence of work, week by week.
Store architecture, product taxonomy, and design direction locked. Staging environment up by end of week.
Theme built. Ops automation configured. Product catalogue uploaded. Payment and fulfilment configured.
Full tracking stack deployed and validated. QA across devices. Marketing campaigns scheduled. Live on launch day.
Full Shopify build, tracking, ops setup, and launch-day marketing — delivered on schedule.
Clean tracking from day one meant the algorithm had accurate data to optimise from the start.
Automated order routing and fulfilment notifications. Founders spend no time on admin.
Live inventory dashboard with low-stock alerts across all three product categories.
Carryup, a Shopify-only design and engineering studio based in Bengaluru. Our engagement with World of Toji: Website Design & Development, Maintenance, Ops Optimisation.
worldoftoji.com runs on Shopify.
Full Shopify store design and build; Full tracking stack from day one; Operations automation — orders and inventory; Category-specific product architecture, and 2 more workstreams. The full scope is broken down in the "What we built" chapter of this case study.
We only publish case studies where we can show real, verifiable metrics tied to Shopify data — but every brand's starting point is different. World of Toji's results reflect what was possible given their specific gaps; your results will depend on where your store, tracking, and funnel currently stand.
We won't promise a specific number without seeing your data first. What we can promise: a diagnostic that tells you honestly whether the same class of fix applies to your store.
Tell us about your brand — we'll tell you honestly what it would take to build it, and where the revenue opportunity is.
