Silk by Lamia
A commerce experience built around product, story and speed — art-directed catalogue, headless build, checkout tuned for conversion.
Objective
Build a commerce experience where the product leads and the interface gets out of the way — fast on a mid-range phone, considered on a large screen, and simple enough for a small team to run day to day.
Problem
The catalogue had grown faster than the template it lived in. Merchandising was manual, imagery was inconsistent, and the checkout carried more steps than it needed. Every change meant a developer.
Strategy
We split the work into three tracks: an art-directed catalogue system, a headless build for speed and flexibility, and a checkout rebuilt around the shortest credible path to purchase.
A shared component library kept the design and the code in step, so the same decisions applied everywhere.
Design
A typographic system does most of the work — generous scale, restrained colour, real hierarchy. Product photography sits in consistent frames so a mixed catalogue still reads as one brand.
Development
Next.js with a headless commerce backend. Pages are statically generated and revalidated on change; media is optimised at request time; the cart and checkout are the only heavily interactive surfaces.
Outcome
The team publishes and merchandises without engineering support. The codebase is small, the Core Web Vitals are healthy, and the checkout is measured — so the next round of changes starts from evidence.