Background
Custom rugs and custom pizza are oddly similar. Both are configurable, both are personal, and both fall apart online when the experience treats them like a SKU instead of a decision.
When I joined Weaver and Loom, the company had a digital tool for interior designers and architects, and that was it. No direct-to-consumer site, no way for an end customer to buy, no visibility into the production happening on the other side of the world. The opportunity was obvious: build the digital business from the ground up and connect every piece of it, from the moment someone discovers a rug to the moment it shows up at their door.
The Challenge
Most online rug shopping is a guessing game. Flat product photos, specs you don't understand, and a hope that what arrives fits your room. For a hand-made luxury product, that's a real problem. People aren't spending five figures because the picture looked nice. They're buying because of who made it, how it was made, and how it'll feel in their home. None of that comes through in a standard e-commerce flow.
What we needed to build
A direct-to-consumer experience that opened up the market beyond designers A production system that connected the customer to the artisans in Nepal in real time A back-end platform that could power white-label partnerships at the same time as DTC Infrastructure that scaled across B2B and B2C without rebuilding for every new partner
The Execution
Direct-to-Consumer E-Commerce
Launched the company's first DTC e-commerce platform, opening up a market that previously could only be reached through interior designers. The site sits on the same back-end as the B2B tool, so designers, end customers, and white-label partners all share one source of truth.
Production Management Platform
Built a custom system connecting customers directly to the artisans in Nepal making their rug. As the rug moves through production, the customer gets step-by-step updates on their actual product. No more black box between order and delivery. The platform powers the back-end operations end to end and is the reason customers trust five-figure custom orders sight unseen.
B2B Infrastructure
Built the back-end platform powering the white-label partnership with Montauk Sofa and the broader network of architecture and interior design firms. Adding a new partner doesn't mean rebuilding from scratch.
AI and GEO
Pushing AI-driven discovery and generative engine optimization ahead of the curve, positioning the brand for organic discovery before competitors catch on.
Results
50% year-over-year sales growth
30% digital growth
Partner and brand network up 200% year-over-year, tracking to roughly 400% by end of Q2
1.35M+ social views and 42K+ link clicks over the trailing 12 months while cutting paid spend to favor qualified impressions
Social follows up 218% in the same window
Impact
A luxury e-commerce experience isn't about polish. It's about trust. The customer is paying for who made the rug, how it was made, and the confidence that it'll be everything it's supposed to be. Every system we built came back to that one idea: pull the curtain back, show the work, let the craft speak for itself.
Other Work
Apple TV
Industry first Apple TV ordering app for Papa Johns
App Redesign
Elevating the app experience of the world's 3rd largest pizza brand
Design System
Resource to create simple intuitive experiences for digital platforms.
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