How a D2C apparel brand crossed ₹1 lakh in revenue in its first 25 days.
soma.xy came to us after a previous build stalled. We built the store. They launched, hit ₹1L in revenue within 25 days — and have come back for every significant build since.
soma.xy | A Joks Apparels OPC Pvt. Ltd. Brand | somafashions.com
₹1L+
Revenue · First 25 Days
5×
Engagements & counting
Aug '25
First consulted us
A premium brand that needed the right build partner.
soma.xy (Joks Apparels OPC Pvt. Ltd.) — India’s men’s bodysuits and premium apparel brand — first reached out to us in August 2025. They were preparing to launch and needed a store that matched their brand positioning. We quoted. They went with a local referral instead — someone from their circle. An understandable call for a founder managing every decision at once.
Five to six weeks later, they were back. The previous developer had been trying — but couldn’t translate the brand vision into working execution. Mr. Jjwalla, clear enough about what he wanted to recognise when the build wasn’t matching it, made the call to stop the project mid-way rather than accept a result that fell short. The store sat half-built: placeholder content still live, sections incomplete, nowhere near launch-ready.
The visual reference had always been clear: the Symmetry theme, a premium Shopify theme retailing at ~$400 USD. The previous developer hadn’t been able to replicate it. soma.xy needed someone who could take that ambition and build it — without the $400 license, and without having to explain the vision from scratch all over again.
The previous build had a section structure but no clear path to launch. What we delivered was a complete, conversion-ready implementation of the brand vision the client had carried from the start.
Built to the vision. Not to the theme's limits.
We started with the Symmetry theme as the primary reference — but the build didn’t stop there. Throughout the project, Mr. Jjwalla shared references section by section: layouts from brands in his niche, interaction patterns from outside it, specific features he’d seen elsewhere and wanted executed within his brand. We mapped each one and implemented everything that was within scope — keeping the visual identity coherent across references that came from completely different sources.
The result isn’t a copy of Symmetry. It’s a store built to a vision, using the theme as a starting point and custom Liquid wherever the theme’s defaults hit their ceiling — which was frequently. The Horizon theme’s native blocks couldn’t deliver what the brand needed. So we engineered around them.
Custom-Engineered Layout
CSS-customised throughout to override theme defaults. Custom Liquid sections built where the theme couldn't deliver — homepage hero, PDP architecture, and a fully custom blog. Zero reliance on theme blocks for any of the critical sections.
5-Field Dynamic CMS Layer on PDP
Most developers handle product info tabs by duplicating product templates or stuffing everything into the description field. We built 5 dynamic product-level metafields beyond the description — managed entirely from Shopify admin. The client adds or removes information on any product; the store handles the rest automatically with a single template across all products.
Custom Dynamic Accordion — Hide-if-Empty Logic
Horizon theme's native blocks render empty tabs if product information isn't filled in — there's no hide-if-empty behaviour built in. We replaced the default with a fully custom Liquid accordion: tabs only appear when content exists for that product. No empty states. No cluttered PDPs. Built entirely in custom code — not a theme block override.
Per-Variant Color Gallery Filtering
Shopify's Horizon theme shows all color variant images in the gallery regardless of which variant is selected. We engineered a custom feature using image alt text logic to filter the gallery to the selected color variant only — a cleaner, more intentional product experience the theme doesn't support natively.
Conversion-Engineered PDP
Urgency triggers, FOMO cues, and dynamic metafields that surface product-specific data contextually — all built into a single product template that handles every SKU without duplication.
Optimised Checkout + Payment Integration
Brand-aligned checkout styling, PhonePe gateway integration, minimal friction, and mobile-first layout to reduce drop-off at the final step.
Review & Social Proof System
Custom review widget at launch, later upgraded to Judge.me with automated review request flows and full code-level UI customisation — zero app defaults visible in the final output.
Foundational SEO + Integrated Blog
Meta tags, friendly URLs, and a fully custom blog built in Liquid — zero theme blocks used. Custom archive and single post templates built for organic discovery from day one.
Within 25 days of going live —
₹1,00,000+
soma.xy launched, drove traffic through Meta ads, and the store converted. The founder confirmed the result directly.
"we crossed 6 fig in rev — wouldn't have been possible without your website. site had a lot to do with it."
Not a one-time build. A long-term store partner.
Since launch, soma.xy has returned to AestheticAlly for every significant store development. Five engagements. Each one solving a specific problem. No re-briefing a new developer. No explaining the store’s architecture from scratch each time. Just fast, precise execution from a team that already knows the store inside out.
01
CompleteFull Store Build
Custom Liquid architecture on a free theme foundation — engineered to the Symmetry theme aesthetic without the $400 license. Custom dynamic accordion with 5 product-level CMS metafields and hide-if-empty logic. Per-variant color gallery filtering built from image alt text logic. Conversion-engineered PDP, custom blog, foundational SEO, optimised checkout flow & payment gateway.
02
CompleteAlternate Payment Gateway + Full Analytics Stack
PhonePe payment gateway integration. Complete GA4 + GTM tracking setup. Judge.me review app integration with automated review request flows — replacing the initial launch widget as the store's review volume grew.
03
CompleteCustom Blog Architecture + SEO Repair
Fully custom blog built in Liquid — zero theme blocks used. Custom archive and single post templates. Repaired site-wide regressions introduced by an external SEO team, including broken section logic across multiple pages.
04
CompleteJudge.me UI Customization
Code-level override of Judge.me's default widget styling — fully aligned to Soma's brand aesthetic. Zero app defaults visible in the final output.
05
ActiveGrowth & Retention Infrastructure
Custom hero carousel section. Product catalog updates. Pre-order setup. Affiliate and loyalty program integration via app. Dedicated landing page for the affiliate and loyalty program — built entirely in custom Liquid.