About CULTURECLUB
After launching MAABAE, a jewelry brand celebrating dual heritage and the blending of Indian and Western fashion, founder Tanya wanted to take that idea a step further.
In 2026, she launched CULTURECLUB, a new brand within the MAABAE universe that celebrates all the people, places, and experiences that make us who we are through collectible charms. Otra was brought in to bring this next chapter to life online.
CONVERSION-FOCUSED UX + UI
APP INTEGRATION + STYLING
APP DEVELPOMENT
SHOPIFY DESIGN
CUSTOM SHOPIFY DEVELOPMENT
The Goal
The biggest challenge was designing and launching a stand-alone collection/mini-brand within an already established universe like MAABAE.
On top of that, we also needed to make sure to highlight what distinguishes CULTURECLUB’s charms and base jewelry systems from other brands: the stories and cultural significance that underpins the entire collection.
What we Built
We delineated MAABAE pages and styling from CULTURECLUB pages, making sure that all styling, fonts, and systems were unique to each and never crossed over or affected the other.
We curated the pages around storytelling and education, highlighting the significance of each piece while simultaneously answering questions about the collection and how to use both base jewelry and the charms.
We also gamified the shopping experiences with playful sections and quick-add systems to facilitate the user experience and improve conversions.
The Result
50% returning rate on base jewelry SKUs
32.56% overall returning customer rate
+200$ Average Order Value
31.25% add-to-cart rate within the first month
