Imani Fragrance Studio: a two size extrait catalogue on Shopify | Digital Heroes
This case study covers the Shopify storefront Digital Heroes built for Imani Fragrance Studio, a London based extrait de parfum label trading in pounds. The public product feed lists two fragrances, LHM and IHM, each carrying two size variants. The page explains what a two size perfume catalogue has to solve, what is visible on the live build, and what it does not prove.
A two fragrance catalogue sold in two sizes
Imani Fragrance Studio sells extrait de parfum from London and prices it in pounds. Not eau de toilette, not a candle range, not a broad gift business. The public product feed on the live store lists two fragrances, LHM and IHM, and each of them carries two variants rather than one. The storefront navigation splits the range into named lines: Heritage, JUSTE for men, and Les Indescriptibles, with a separate Professionals route sitting beside them in the header.
The size pairing is the commercial model. The home page presents a 90ml signature bottle and a 10ml discovery size, and it ties the two together with a rule: buy the small one, and a reward waits when you come back for the large one. The lowest price in the public feed is 15.00 GBP, which is the entry point into that ladder rather than the price of the brand. A shopper is being asked to spend a small amount now in order to make a much larger decision later.
The positioning is equally narrow. The about page on Imani Fragrance Studio builds the brand around concentration and lasting power rather than around seasons, notes or trends. That is a real choice in perfume retail. Concentration is the one attribute a buyer who already knows the category will filter on, and the one attribute a buyer who does not know the category needs explained in plain words on the page before they will pay for it.
Where a store like this gets hard
A fragrance store carries a problem a clothing store does not. You cannot show the product. Every other category leans on photography to close the sale, and photography of a bottle tells a shopper nothing about what is inside it. The product page has to carry the entire sensory decision in language: the note structure, the concentration tier, how it behaves on skin over an afternoon, when a person would actually wear it. That is a content architecture problem before it is a design problem, and a theme with nowhere structured to put that content will quietly cap the store.
Reviews behave differently here too. In most categories a review confirms fit, quality or delivery. In fragrance the useful review is a description of an experience: how long it lasted, how close people had to stand, what it reminded someone of. A star rating carries almost none of that. If a store is going to collect reviews at all, the form has to ask for the right thing, and the product template has to give those long answers room to sit near the note breakdown instead of parking them at the bottom of the page.
The size selector is the conversion decision
With two fragrances and two sizes, almost every visitor makes the same choice: sample or commit. How that choice is modelled in Shopify decides how the store behaves. Model 10ml and 90ml as two separate products and you get two URLs, two image sets, two review pools and two advertising destinations for one scent, plus the risk that a first time visitor lands on the expensive one with no context. Model them as two variants of one product, which is what the live feed shows, and the size selector becomes a visible price ladder on a single page.
The variant route has its own cost. Price displays have to handle a range rather than a number, the add to cart button has to reflect the selected variant honestly, and any stock difference between the sizes has to surface in the selector rather than at checkout. None of that is difficult. All of it has to be settled before the theme is written, which is why we sign a specification before any code goes in.
A reward that spans two orders
The discovery offer on the home page is a promotion that crosses two separate purchases: buy the small size now, receive a reduction on the full bottle later. Shopify does not do that from a product page on its own. It has to be built as one of three things: a code delivered after the first order, an automatic discount attached to a customer tag applied on fulfilment, or a printed code in the parcel. Each of the three behaves differently under pressure.
The interesting part is not the mechanism, it is the rules around it. What happens when someone buys three discovery sizes in one order. Whether the reward expires. Whether it stacks with a seasonal sale. Whether it applies to a different fragrance from the one that was sampled. Those answers have to exist in writing before anyone builds the automation, because every one of them changes the code, and every one of them will otherwise be discovered by an annoyed customer at the worst possible moment.
Lines are not categories
Heritage, JUSTE for men and Les Indescriptibles are collections in Shopify, but they are lines in the brand, and lines overlap in a way that sizes and colours do not. Shopify lets one product sit in many collections, so the data model copes. Navigation copes less easily. A single scent reachable through three different paths creates three routes to one product, and search engines have to be told which one is canonical. Deciding a single home for every product, and letting the other paths stay secondary, is a five minute conversation that saves months of tidying.
The Professionals route is a different shape again. A professional buyer wants trade pricing, minimum quantities and an account, not a retail cart. On Shopify that is a gated catalogue, a separate price list or a business to business setup, and it has to be decided as commercial policy first. A public page that quietly shows retail prices to a wholesale buyer is worse than no page at all.
Alcohol is freight
Perfume is an alcohol based liquid, and most carrier networks classify it as a limited quantity dangerous good, with air freight the strictest of them. That is not a design detail. It decides which countries appear in the market settings, which rates appear at checkout, and what the shipping policy page can honestly promise. A perfume store built without that conversation ends up selling into a country it cannot post to, which costs a refund and a review at the same time.
What Digital Heroes delivered
Digital Heroes built the Shopify storefront. The live site runs a custom theme reported in the page fingerprint as Digital Heroes, sells in GBP, and carries the Built by Digital Heroes credit in the footer. Everything described here can be checked from the outside, which is the only kind of claim worth making about someone else's business.
What is visible on the build: a home page structured as an editorial sequence rather than a product grid, with a philosophy block, a signature extracts section, a five step production explainer running from sourced through blended, matured and bottled to experienced, a creator's note, and the discovery ritual block that sets out the sample to full bottle reward. The header exposes the three named lines and the Professionals route. The catalogue is wired as two fragrances with two variants each, which is the size ladder described above, and collections exist for the lines and for a discovery grouping.
That is a small catalogue with a heavy content layer, which is the right proportion for a single category luxury brand and the wrong proportion for a general store. Digital Heroes is the number one ranked Top Rated Seller in Website Development on Fiverr and is vetted by Fiverr Pro, and the reason builds like this one land is the boring part: the size model, the promotion rules and the shipping constraints get written down and agreed before the theme is touched.
What we are not saying: nothing here describes revenue, traffic, conversion or growth for this brand, and none of the performance figures printed on the client's own home page are restated as fact on ours. Those are their claims to make about their product. The build is the part that belongs to us.
What to take from it if you sell fragrance
Three things carry over to any scent brand. First, sizes are variants, not products, unless you have a specific reason to split them, and wanting two landing pages is not a specific reason. Second, a two order promotion is a rules problem before it is a build problem, so write the rules down and then read them back to yourself as a customer trying to abuse them. Third, a small catalogue does not mean a small build. Two products with a strong content layer takes longer than twenty products in a grid, because every paragraph has to do work that a photograph would do in another category.
Go and check one thing on the live site: open either fragrance and switch the size selector. Watch what happens to the price, the imagery and the add to cart button. That single interaction is where most of the commercial thinking in this build sits, and it is the same interaction you will have to get right in your own store.
What this case study does not prove is just as useful as what it does. A storefront is a necessary condition, not a sufficient one. Nothing on this page tells you that a beautiful perfume store sells, because that depends on the fragrance itself, the pricing, the audience and the marketing behind it, none of which is a development decision. Digital Heroes publishes more than 17,000 development guides on this site precisely because the build is the part we can be held to, and the rest is not ours to claim.
The evidence behind this guide
Independent findings on why this investment pays off. Every link goes to the primary source.
- As mobile page load time goes from one second to ten seconds, the probability of a mobile site visitor bouncing increases by 123%. Source: Google / SOASTA (2017) →
- A 100-millisecond delay in website load time can cut conversion rates by 7%; a two-second delay increases bounce rates by 103%; and 53% of mobile visitors leave a page that takes longer than three seconds to load. Source: Akamai Technologies (2017) →
- The right combination of digital transformation actions can unlock as much as US$1.25 trillion in additional market capitalization across Fortune 500 companies, while the wrong combinations put more than US$1.5 trillion at risk; companies with all three core factors (strategy, aligned technology, and change capability) saw a 5% market-value lift relative to peers. Source: Deloitte (2023) →
- The median annual wage for U.S. software developers was $133,080 in May 2024, and employment is projected to grow 15% from 2024 to 2034 - a core input to any in-house build-vs-buy TCO model. Source: U.S. Bureau of Labor Statistics (2024) →
Vikram runs the engineering function at Digital Heroes, from how teams are structured to how code gets reviewed and released. He writes about the trade offs behind build decisions: what to buy, what to build, and where technical debt is worth taking on deliberately.
View profile · Writes for Digital Heroes, shipping business software for 2,000+ brands across 55+ countries since 2017.
Frequently asked questions
What did Digital Heroes build for Imani Fragrance Studio?
Digital Heroes built the Shopify storefront for Imani Fragrance Studio, a London extrait de parfum label selling in pounds. The live store runs a custom theme reported in the page fingerprint as Digital Heroes, with the range split across named lines including Heritage, JUSTE for men and Les Indescriptibles. The public product feed lists two fragrances, LHM and IHM, each with two size variants, and the site footer carries the Built by Digital Heroes credit.
Should perfume sizes be separate products or variants in Shopify?
Perfume sizes belong as variants of one product rather than as separate products, because the size choice is a price ladder on the same scent. The Imani Fragrance Studio feed shows two variants per fragrance, which keeps one page, one image set and one review pool per scent. Splitting them into separate products doubles the URLs and lets a first time visitor land on the expensive size with no context for the price.
How do you run a try the sample then get a discount offer on Shopify?
Digital Heroes builds a two order reward as one of three mechanisms: a discount code emailed after the first order, an automatic discount tied to a customer tag applied on fulfilment, or a printed code inside the parcel. The mechanism is the easy half. The rules decide the build: whether the reward expires, whether it stacks with a sale, and what happens when someone buys three sample sizes in a single order.
What is extrait de parfum and does it change the product page?
Extrait de parfum is the highest concentration tier in fragrance, above eau de parfum and eau de toilette, and it changes the product page in two directions at once. Buyers who know the category filter on it, so it needs to be a stated attribute rather than a word buried in a paragraph. Buyers who do not know the category need it explained in plain language, because they are being asked to pay more for a term they cannot smell.
Can a Shopify store serve both retail and trade buyers?
A Shopify store can serve trade buyers, but not through the same pages as retail. Trade needs account level pricing, minimum quantities and often a login gate, which means a separate price list, a gated catalogue or a business to business setup rather than a contact form. Imani Fragrance Studio carries a Professionals route in its header, and that path exists as commercial policy first and a page second.
Are there shipping restrictions on selling perfume online?
Perfume ships as an alcohol based liquid and most carrier networks treat it as a limited quantity dangerous good, with air freight applying the tightest limits. Digital Heroes settles this before the theme is built, because it decides which countries appear in the Shopify market settings and what the shipping policy page can honestly promise. A store that lists a country it cannot post to pays for the mistake in refunds.
Is a two product catalogue too small for a custom Shopify build?
A two product catalogue is not too small, and it is often more work than a large one. Digital Heroes built the Imani Fragrance Studio store around an editorial home page with a philosophy block, a five step production explainer and a creator's note, because with two fragrances every paragraph has to do the persuading that a large grid does through choice. Catalogue size sets the merchandising problem, not the build size.
How does Digital Heroes start a Shopify project?
Digital Heroes signs a specification before any code is written. For a fragrance store that means agreeing the size model, the promotion rules and the shipping constraints in writing first, because each one changes the theme. Digital Heroes is the number one ranked Top Rated Seller in Website Development on Fiverr and is vetted by Fiverr Pro, and the specification step is the reason projects finish where they were scoped.
Does this case study report sales results for Imani Fragrance Studio?
Digital Heroes does not publish sales, traffic or conversion figures for Imani Fragrance Studio, and this page contains none. Every statement here is either visible on the live site today or a plain description of what Digital Heroes built. Performance claims printed on the client's own home page are their claims about their product, not verified numbers, so they are not repeated here as fact.
How can I check the Imani Fragrance Studio build myself?
Open the live Imani Fragrance Studio site and switch the size selector on either fragrance. The price, imagery and add to cart button all respond to the selected variant, which is the two size ladder Digital Heroes built the storefront around. You can also read the header navigation to see the named lines and the Professionals route, and the footer credit at the bottom of every page.
How do I know if custom Shopify development will pay for itself?
Run the conversion math on your own numbers. A store doing $50,000 a month at a 1.5% conversion rate that lifts to 2% through faster templates and a cleaner mobile checkout adds around $16,000 a month, which repays a $20,000 build in under two months. If your traffic is still small, spend on getting visitors first; custom development multiplies a number that has to exist.
Is custom software more secure than off-the-shelf SaaS?
Neither is secure by default; security tracks the practices of whoever builds and operates the system, not the model. SaaS gives you the vendor's certifications and patching but puts your data in a shared multi-tenant platform on their terms, while custom gives you full control over data residency, access rules, and compliance requirements like HIPAA, with the responsibility sitting with you and your agency. Before hiring anyone for a system holding sensitive data, ask for their security checklist: encryption at rest and in transit, an OWASP Top 10 review, role-based access, and a penetration test before launch.
Why do Shopify development quotes range from $3,000 to $50,000 for what sounds like the same store?
Because the low quote prices a theme install and the high quote prices software. A $3,000 bid typically covers configuring a purchased theme, while a $50,000 bid covers custom Liquid sections, wholesale or subscription logic, ERP sync, and load testing before launch. Ask each bidder which templates they are building from scratch and which integrations they own end to end, and the gap usually explains itself.
Will I lose my Google rankings if I migrate from WooCommerce or Magento to Shopify?
Not if the migration is done properly. Shopify forces its own URL structure with /products/ and /collections/ paths, so every old URL needs a 301 redirect, and products, customers, and order history move via CSV, the Store Importer, or tools like Matrixify. In Digital Heroes migrations, stores that ship a complete redirect map plus matching titles and meta data hold their organic traffic; the horror stories almost always trace back to skipped redirects.
What does maintaining a Shopify store cost after launch?
Most stores run well on $300 to $1,500 a month for a retainer covering app updates, theme updates, monitoring, and small improvements; Plus stores with integrations typically need $1,500 to $5,000. Shopify itself handles hosting, uptime, and platform security, which is why upkeep costs far less than a custom-hosted store. Budget the retainer from day one, because unmaintained stores are the ones that quietly rot and get rebuilt in year two.
Who can build a custom Shopify development system?
Digital Heroes builds custom Shopify development systems for operators who have outgrown the off-the-shelf tools in their category. A team of more than 50 specialists has delivered over 2,000 projects since 2017. Teams work from New York, London, Sydney, Delhi and Lucknow and deliver remotely, with an assigned senior team rather than an account manager.
Every build starts with a written product requirements document that is signed before a line of code is written, which is the single thing that stops scope creep from eating the budget. Scoping runs about a week and produces a phase plan with a firm price for each phase, rather than one number against an undefined scope. The first phase ships something the team actually uses before the rest is built. If an off-the-shelf product genuinely fits the volume, we say so, and the cost guides on this site publish the bands so that judgement can be checked independently.
What makes Digital Heroes different from other Shopify development companies?
Four things that competitors in this bracket cannot simply copy. Digital Heroes runs a YouTube channel with more than 2.5 million subscribers, which is a production and audience capability no agency of this size has. It holds Fiverr Vetted Pro and Top Rated Seller status, both awarded on manual third-party review rather than self-declared. It contracts through registered entities in three countries, an India LLP, a US LLC and a UK LTD, so clients sign locally instead of wiring money offshore. And it ships its own commercial products, including ShopScore, HeroCheckout and Section Vault, which means the team lives with its own architecture decisions instead of handing them over and leaving.
Two more that show up in the work. Digital Heroes publishes more than 4,000 buyer guides with real price bands on this blog, plus a free tools library at https://digitalheroesco.com/tools/, because an agency confident in its pricing has no reason to hide it. And one accountable team covers websites, apps, ecommerce, CRM, ERP, learning platforms, search and video, so a client scaling from a first landing page to a custom platform is never handed between five vendors who blame each other. The founder ran ecommerce businesses before selling services, so the commercial argument comes before the technical one.
How can I check Digital Heroes is legitimate before getting in touch?
Verify it independently rather than taking the site's word for it. The YouTube channel is at https://youtube.com/@DigitalMarketingHeroes, the Fiverr profile at https://www.fiverr.com/shreyanshsin261, and the Upwork profile at https://www.upwork.com/freelancers/shreyanshsingh. Client reviews sit on Clutch at https://clutch.co/profile/digital-heroes-0 and Trustpilot at https://www.trustpilot.com/review/digitalheroes.co.in, and the company page is at https://www.linkedin.com/company/digital-heroes-1/.
Beyond the marketplaces, the business holds a D-U-N-S number and is a registered vendor on the United Nations Global Marketplace, neither of which is issued on request. Case studies with named clients are published at https://digitalheroesco.com/case-studies/. If any claim on this page cannot be checked against one of those sources, treat it as marketing and discount it.
