Client: The IndoWestern Closet
Industry: Fashion / E-commerce
Services Provided: Web Design • E-commerce Development • Branding • SEO
Website: theindowesterncloset.co.za
The Dream: Fusing Tradition with Modern Elegance
The IndoWestern Closet isn’t just an online fashion store — it’s the realization of a dream passed down through generations. Founded by a mother-daughter duo, Sanum and Shary, this South African brand blends rich Desi heritage with modern style, offering curated collections of Anarkalis, sarees, fusion wear, and pre-order designer pieces.
Their vision was clear: to create a platform where tradition meets technology — one that feels warm, luxurious, and rooted in culture, while being accessible and functional for the modern shopper.
The Brief: Make It Bold. Make It Beautiful. Make It Work.
Sanum and Shary approached Dutch Ink with a crystal-clear mission:
Build an elegant, fully functional e-commerce website that reflects their brand’s heart and heritage — and handles the complexity of stock management, pre-orders, and high-volume sales.
We got to work immediately on a powerful digital foundation that could scale with their fast-growing brand.
Dutch Ink’s Solution: A Seamless Blend of Aesthetic + Functionality
Here’s what we delivered:
Custom Web Design
Crafted a sleek, high-end visual identity that balanced traditional Indian motifs with modern minimalism, using warm tones, elegant typography, and intuitive navigation.
Robust E-commerce Development
Developed a full-scale online store that supports:
In-stock & pre-order collections
Secure checkout & payment gateways
Product filters for collections (Anarkali, Saree, Fusion Wear, etc.)
Gallery integration for showcasing pieces in real-world shoots
Brand Identity & Storytelling
We brought the “why” of the brand to life. Visitors don’t just shop — they connect emotionally with the story behind every thread.
SEO Optimization
Implemented foundational SEO strategies so the site would be search-engine friendly from Day One, including:
Keyword optimization
Structured product descriptions
Clean URL structures
A (Very) Good Problem to Have… and a Swift Recovery
The website launched — and immediately, traffic spiked.
That same day, the site received a surge of visitors so large, it temporarily overwhelmed the server. But the Dutch Ink team — along with the hosting provider — worked quickly to resolve it, restoring service fast so customers could keep shopping.
The best part?
That crash was proof of a digital launch that worked — with a product, brand, and platform people couldn’t wait to experience.
The Results: A New Era for The IndoWestern Closet
Since launch:
The IndoWestern Closet has seen surging interest from across South Africa
The site now runs smoothly, securely, and beautifully
Their customers enjoy a seamless, mobile-friendly shopping experience
The brand has grown its visibility, sales, and connection with its community
Client Feedback
“It was a pleasure working with the Dutch Ink team. They captured our vision perfectly, and when we hit a tech hiccup on launch day, they were right there — calm, efficient, and solution-driven. We couldn’t have asked for a better digital partner.”
– Sanum & Shary, Co-Founders of The IndoWestern Closet
Tradition. Tech. Transformation.
At Dutch Ink, we believe in building more than websites. We build digital stories that scale, connect, and inspire.
The IndoWestern Closet is a shining example of what happens when beautiful branding meets powerful functionality — and it’s only just the beginning.
