001 · CUP
Marigold
Rs. 4,800
Hand-painted · Saffron and jade glaze · Limited to 12 pieces
STUDY · 16
Drops sell out in ninety minutes. Then silence for a month.
We built this as a working prototype, inspired by the real bottleneck of a handmade ceramics studio. If this sounds like your business, we can build and ship your version in about 9 weeks.
Sound like your business? Ceramicists. Woodworkers. Any maker selling drops and running out of stock in minutes. The pattern is the same.
If this sounds like your business, let's build yours →
THE MAKER
Nia throws clay. We threw her a moat.
Nia’s Jaipur workshop sits on the second floor of a weathered courtyard building. She trained in the craft as a teenager and built a 45K Instagram following on pure work-of-the-hand process videos. The wheel, the kiln, the brush.
Her drops sold out in 90 minutes. That is not a humble brag, it is a business problem. She underpriced the work to race the audience, and fast followers in other cities copied her designs the same week. The ceiling was mathematical. She only has two hands.
We shifted the model. Fewer pieces, higher prices, longer lead times. A builder UI lets the customer pick the shape, the size, the pattern, the glaze. Rajasthani heritage front and centre. A queue, not a race.
She is the bottleneck. That is the brand.
THE WORKS
What lives on the wheel.
002 · BOWL
Indigo Dawn
Rs. 6,400
Wheel-thrown · Indigo dip · One of nine
003 · VASE
Saffron Hour
Rs. 9,200
Tall form · Burnt saffron · Twelve-week lead
004 · CUP
Rose and Vine
Rs. 5,200
Tea cup · Henna line work · Limited to 8 pieces
005 · PLANTER
Banyan Leaf
Rs. 8,600
Garden form · Raw clay · Drainage cut
006 · VASE
Desert Bloom
Rs. 14,200
Hand-carved relief · Terracotta and jade · Made to order
THE BUILDER
Pick a shape. Pick a pattern. Pick your colors. Wait twelve weeks.
Eight hundred customizable combinations. One pair of hands.
THE OUTCOMES
Slower drops. Higher prices. Quieter feed. Better business.
- +340%
Average order value
From Rs. 1,400 to Rs. 6,200 per piece.
- 12 weeks
Lead time, by design
Wait builds value. Drops created scarcity panic.
- 0
Fast-followers copying live drops
Custom builds are not in catalogue. Cannot be scraped.
- 98%
Customer completion rate
Builder UI converts on first session, not third.
THE BUILD
Brand and store, in nine weeks.
We built Earth and Fire as a heritage-first ceramics brand, with a custom builder, a queue-based ordering system, and a story-led site. Nia spends her hours at the wheel, not in the comments. The drops are quieter. The work is louder.
- Brand world: Rajasthani heritage, soft modernism
- Custom builder UI: shape, size, pattern, glaze
- Inventory queue: lead time as a feature, not a bug
- Story-led copy: maker before merchandise
- Photography direction: process over polish
- Year
- 2025
- Sector
- Ceramics · D2C
- Region
- Jaipur · India
- Engagement
- Brand and product, 9 weeks
Her drops sold out in 90 minutes. That is not a humble brag. That is a business problem.
EARTH & FIRE · CONCEPT
NEXT STUDY · 017
Kadak Chai
A Mumbai tea brand by a third-generation tea family. We built them packaging, a tasting club, and a site that reads like a strong cup. →