001 · CUP
Marigold
Rs. 4,800
Hand-painted · Saffron and jade glaze · Limited to 12 pieces
POSSIBILITY STUDY · 16
Drops sell out in ninety minutes. Then silence for a month.
A possibility study. We built this concept end to end as a working prototype, inspired by the real operational bottleneck of a handmade ceramics studio. The same system can be commissioned, customized, and shipped to your business in 9 weeks.
Sound like your business? Ceramicists. Woodworkers. Any maker selling drops and running out of stock in minutes. The pattern is the same.
We have already imagined this. Let's explore 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 nothing but pure work-of-the-hand process videos. The wheel. The kiln. The brush.
Her drops sell out in 90 minutes. That is not a humble brag. That is a business problem. She underprices the work because she is racing the audience, and fast followers in neighbouring cities copy her designs the same week. The ceiling is mathematical: she only has two hands.
We shifted the model. Fewer pieces. Higher prices. Longer lead times. Customizable through a builder UI that 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 that lets Nia spend her hours at the wheel, not in the comments. 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
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. →