drafting · niche fragrance + art-led beauty

to Jorum Studio

Euan McCall · Perfumer

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subject options · pick one

  • the [LAUNCH_THING] for [BRAND]
  • a thought about [COLLECTION_NAME]
  • [FOUNDER_FIRST], on [CITY] and scent

body preview · auto-fills only

Euan,

[SPECIFIC_OBSERVATION]. [GAP_SENTENCE].

most niche fragrance sites are configured by shopify themes that flatten exactly what makes the brand interesting. we build launch microsites and discovery-set flows that read like editorial pages, not product listings. closer to how [REFERENCE_BRAND] does it.

two recent projects you might want to look at: versavilla.com (residential, story-led) and [SECOND_REFERENCE]. if a launch page or a shopify refresh is on your roadmap this year, i'd love to see what you have and send back a short note.

with warmth,
arushi // igochi studio

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  • the specific thing they launched (subject line only)

    discovery set / opening notes / launch page

  • specific observation about a recent launch / a note in a perfume / how they framed a collection

    must be something only someone who looked closely would notice. 1-2 sentences.

  • second sentence connecting what they're already saying to where the website / launch flow falls short of it

    name the specific page that's weakest. don't be cruel; be observant.

  • reference brand we admire

    Le Labo / D.S. & Durga / Régime des Fleurs / Maison Margiela Replica

  • second project link

    another igochi piece or a partner project

open in gmail / superhuman