A category-defining brand surface — and the agentic concierge embedded inside it.

The problem

Conversion on the existing site sat below 1.2% on warm traffic. The brand's positioning — premium, considered, expert — was contradicted at every interaction. Customer support was answering the same fifteen questions, manually, twelve hours a day.

Approach

• Brand system rebuilt from typography upward — restraint over decoration, with a single distinctive accent.
• Marketing site re-engineered on Next.js with Vercel-grade performance and Core Web Vitals as a release gate.
• Embedded a brand-aware concierge agent that answers product, fit, and comparison questions in the brand voice.
• Stitched the agent into the support workflow so escalations land in the founder's inbox with full transcripts.

The AI tooling

• Concierge agent grounded in the product catalog, FAQs, and editorial content — never improvising on facts.
• Tool-calling for size guidance, availability checks, and gift-routing flows.
• Conversation review that flags emerging questions for editorial coverage.

Outcome

Launch week converted at 4.7%. Within sixty days, the concierge handled the equivalent of one full-time support role — and customers preferred it. Press coverage repeatedly singled out the site experience.