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Brand
Najaf Rugs
Partnering since
2025
Location
Australia
Technology
Shopify
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Najaf Rugs is an Australian retailer of handmade rugs. The brand was founded in Melbourne in 2000 by Najaf Mazari, an Afghan-born craftsman who learned rug-making at the age of 12. Over 25 years, the brand has grown into one of Australia's most trusted destinations for authentic handmade rugs.
A story the old store wasn't telling
Najaf Rugs had the brand. The heritage. The trust. Twenty-five years of craftsmanship and a story worth telling.
But the store didn’t reflect any of it.
The buying experience felt disconnected from the authenticity and care behind every rug in the collection.
For a brand where trust and origin drive purchase decisions, that gap was holding them back.
craftberry's experience with Shopify home decor brands shaped the goal - rebuild the store so it matches the brand.
Clean, polished, and with the story front and centre.
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Authentic UI/UX transformation
People buy rugs based on feeling.
Texture, colour, origin, and the story behind the knit.
No specification sheet closes that sale, only the right image, the right context, and enough trust to spend $3,000 without touching the product.
Our design team started with data and competitive research and built a visual direction around that reality.
The homepage leads with the brand's story and heritage before asking for anything.
We transformed product discovery around how rug buyers actually shop - by size, origin, style, and colour.
The product page carries the weight of the decision - with rich imagery, origin details, and a cart experience that supports AOV.
The whole storefront had to feel authentic without being overly promotional, and still be frictionless.
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Your customers buy with their eyes. We build Shopify stores that persuade them.
Learn how you can scale.
Apps
Klaviyo
Klaviyo powers Najaf Rugs' email marketing, giving the team the ability to reach customers with targeted campaigns.
Judge.me
Judge.me brings verified customer reviews into the store, reinforcing the trust that a premium, high-consideration product like a handmade rug depends on.
GA4, Google Tag Manager, Meta
For a high-ticket product, understanding where buyers drop off matters as much as knowing where they come from. Full tracking gives the Najaf team the data to see exactly where in the journey customers hesitate and convert.
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Results
The redesign, built around buyer psychology and brand trust, delivered measurable results from day one.
+8%
AOV Increase