Yellow Muslin
Home Decor · Noida · Full Custom Shopify Build
A completely custom, fast-loaded Shopify store for Yellow Muslin, a Noida-based home decor brand by designer Niharika Pandey, built with no plugins and no pre-built theme, line by line, to her exact vision. Dealing in runners, throws, cushions, gifting and Shree Yantra, with a dedicated Shop the Look section and a CRO-focused layout built to convert.
Shopify
Platform
Noida
Location
Home Decor
Category
The Brand
Yellow Muslin is a Noida-based home decor brand owned and designed by Niharika Pandey, dealing in runners, throws, cushions, gifting sets and Shree Yantra pieces. These are products where texture, styling and presentation decide whether a browser becomes a buyer.
The brief: build a store exactly the way she wanted it, no plugin shortcuts, no generic theme, fast loaded, CRO-focused, with a dedicated Shop the Look section and every section coded line by line to her vision.
Overview
Location
Noida, India
Industry
Home Decor
Platform
Shopify (custom theme)
Focus
CRO, Speed, Shop the Look
Built By
Designer Niharika Pandey's vision
The Challenge
Home decor products live and die on how they're presented. A generic Shopify template or a plugin-heavy setup flattens exactly the kind of styling that makes runners, throws and cushions feel desirable. The challenge was to build a store as intentional as the products themselves: every section coded line by line to Niharika's exact vision, a dedicated Shop the Look section customers could actually shop from, and a fast, CRO-focused layout across distinct product lines including gifting and Shree Yantra.
What I Built
Every Section, Hand-Coded
Shop the Look: Signature Custom Feature
A dedicated section where fully styled settings (runners, throws and cushions placed together the way they'd look in a real home) are shoppable in one click. Customers see the complete look instead of a single product, which drives multi-item baskets and makes the browsing experience feel curated, not transactional. Built entirely from scratch in custom Liquid, no app dependency.
Built Line by Line to the Designer's Vision
Yellow Muslin is owned and designed by Niharika Pandey, who had an exact picture of how every section should look and behave. Nothing here came from a theme's default settings. Every section was coded line by line to match her vision precisely, which is what separates a custom-built store from a customised template.
Completely Custom: No Plugins, No Pre-Built Theme
The entire store is written in custom Liquid, Alpine.js, and Tailwind CSS. Zero third-party apps installed. This keeps the store fully in the merchant's control, free of app subscriptions, and immune to the slowdowns and breakages that come with plugin-heavy Shopify builds.
Fast-Loaded, Lean Architecture
Every image is optimised, every section is lean, and there's no plugin bloat weighing the store down. For a home decor brand where products live and die on how good the photography looks, a fast loaded Shopify store means customers see the product, not a loading spinner.
CRO-First Product & Collection Layout
Collection and product pages are laid out with conversion as the goal: clear imagery, direct add-to-cart flows, and section placement guided by buying behaviour rather than decoration for its own sake. Every design choice earns its place by moving a browser closer to a purchase.
Runners, Throws, Cushions, Gifting & Shree Yantra: Organised by Intent
The catalogue spans distinct product lines: table runners, throws, cushions, gifting sets, and Shree Yantra pieces, each with its own curated collection so customers browsing for a gift land in a different experience than someone shopping for cushions.
SEO-Enabled Architecture
Built with clean semantic HTML, proper heading hierarchy, and structured metadata across every page. This gives Yellow Muslin the technical foundation to rank for home decor search terms without needing an SEO app to undo what a theme got wrong.
Mobile-First Throughout
Home decor shoppers browse on their phones as often as on desktop. Every layout, tap target, and scroll interaction was designed mobile-first, so the store feels native on a phone rather than a desktop site squeezed into a smaller screen.
The Core Insight
“Niharika didn't want a theme customised to look like her brand. She wanted her brand built, line by line. That distinction is the whole difference between a Shopify store and a Shopify store that actually feels like yours.”
Mohit Arora, Developer
The Approach
Zero Apps
No third-party apps installed. Every feature (including Shop the Look) was coded from scratch. Nothing slows the store down and nothing breaks on a plugin update.
Designer-Led Build
Every section was built exactly as Niharika envisioned it, line by line. No compromises, no 'that's just how Shopify does it'. If she wanted it a certain way, it was built that way.
Speed as a Feature
Lean code, optimised images, and zero plugin bloat make this a genuinely fast loaded Shopify store. Speed isn't an afterthought here. It's baked into every decision.
About the Developer
This store was built by Mohit Arora, a Shopify developer in India and Shopify freelancer in India specialising in fast loaded, hand-coded stores for D2C and design-led brands. If you're looking to hire a Shopify developer for a home decor brand or any product-first business, someone who builds a customised Shopify store without themes or plugins and delivers Shopify development services in India, get in touch.
Want something like this for your brand?
I build custom, fast loaded Shopify stores for D2C and retail brands across Delhi NCR, Mumbai, Dubai, the UK, and the USA.