J Town: from 65 shoes to revenue in 10 weeks

The shiftLaunch the whole catalogue→Find the heroes, then fund them

Four men on a sofa wearing J Town footwear, from the jtown.store film

The impact

₹3.07Lin orders in 10 weeks

3×ROAS on ₹1L of ad spend

41%of units from one hero shoe

20states with buyers

The story in four moves

Client inputMy work

Client input · 01 They came with
A premium vegan leather footwear label with 65 shoes ready and no sales channel. The founder’s ask was simple: launch the website and sell the shoes.
02 I found
A big catalogue has to be ranked before it is funded. Footwear loyalty runs deep: people try new pairs and stay with the one that made them feel comfortable and confident. Those pairs are the heroes.
03 I built
The e-commerce store, its communication and positioning, and Meta Ads across 10+ SKUs, read for conversion to surface the heroes, then budget moved behind them.
04 It changed
₹3.07L in orders in 10 weeks at 3× ROAS, with the hero shoe carrying 41% of units and buyers across 20 states.

My part

I built the e-commerce store, wrote its communication and positioning, and ran the Meta Ads that found the heroes. The brand and the shoes were the founder’s.

Across 3 brand areas

Led3areas end to end

Shaped0my direction, built with others

Supported0I contributed

01Consumer KnowledgeLed

People stay loyal to the pair that made them feel good.

The J Town customer is an urban professional, 26 to 38, style-literate and values-aware. In footwear, people try new pairs readily and stay loyal to the one that made them comfortable and confident, so the job was to find those pairs fast.

02Purchase MomentLed

A store built to sell to the buyer who stays.

I built the e-commerce store from zero, wrote its communication and set its positioning around the loyalty truth: J Town as the pair you come back to. A styling lookbook shows each shoe worn, so buyers could picture the pair on themselves before checkout.

A lookbook scene of a man in a library wearing J Town shoes — The lookbook on jtown.store

03Strategy and OperationsLed

Rank the catalogue with Meta Ads before you fund it.

I ran Meta Ads across 10+ SKUs and read conversion to surface the heroes, then moved the budget behind them. The hero shoe went on to carry 41% of units, with orders from 20 states on ₹1L of spend.

How the catalogue was ranked

J Town high tops and boots on a warm studio set — The Timeless collection, from jtown.store

My map on this project

What it took to sell from a standing start, and where I stood.

Led end to endShaped my direction, built with othersSupported I contributed, others owned it

In association withMouse & CheeseLaunched at Mouse & Cheese, where I was promoted every year to CMO.

Brand PromiseOutside this brief Brand StoryOutside this brief Visual Identity DirectionOutside this brief Consumer KnowledgeLed Brand HeartOutside this brief Consumer ExperienceOutside this brief Strategy and OperationsLed Brand CultureOutside this brief Purchase MomentLed

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