Joy Julius — Fashion E-commerce
A fashion brand rooted in Nigerian heritage, built for a global audience — e-commerce, membership, and editorial storytelling in one.
The gaze
Joy Julius is a London-based fashion brand rooted in Nigerian textile heritage — Ibadan craft, Adire dyeing, Yoruba cultural identity — brought to a global audience.
The platform is a complete e-commerce experience built on Next.js with Sanity CMS, Stripe payments, and a membership system called JJ Circle (£50/year). Products, collections, editorial content, press, and a members-only world are all managed through a single CMS.
Five automated email flows handle the full customer journey — welcome, order confirmation, shipping, membership, and re-engagement — via Gmail SMTP with Google Workspace. Klaviyo handles newsletter sync and marketing automation.
The site opens with sound — a deliberate editorial choice that sets the brand's tone before a single word is read.
Screenshots
The process
The challenge was to build something that felt like a fashion house, not a Shopify template.
Every element was directed — the hero video with sound on, the Lagos/London origin narrative, the editorial copy across every product and page, the JJ Circle membership as a community-first revenue stream.
Key technical decisions:
- Next.js + Sanity CMS for full editorial control
- Stripe for payments and JJ Circle subscriptions
- Gmail SMTP via Google Workspace — not a generic transactional email provider
- Klaviyo for newsletter and marketing automation
- DNS configured on GoDaddy
- Schema.org structured data for SEO
- 5 automated email flows built from scratch
The resonance
Full e-commerce with Stripe payments. JJ Circle membership — £50/year subscription. 5 automated email flows. Editorial product copy — every item has a story. Sound-on hero — brand tone set before first scroll. Klaviyo newsletter sync. Schema.org structured data for SEO. Full CMS — brand manages content independently.