Website link : Aura
Etsy link : https://shopwithauraonline.etsy.com
What is Aura?
Aura is an e-commerce brand founded in October 2023 as a South Asian jewelry brand rooted in craftsmanship, culture, and connection. Built on the belief that handmade luxury tells a deeper story, Aura curates richly handcrafted jewelry, clothing, and accessories created by skilled artisans.
The vision behind Aura is to bridge the gap between South Asian countries and the United States—bringing authentic, artisan-made designs to local audiences while celebrating heritage, craftsmanship, and timeless luxury.
My Role
Senior Product Designer & Founder, Aura - D2C E-commerce Platform
Duration
October 2023 - Present
Work done
Owned end-to-end product design for a D2C e-commerce platform, driving discovery, UX strategy, interaction design, and visual design from concept through launch and iteration.
Designed and shipped the Aura web experience on Shopify, defining information architecture, core user flows, wireframes, and high-fidelity UI with a strong focus on usability, accessibility, and conversion.
Designed and optimized the Etsy storefront experience, ensuring cross-platform consistency and reducing friction across discovery, evaluation, and checkout journeys.
Applied AI-enabled tools to enhance the shopping experience, including personalization concepts, content optimization, and assisted decision-making to improve user confidence and engagement.
Created visual assets and ad creatives using Canva as part of rapid experimentation, ensuring brand consistency while supporting acquisition and engagement goals.
Recognized with the “Women of Substance” Award for product innovation and entrepreneurial leadership.
Tools used
Figma, Adobe Illustrator, Canva, Photoroom, Chatgpt
