It didn’t begin with a perfect brand (we actually didn't even have a name yet) or a viral launch. It started with a few handmade pieces, a dream, and a clunky Squarespace site.

After our first buying trip to Morocco, we came home with an inventory list and a general plan but no real roadmap for our next steps. We were excited. Inspired. And very unprepared.

Our First Store Was Built on Squarespace

I picked a clean-looking template and uploaded photos I had taken with my phone. It was... fine, but something felt off.

As soon as we launched, it was clear that the store didn’t reflect the soul of the products — or the story behind them. It felt flat, generic, and not at all like us.

And Honestly… It Didn’t Sell

We shared the link with friends. Posted on Instagram. Waited. Crickets. A few supportive strangers placed orders, but otherwise? Nothing. That’s when we realized something important: Great products don’t sell themselves. You need to show people what makes them special. I started getting more intentional with our product listings and then..

We Switched to Shopify — and Things Started to Happen

After a few months, we kept hearing the same kind of comments. “Your store doesn’t reflect the quality of your products.”

That’s what we needed to hear. We rebuilt Azulike on Shopify. We updated the design or formatting of the site. Invested more time in photographing. Took time to write out the stories behind the pieces. We made it feel so much more what I had intended.

It wasn’t and isn't perfect, but always a work in progress.

Our First Real Sale Was Pure Magic

The first time someone we didn’t know placed an order meant everything. It was the beginning of something we believed in — and proof that other people out there appreciate Moroccan design as much as we do.

What We’d Tell Anyone Just Starting Out:

• Don’t wait for perfect. It is never going to happen, just start with what you have and learn from your mistakes.

• Invest in the story. Your product photos and descriptions matter more than you think.

• Choose a platform that can grow with you. (For us, that was Shopify.)

 Want to read more about our early journey?
Check out Starting Before You’re Ready or Our First Buying Trip to go back to the beginning.

And if you’re curious what those first handmade pieces looked like — browse our vintage artisan collection →