Urthy Scents was founded by Jen, a formulator who believes every ingredient earns its place. Today, that philosophy comes through not only in Urthy’s carefully crafted skincare and fragrance products, but also in the facial personalized services offered through its Skin Space.

While the existing website was functional, it lacked the distinctive visual direction and flexibility she was looking for. That’s when she discovered Eurus.

What caught Jen’s attention wasn’t just the look of the demo stores. It was the combination of a polished design system and the free design consulting and setup program, which gave her the opportunity to work directly with the Omni Themes team to shape the store around Urthy’s own brand.

Urthy didn’t have a simple product catalog to organize. The storefront had to bring together products, scent stories, education, and services without losing the refined feeling of the brand.

And that was only part of the equation.

Jen came into the project with a strong understanding of what she wanted.

Through the Business Insight Form (the form that collects customer requirements from Omni Themes), she shared detailed information about Urthy’s products, brand story, visual direction, target customers, and the overall feeling she wanted visitors to experience.

Omni Themes team quickly got a picture of Urthy, from its product range and scent-focused experience to the clean, refined feeling Jen wanted customers to have when they visited the store.

That understanding became the foundation for the design process. Instead of simply fitting Urthy into an existing theme layout, the team translated Jen’s vision into a storefront structure that could balance rich product storytelling, easy discovery, and a cohesive visual identity.

For Jen, that level of support was one of the most valuable parts of working with Eurus: 

Urthy’s products come in different scents, but Jen didn’t want customers to interact with them through a conventional dropdown or standard variant selector.

Instead, she wanted scent selection to become part of the product story. Customers should be able to see the available scents at a glance, choose the one that speaks to them, and immediately learn more about its scent profile and elements.

This required a more tailored product experience: One that combined selection and storytelling in the same interaction.

With the Free design consulting and setup program, Omni Themes team worked closely with Jen to translate Urthy’s requirements into the actual store design.

Clear communication was an important part of the process. Feedback was exchanged throughout the design stage, with one round of revision included before moving into the setup stage.

The result was a storefront designed specifically around Urthy’s product catalog, customers, and brand story.

When a store sells multiple product categories, one template doesn’t always tell every story equally well. As the project evolved, Jen decided to take the customization further.

In addition to the pages included in the free design consulting and setup program, she ordered three additional desktop page designs and more dedicated pages for showcasing different product lines.

This allowed the store to go beyond a standard Shopify theme structure and give different parts of Urthy’s product range their own space to shine.

Instead of forcing every product story into the same template, the storefront could adapt to the content and purpose of each page.

Urthy has a lot for customers to discover. The challenge is helping them find the right thing without overwhelming them.

With Quiz section from Eurus theme, the store introduces a more thoughtful way for customers to explore the brand and its products.

Instead of leaving customers to figure out which product is right for them on their own, the quiz creates a more guided discovery journey, particularly useful for a product category where personal preference plays such an important role.

And that reflects the bigger idea behind the new Urthy store.

Every element has a purpose: from choosing a scent, to learning about its ingredients, to discovering products through tailored pages.

A beautiful storefront only works when customers can actually use it smoothly.

That’s why performance was another important part of the final result.

The redesigned Urthy store achieved a passing Core Web Vitals assessment, supporting a faster and smoother browsing experience across the site.

The store also achieved 4/4 on Agentic browsing, a metric designed to evaluate how well a website performs when an AI agent navigates and interacts with it, including how quickly pages load and how smoothly key actions can be completed.

For Jen, switching to Eurus wasn’t simply about getting a new theme. It was about finding a foundation flexible enough to turn a very specific brand vision into a real shopping experience.

⭐ The lesson for brands with a similarly diverse offering is simple:

Complexity doesn’t have to mean clutter. You just need a storefront flexible enough to give every product, story, and service its place, while keeping the experience clear, cohesive, and distinctly yours.

That’s where a functional, story-driven theme like Eurus can make the difference.  

The Sky Balloons came in with a detailed, well-considered brief. Junaid knew what the brand needed, he knew what he could not afford to lose, and all are noted down clearly:

The free theme consulting and setup program starts with a business insights form. Junaid’s answers gave the Omni Themes team a full picture: the target customer, the collection structure, the colour palette, the brand policies, and the design priorities. The brief was thorough, and it shaped every decision that followed.

Support That Did Not Stop at Launch

The relationship between Junaid and the Omni Themes team did not end when the store went live. Over the months that followed, the team continued to resolve issues as they appeared.

Timeline of key moments:

Tsuki Matcha is a France-based matcha brand dedicated to offering high-quality matcha at a fair price. Their positioning is simple yet powerful: delivering the best matcha quality for the price in France.

Unlike many online stores with extensive catalogs, Tsuki Matcha focuses on a curated selection of matcha products, keeping the range intentionally small. This allows the brand to highlight product quality and guide customers toward a clear purchasing decision.

Since switching to Eurus theme, the website has seen steady improvements in its online performance. The redesigned storefront not only strengthened the brand’s premium image but also helped increase customer engagement and overall revenue.

“Since the relaunch, the site feels more premium, clearer, and more aligned with our positioning — which has positively impacted engagement and overall conversion momentum.”

                                                                                                                                                                                                – Vedel Romane from Tsuki Matcha 

Currently, the store receives around 3,000 visitors per month, which translates to approximately 32,000 visitors annually. For a niche brand with a focused product catalog, this consistent traffic reflects strong interest in the brand and its offerings.

Let’s explore how they made it happen.

“I was previously using a free theme. Within one week, I decided to fully redesign the website to finally scale and properly develop the brand.”

                                                                                                                                                                                                – Vedel Romane from Tsuki Matcha 

A special thing is that the brand representative behind the store is actually a professional web designer. Rather than starting from scratch, the goal was to switch to a more flexible and scalable theme that could better support the brand’s growth.

During their search for the right theme, the team discovered Eurus theme, which quickly stood out as a potential candidate.

Since the store had already been designed, the merchant didn’t need basic setup support. Instead, they reached out to Omni Themes for strategic insights and recommendations on how to make the most of the theme’s capabilities. 

The main objective was to restructure the store experience so that the design better aligned with Tsuki Matcha’s brand positioning and business strategy.

In addition, the brand had several specific feature requirements:

To support the redesign of Tsuki Matcha, the Omni Themes team worked closely with the merchant through a free design consulting service. Rather than simply applying a new theme, the process focused on restructuring the store experience, from the homepage to the product pages, to better align with the brand’s positioning and conversion strategy.

Through multiple thorough discussions, the team worked to understand the brand’s ideas: building a premium yet accessible image, strengthening product storytelling, and creating a clear conversion path for customers. Together, Omni Themes team refined the structure of the store, including a homepage that introduces the brand story and matcha offerings, collection pages that guide customers through the product lineup, and product pages designed to educate, engage, and convert.

Special attention was also given to visual identity, even the smallest detail. The color palette and typography were carefully selected to reflect the calm, refined mood associated with matcha culture while maintaining a modern ecommerce aesthetic.

The story between Tsuki Matcha and Eurus theme is not just a one-time collaboration that ends right after the project is finished. The relationship extended beyond simple theme usage.

After rebuilding the site with Eurus, the merchant highlighted how the theme improved both usability and creative control:

And showed satisfaction with the project experience:

Furthermore, Tsuki Matcha representative shared that they have used Eurus theme across multiple projects, and none of them look alike: “Each project ends up with its own distinct identity, positioning, and conversion logic.” 

As a professional web designer, the Tsuki Matcha representative also shared that their clients want the same template as Tsuki Matcha after seeing the site. After that, Tsuki Matcha expressed interest in Omni Themes partner program.

That’s how Tsuki Matcha became our valued partner.

The journey of Tsuki Matcha shows how the right theme and the right team can do more than refresh a website. It can help shape a stronger brand experience and a more scalable e-commerce foundation.

With the flexibility of Eurus theme and the support from Omni Themes, the store evolved from a simple setup into a more structured, conversion-focused online presence.

Want to build a Shopify store that looks great and converts better? Explore Eurus theme and start designing your store today. 🚀