Lumiss The digital operation of one of the most desired Brazilian women's footwear brands
THE BRAND
Founded in 2018 and originally launched as Amorelle, Lumiss has established itself as one of the most significant brands in the Brazilian women's footwear market, with more than 2 million pairs delivered across Brazil and a consolidated presence on the main marketplaces — Mercado Livre, Shopee, Amazon and Dafiti.
THE CHALLENGE
Migrating and structuring the owned digital operation of a brand already performing at very large scale on marketplaces imposed a set of far-from-trivial technical requirements. Lumiss needed an online store with commercial infrastructure worthy of an operation that is already a national reference, able to:
Sustain high, seasonally volatile traffic, reflecting the pace of launches and the engagement generated by social media campaigns; Perform excellently on mobile, the source channel for most of the brand's audience, demanding healthy Core Web Vitals, optimised touch navigation and a frictionless checkout;
Handle a broad, constantly rotating catalogue, with refined filters by category, heel, colour, size, occasion and trend — without compromising loading speed; Communicate the brand's differentiators clearly (shipping, exchange policy, security, instalments) at strategic points in the buying journey;
Scale without re-engineering, absorbing new collections, promotional campaigns and mix expansions without requiring pages to be rebuilt.
The Elleven Solution
Elleven delivered the Lumiss e-commerce on the Tray platform, a strategic choice combining transactional robustness, native management of an extensive catalogue, fluid integration with payment and anti-fraud providers, and a mature logistics and marketplace ecosystem — the ideal base for a multichannel brand.
The project was driven along three axes:
High-conversion visual architecture. A clean layout, disciplined visual hierarchy and absolute priority on the product. The collection photography takes centre stage, with categorised showcases that convey variety without cluttering the interface. Every UI element was calibrated to reduce the clicks between discovery and checkout.
Mobile-first with no compromises. The entire structure — menus, showcases, product pages, cart and checkout — was designed starting from the mobile device and adapted for desktop afterwards. Generous touch targets, image lazy loading, typographic hierarchy optimised for small screens and navigation that respects the user's thumb.
A scalable structure. The backend and category organisation were modelled to keep up with Lumiss's characteristic launch pace. New collections, seasonal campaigns (summer, winter, commemorative dates) and themed drops go live quickly, with no dependency on ad hoc development.
Complementing the system, strategic trust communications were implemented throughout the journey — security seals, prominent payment terms, a clear exchange policy and social proof — converting visitors into buyers and reinforcing the brand's accessible-premium positioning.
