Project Overview

About Liyu.ca

As Product Manager for LIYU Leather, I lead end-to-end product strategy for our premium direct-to-consumer leather goods brand. I developed a sustainable e-commerce strategy balancing small-batch production, Ethiopian artisan partnerships, and luxury customer experiences.

My role spans artisan partnership management, international supply chain coordination, quality assurance, and customer journey optimization—from unboxing to post-purchase care.

Key Impact

  • 65% YoY revenue growth
  • 4 Ethiopian artisan partnerships
  • 35% quality improvement
  • 4.8/5 customer rating
  • 25% faster delivery
  • 28% repeat purchase rate

Project Details

Role: Product Manager

Duration: April 2021 – Present

Team: 6 members

Platform: Shopify E-commerce

Industry: Premium Leather Goods

Mission: Luxury craftsmanship meets sustainable e-commerce through Ethiopian artisan partnerships.

Live Website

Visit Liyu.ca

Explore the live website to see the product in action

Key Features

Artisan Network

Direct partnerships with skilled Ethiopian leather artisans, co-creating products that honor tradition while meeting modern quality expectations

Mobile Responsive

Fully optimized mobile experience for luxury e-commerce with high-quality product imagery and seamless navigation

Secure Payment Processing

PCI-compliant payment gateway with SSL encryption and fraud protection for safe luxury transactions

User Management

Comprehensive customer profiles with order history, personalized recommendations, and exclusive member benefits

Analytics Dashboard

Advanced analytics tracking customer behavior, inventory management, and business performance metrics

Post-Purchase Care

Comprehensive customer support including leather care guidance, monogramming services, and lifetime product maintenance

Core Operational Pillars

Artisan Partnerships

Direct collaboration with Ethiopian leather artisans, balancing traditional craftsmanship with modern quality standards through training guides and flexible production calendars.

Global Logistics

Streamlined cross-continental supply chain from Ethiopian production to Canadian fulfillment with digital tracking and optimized customs processes.

Quality Assurance

12-point inspection checklist and small-batch testing ensure luxury standards across stitching, materials, and finishing at every production stage.

Customer Experience

Premium DTC journey with personalized packaging, artisan stories, monogramming services, and post-purchase care achieving 9.3/10 NPS.

Product Development Journey

Research & Positioning

Analyzed luxury DTC leather market ($78B by 2027), positioning LIYU between emerging luxury and heritage craft. Focused on quiet luxury, sustainable practices, and Ethiopian craftsmanship.

Platform & Supply Chain

Built Shopify-based luxury e-commerce with integrated cross-continental logistics, digital tracking, and sustainable fulfillment from Ethiopia to Canada.

Launch & Optimization

Launched with values-led marketing, premium packaging, and personalized customer journeys. Achieved 65% YoY revenue growth and 4.8/5 CX rating.

Scale & Retention

Implemented care programs, warranty services, and VIP segmentation driving 2.1x higher LTV and 28% repeat purchase rate.

Technology & Performance

Tech Stack

Frontend: Shopify Liquid, HTML5/SCSS/JS, Tailwind CSS

Backend: Shopify GraphQL API, Node.js microservices

Payments: Shopify Payments, PayPal, Apple/Google Pay

Infrastructure: Shopify CDN, Vercel, Cloudflare

Analytics: GA4, Hotjar, Meta Pixel, UptimeRobot

Performance Metrics

  • Load Time: 2.3s desktop, 2.9s mobile
  • Lighthouse Score: 90+ mobile
  • SEO: 43% organic traffic, 100% index coverage
  • TTFB: <500ms average
  • Conversion: 28% increase post-redesign
  • Scalability: 5x current capacity without re-architecture

Challenges & Solutions

Key Challenges

  • 10-hour time zone coordination with Ethiopian artisans
  • Cross-continental supply chain complexity
  • Quality consistency across handcrafted batches
  • Balancing tradition with modern market demands
  • Small-batch constraints vs luxury expectations

Solutions Implemented

  • WhatsApp groups & weekly video calls for coordination
  • End-to-end digital tracking & customs optimization
  • 12-point quality inspection at multiple stages
  • Fair trade framework with transparent wage structures
  • Flexible production planning with agile methodology

Results & Impact

Project Outcomes & Business Impact

Quantified Results & Metrics

Business Growth
  • 65% YoY revenue growth in first full operational year
  • $280 average order value vs industry average of $150
  • 28% repeat purchase rate within 12 months
  • 2.1x higher lifetime value for VIP customer segment
Operational Excellence
  • 35% reduction in product defect rates
  • 25% improvement in supply chain lead times
  • 22% decrease in warranty-related returns
  • 4.8/5 customer satisfaction across all channels
Brand & Market Position
  • 43% of traffic now from organic search
  • 9.3/10 NPS score from customer surveys
  • 38% email list growth year-over-year
  • Premium positioning in luxury leather goods market
Social Impact
  • 4 Ethiopian artisan families now in regular partnership
  • Fair wage practices implemented across all partnerships
  • Sustainable production model with minimal waste
  • Cultural preservation through traditional craft techniques

Key Learnings

Product Strategy

  • Premium positioning in competitive markets
  • Cultural bridge-building across continents
  • Balancing quality with scalable growth

Customer Experience

  • Luxury brand storytelling and authenticity
  • Journey mapping from discovery to advocacy
  • Data-driven conversion optimization

Operations

  • Resilient international supply chains
  • Sustainable artisan partnerships
  • Small-batch production management