Arun Silver
Bilingual wholesale catalogue website
A bilingual wholesale catalogue for a silver supplier: 439 designs, no prices, and inquiries that go straight to WhatsApp.
At a glance
The problem
Silver is sold by weight, priced by the day's rate, and ordered on WhatsApp. A normal shop with prices and a cart would be wrong by tomorrow.
What I built
A wholesale catalogue with no prices and no cart: an inquiry list that lands on WhatsApp with codes and quantities, in English or Hindi.
What changed
439 designs across 10 collections, each with its own page, readable by search engines.
Walk through it
Read the transcript
This is Arun Silver, a wholesale silver catalogue, and why it has no prices.
Silver is sold by weight. Its price moves with the day's rate. And the trade runs on WhatsApp.
So I built a catalogue with no prices and no cart. Just an inquiry list that lands on WhatsApp, ready to quote.
It opens on a real studio photograph of silver beads, darkened so the words stay readable.
Every design shows its code, weight and size, the way buyers actually order.
Buyers order in English or Hindi, so the whole site switches between the two.
The page looked full to people, but almost empty to Google. So the catalogue is now written into the page itself.
Today there are four hundred and thirty nine designs, each with its own page.
Why it looks and works this way
Sold by weight, priced by the day
Arun Silver sells 925 silver to wholesale buyers and retailers across India. They buy by weight and size, the price moves with the silver rate, and the trade runs on WhatsApp. The catalogue is built around those three facts.
Read the catalogue
The catalogue when the screenshot was taken.
- No prices, an indicative rate
Silver follows the day's rate, so a fixed price would be wrong by tomorrow. The page shows today's indicative rate and quotes against it.
- Search the way buyers ask
Search by SKU, weight, size or name, because that is how a wholesale buyer describes what they want.
- SKU, weight and size on every card
Buyers order by weight and size, so each design shows them the way the seller sells them. The SKU names it exactly in a quote.
- Add to an inquiry, not a cart
Designs go into an inquiry list kept in the browser, with no account, then go to WhatsApp already filled in with SKUs and quantities.
- Hindi or English
Buyers order in either language. One translation table switches every label together.
Decisions, and why
An inquiry list instead of a cart
No prices and no checkout. Buyers collect designs and quantities and ask for a wholesale quote.
Why: A wholesale order is a conversation about rate and quantity, not a card payment.
The list goes to WhatsApp
The inquiry list is sent over WhatsApp already written out with SKUs and quantities.
Why: The seller receives an order-ready list in the channel the trade already uses, and every inquiry is also saved on the server.
A real flat-lay, darkened
The hero is a real studio flat-lay of silver beads, cropped and darkened, with a serif headline on top.
Why: Tiled thumbnails looked like boxes of separate photos. Darkening the real photo gives the text contrast.
A catalogue a crawler can read
The product grid is written into the page as real HTML before any script runs.
Why: An SEO pass found the page looked complete to visitors but almost empty to search engines.
It works from a folder too
The catalogue is written twice: a data file for the live site and a script copy.
Why: The client previewed the site by opening it from a desktop folder, where the data file cannot be read.
A race condition, found and fixed
Rate limits run inside one database transaction, and an admin page lists inquiries and marks designs sold out.
Why: A security pass reproduced a real race in the rate limit with concurrent requests before fixing it.
A buyer's path
Search by SKU, weight or size, or browse a collection, in Hindi or English.
Add designs and quantities to an inquiry list. No account.
The list goes to WhatsApp, written out with SKUs.
The seller quotes against the day's silver rate.
A jewellery house, and true silver
Sampled from the live site. My reading: brown and gold say traditional jewellery house and make the gold buttons stand out, while plain white cards keep the silver photos true to colour.
The top bar and Add to Inquiry buttons.
Primary buttons: Get Wholesale Quote, Inquiry List.
The page ground under the catalogue.
Section headings.
Product cards, so silver photographs look like silver.
The catalogue today
The problem
A Jaipur wholesaler of 925 sterling silver needed a catalogue without fixed product prices. The interface supports English and Hindi.
What it does
As of October 2026, the bilingual catalogue has 439 product pages across 10 collections. Each product has a SKU and its available specifications, with watermarked photos, search and filtering.
The catalogue uses an inquiry list instead of fixed product prices.
Who it is for
Wholesale buyers and retailers ordering 925 sterling silver in bulk, in English or Hindi.
What it does, feature by feature
- Full catalogue. 439 designs across 10 collections, each with its own page, SKU, available specifications, and watermarked photos.
- Search and filters. Find a design by SKU, collection or tag, with a lightbox for every photo.
- Inquiry list instead of a cart. Buyers collect designs and quantities, then send the list on WhatsApp, already filled in with SKUs.
- Stored inquiries. Every inquiry and lead is also saved on the server, with rate limits and bot filtering.
- English and Hindi. The whole interface switches language from one translation table.
- Admin panel. A password-protected page to see inquiries and mark designs sold out across the site.
- Built to be found. Product and BreadcrumbList schema on product pages, buyer guides on the blog, and a downloadable PDF catalogue.
Why it is built this way
Buyers build an inquiry list in local storage without an account and send SKUs and quantities over WhatsApp. Email is a separate contact flow. Pricing follows the day's silver rate and buyers ask for a quote.
What was hard
The client previewed the site by opening the folder from their desktop, where there is no server and fetch() cannot read a JSON file. The build script writes the catalogue twice (products.json for the deployed site and products.js as a plain script global) so the same pages work from a file:// URL. The hero image took several attempts too: tiled thumbnail grids read as boxes of separate photos, and a hand-composited flat-lay looked amateurish. What worked was generating a real studio flat-lay from a text brief, then cropping and darkening it for text contrast. A security and SEO pass after launch found real problems, not hypothetical ones: the admin rate-limit check had a genuine race condition, reproduced with a concurrent-request simulation before it was trusted, and the catalogue page looked complete to a visitor but was almost empty to a crawler because its 439 products only existed after client-side JavaScript ran. Both are fixed now: the rate limit runs inside one database transaction, and the catalogue renders its full product grid as real HTML before any script executes.
How it is set up to be found
By 21 August 2026, the sitemap listed 321 URLs, 303 of them product pages. As of October 2026, it has 497 sitemap URLs and 36 buyer guides. Product pages carry Product and BreadcrumbList structured data, with visible FAQs. The 2026-10-05 SEO pass added /no-minimum-order-wholesale, /export-shipping and /faq. On 5 October 2026, my own audit engine scored the site 94 out of 100, up from 90 on 29 September. That is an audit score, not traffic or rankings.
Outcomes
- 497 sitemap URLs as of October 2026
- 439 product pages in 10 collections
- 36 buyer guides as of October 2026
Stack
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