Design, Frontend & Backend · Oct 2026
Gaiana
Dress rental and sale storefront in Surabaya. Designed and built end to end, from catalogue to checkout to operations.
Overview
Gaiana rents and sells occasion dresses. I designed and built the storefront and the back-office behind it through Quanta Labs, the studio I co-founded. It launched in October 2026 after five months of work, replacing a business that ran on Excel and Google Drive.
Designed for the customer
Renting a dress is a date problem as much as a shopping one. Customers filter by rental date, size, colour, price, occasion, length and neckline, and the size filter works from their own measurements.
One dress, one calendar
I wanted the calendar to ask one question: when is your event? Everything else about a rental is worked out from that date, so the customer never has to plan around it, and taken dates are blocked before they choose. One rule sits behind it, so the product page, checkout and the back-office always agree.
How it was built
I work with AI agents, and I don't ship slop. Each feature went from questioning to prototype to spec to tested code, with the decisions written down along the way. The goal is a product nobody would guess was built that way.
Behind the scenes
Ask for one event date, not a rental period
Why: A customer knows the day they need the dress, not the logistics around it. Working everything else out from that one date keeps booking simple for them and leaves a single rule to keep right across the system.
Set an elegant visual direction
Why: I chose elegance for the store and looked to fashion houses for how to carry it. Kindred of Ireland shaped the story-led sections and the product grid. Brunello Cucinelli's earlier, minimal shop set the restraint: generous whitespace and a quiet header and navigation.
