ROQA™ refreshed The Silverroom’s website with creative direction, copywriting, and e-commerce design to expand its digital reach while honoring its cultural legacy.
The Silverroom is a cultural institution rooted in Chicago’s South Side. Founded in 1997 by Eric Williams, it exists at the intersection of retail, art, and community. More than a store, The Silverroom is a platform for cultural exchange, showcasing curated jewelry, fashion, art, and music from around the world.
During a major renovation in 2020, amid the COVID-19 pandemic, ROQA™ partnered with The Silverroom to reimagine its digital presence and strengthen its connection to a growing online audience.
With physical retail temporarily disrupted, The Silverroom needed to evolve its digital experience without losing the soul that made it a community landmark. The challenge was twofold: transition to a more robust e-commerce platform while maintaining the warmth, storytelling, and cultural relevance that defined the in-store experience.
The refreshed website positioned The Silverroom for sustained digital growth while expanding its cultural reach beyond Chicago.
62%
increase in website engagement
48%
increase in online sales within the first six months
40%
growth in returning customers
