Growing a Service-Driven Brand with ArchiPro

For over a decade, founder Dara Shashoua and her team have focused on crafting spaces that evoke emotion through materials.

“We made a conscious decision not to be an e-commerce business,” says Dara, owner of Byzantine Design. “We’re all about service. It’s collaborative, it’s tactile, we listen, we guide, and we give clients a better version of what they thought was possible.”

That consultative ethos is what led them to ArchiPro - seeking a platform that could reflect their unique model and connect them with design-conscious homeowners and professionals who value expertise over transaction.

The Challenge: Staying Personal in a Digital Landscape

Byzantine was navigating a digital landscape where convenience often wins out, but their model is intentionally personal. Selling tiles isn’t transactional for them - it’s tactile, sensory, and consultative.

To grow brand awareness in a crowded market without compromising on their values, they faced three core challenges:

• Standing out among a sea of online-first competitors
• Replicating the showroom experience in a digital environment
• Understanding the intent behind the traffic they were receiving online

They needed a way to meet modern homeowners and professionals where they’re searching - but with the nuance and service that defines their brand.

The Solution: Creating a Digital Extension of the Showroom

When Byzantine Design joined ArchiPro in 2022, their intention was to find a platform that matched their personal, high-touch service with strong digital visibility. They’ve since created a profile that mirrors the in-showroom experience. Rich with beautiful showroom imagery, well-structured About sections, and tagged across nine professionally published projects, their ArchiPro presence functions like a digital extension of their physical space.

Emma Velez, Marketing & Social Manager at Byzantine Design, credits much of their success to their hands-on use of the platform, “we’ve made it work for us, we’ve used every aspect of the platform - the platform’s really user-friendly.” She notes that many of the projects tagged have come organically from designers and architects, with high regard for the brand and its offerings.

Data-backed insights and real results

Byzantine’s decision to upgrade their ArchiPro membership was backed by real results. “Everyone promises results, but ArchiPro has been the only one that’s actually delivered,” says Dara. With ArchiPro Pixel installed, they’ve been able to track user journeys - from profile views to website visits, and even to sample orders.

“We’re seeing people come back to the site multiple times in a week, and spend a lot more time on the site after finding us on ArchiPro.”

Visitors who click through to Byzantine’s website from their ArchiPro profile explore an average of over 10 pages per session - signaling strong browsing intent. These users aren’t just curious; they’re actively considering their options.

While direct sales attribution is difficult in a tactile, high-consideration category like tiles, the team has noticed increased showroom visits and a steady stream of calls from people who found them on ArchiPro.

“Tiles are a long game - it can take years for people to go from interest to purchase. But with ArchiPro Pixel, we’re finally seeing the intent behind the traffic”

"Everyone promises results, but ArchiPro has been the only one that’s actually delivered"

Standing out in a saturated market

Byzantine’s marketing is deeply personal and grounded in real connection. Their upcoming campaign - focused on why they intentionally chose not to sell online - will reinforce their service-first model and the importance of in-person consultation for what is often a lifelong decision in the home.

Their investment in ArchiPro aligns with a broader brand evolution: a new showroom, expanded capacity to offer custom stone and mosaic products, and a refined digital strategy across ArchiPro, Instagram, Linkedin and email newsletters.

“Once people come in, we usually convert them,” says Emma. “We just need them to know we’re here”. ArchiPro is now a key pillar in building brand awareness for Byzantine Design.

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