OurStory

Honestly, I was just scrolling Instagram. Like everyone does at 1am. 🌙

And I kept seeing these reels. Someone made a cute little website for their girlfriend — her name on it, hearts, photos, a sweet message. And at the end of every single one, the same line: "DM us and we'll make one for you."

People were actually doing it. The comments were full. "DM sent." "Price?"

So I looked at how it worked. And it was completely manual. You message them. You send your photos. They build your page by hand. They send a preview. You ask for one small change. They redo it. Then you pay.

What if the person just fills in a form? 📝 Their name, their partner's name, the message, their photos.

And whatever they type goes straight into a ready-made design, replacing the default values — and out comes their own website, live on the internet, instantly.

That is it. That is the whole product in one sentence. The design is already built and waiting. The person only fills in the part that makes it theirs.

I had something that worked, but it still felt like a project. So I wrapped it properly — a real landing page, a templates page you can browse, and I fixed every place people were getting lost.

Then payments. After a lot of research, Razorpay came out as the best fit for us. So I started with India — UPI, cards, net banking, wallets.

And then I opened it up to everyone else. That needed a separate approval, but once it came through, someone sitting anywhere in the world could make a page and pay for it in dollars. 🌍

And then something funny happened. The more I used Lovely myself — making pages for my own people, sending them, watching what happened next — the more ideas kept coming to me. 💭

A password on a page, so only one person can ever open it. Editing after you have already published, without the link changing. Your own subdomain. A QR code you can print and hide inside a gift. 🎁

None of it was on any plan. Every single one came from sending a page to somebody and thinking — oh, it should do this too.

So I asked the obvious question. Can this whole collab thing run without me standing in the middle of it? Not the pitching — the part after. A design file lands, and then it just waits for me to find a free evening. 🤔

So instead of coding templates one at a time, I built the thing that codes them. A creator uploads their design as one file. It gets read, every changeable spot inside it gets found and marked on its own, and that comes back out as a working editor — before the upload bar has even finished. ⚙️

From there it is a product. In their own dashboard they write the name and the description, set one price for India and one for everywhere else, add a thumbnail. We give it a look, switch it on, and it sits in the gallery next to ours — same editor, same checkout, same everything. 🤝

And their file never runs loose. It is somebody else's code on our platform, so it lives in a sealed box that cannot reach a login, a cookie or the database — and whatever a customer types gets merged in as text, never as code. 🔒

The last manual piece was the money itself. Every sale meant working out a share and transferring it by hand — and you cannot do automatic payouts from an individual Razorpay account, you need a proper business one. So we went and got the Udyam registration, and an Import Export Code for the international side. 📜

Then the Razorpay sole proprietorship account, moved everything across, and switched the payouts on. Now a creator uploads, sells, and gets paid without anybody pressing anything. 🏦

We tried paid boosts first. ₹1,000 on one reel got 50,000 views. ₹2,500 got 175,000+. But only a thousand or two actually clicked through, and the templates were not selling.

Because so many things have to line up for one sale — the hook, the season, and whether it is even the right moment for that person to send it. Nobody makes a girlfriend day page when it is not girlfriend day.

And then the best part. SEO. I knew roughly how it works. I had no idea how much power it holds. 😳

I went deep — blogs, keyword research, backlinks, structured data. And I aimed everything at girlfriend day and friendship day, which landed on a weekend. Best window I was ever going to get.