mindsinmotion.works
Venture 01 · Fashion & logisticsRunning since 2024

Second
Bloom

A curated thrift store for women, online, in Egypt. We own it and we run all of it: sourcing, operations, the storefront, the marketing and the software underneath.

A woman lying on a sofa beside a dalmatian, seen from above, from a Second Bloom shoot
2 yrsRunning, with a new drop every week
3,000+Orders fulfilled
~9×Return on ad spend, new customersApril to August 2026
8Internal tools built in-house
The business

One of
one.

Every piece Second Bloom sells is bought, sorted, cleaned, repaired where it needs it, photographed, measured, graded and listed. Then it sells once, and the work starts again for the next one.

That's the hard part of secondhand. A normal store does its listing work once per product. We do it once per garment. Done by hand, that doesn't scale, so for two years we've been building the systems that make it run.

There's no agency behind any of it. The sourcing, the operations, the store, the ads, the shoots and the software are ours.

What we builtFollow one garment
01

Sourcing & intake

Stock is bought outright, never taken on consignment, so quality stays in our hands. Every piece is sorted and graded by a person into standard, minor flaw or final sale before anything else happens to it.

02

The listing pipeline

A garment gets photographed once. Our analyzer reads the photos, detects the brand and size, writes the description and creates the product in Shopify. A second tool captures measurements. Condition and price stay human decisions.

AnalyzerMeasurements
03

On-model imagery

Flat photos don't sell clothes. The team generates on-model shots from the garment photo in a consistent house look and pushes them straight to the store. Pieces that sit unsold get flagged for a fresh image.

Model Studio
04

The storefront

A custom Shopify build designed around how people shop thrift: a shop-first homepage, browsing by size, clear condition labels and a new drop every week. Live in English and Arabic.

05

Marketing

Paid social run as conversion campaigns, WhatsApp flows for order confirmations and abandoned carts, and shoots produced in-house. New-customer campaigns returned about nine times their spend between April and August 2026.

06

Fulfilment & returns

Most orders are cash on delivery, which makes delivery and returns the real business. We built a returns portal for customers and a scoped order lookup for the team, so support doesn't depend on one person with admin access.

Returns portalOrder lookup
07

The real numbers

In a cash-on-delivery market, the number on the ads dashboard isn't the money that arrives. Sahih connects the store, the ad account, the courier and the payment provider to show return after cancellations and failed deliveries. A separate tracker follows every expense.

SahihExpense tracker
08

One front door

All of it sits behind a single launcher on the team's phones, so nobody needs to remember which tool lives where.

The Hub
A woman with a Sony camera on a Berlin street
The film · Berlin

Second Bloom
× Sony MEA

The launch film followed three creative women in Berlin, connecting fashion, sustainability and creativity in one visual language. Shot and produced in-house.

Why it matters to a client

We paid
for every
lesson.

Nothing on this page was built to be shown. Each tool exists because something was costing us time or money and we needed it to stop.

So when we look at your business, we already know which parts decide whether it works: the handoffs, the returns, the numbers nobody reconciles. We've been on the paying side of all of them.

Venture 02

Next: Kindly.

The app a nursery runs on. Designed, built and brought to market in-house.

See Kindly