Amma Seema is my mother's food business: Punjabi curry and biryani & korma pastes, made in New York. I've been building the online side of it, from the Squarespace website and e-commerce store to email campaigns, marketplace listings, social media, and advertising. The work also includes advertising on local public radio stations, connecting a local audience with a business they can find and buy from online.

The goal is to make all of these pieces work together. Someone might discover a dish on Pinterest, hear about Amma Seema on the radio, or see a post on Instagram. They need a useful place to land, a clear way to buy, and a reason to come back.

The website and shop

I built the Amma Seema website on Squarespace, bringing the brand's colorful photography and personality into a working storefront. It brings together the family story, the product catalog, recipes, newsletter signup, and a Faire wholesale connection. The shop covers mild and spicy Punjabi curry pastes, biryani & korma pastes, and gift boxes.

Amma Seema's Squarespace landing page, with the orange logo and Big Flavor, Zero Fuss headline over a jar surrounded by ginger and chilies
The Squarespace landing page: big flavor, zero fuss.

Product pages do more than show a jar and a price. They explain how to cook with the paste, list ingredients and storage information, and connect shoppers to recipes. The Punjabi Mild page brings that information together with product photography, quantity controls, and one-time purchase or subscription options.

The Punjabi Curry Paste Mild product page, showing the jar gallery, purchase and subscription options, and cooking and ingredient information
Punjabi Mild: the product, how to use it, and a way to order.

Recipes as part of the marketing

A jar of curry paste is easier to understand when you can see dinner at the other end. The recipe section gives people something useful to cook and gives our campaigns somewhere useful to send them. The cardamom chicken biryani recipe, for example, pairs the finished dish with instructions, a print option, and links to the mild and spicy biryani & korma pastes.

The Cardamom Flavored Biryani Y'all recipe page, with Shop Mild, Shop Spicy and Print recipe buttons above a photograph of chicken biryani
The biryani recipe connects a meal people want to make with the paste they need.

Shops, social media, and advertising

The wider marketing work spans direct sales, wholesale, product discovery, email, social media, and advertising. Each channel has a different job: Faire reaches retailers, Google Shopping helps people find products, Pinterest connects food photography and recipes to the shop, and Instagram and Facebook give us places to tell the story and share what to cook. Local public radio advertising adds another route for people nearby to discover the business.

Amma Seema's shops and social channels are live across these platforms:

These shops give customers more ways to find and buy Amma Seema, while email, social posts, and advertising bring the products and recipes to new audiences.

The Kitchen Post: our own marketing website

Alongside the customer-facing store, we built The Kitchen Post, a private marketing website for Amma Seema. It uses the same visual identity and gives us one workspace for email campaign drafts, audience groups, purchase history, and sales-channel links. A coding agent can prepare a structured draft from a brief; we can then edit it, preview it, and review the recipients before sending. Squarespace remains the source of customer subscription status and order information.

The Kitchen Post landing page, showing Amma Seema branding, campaign and audience navigation, and the Your next kitchen story starts here hero
The Kitchen Post's landing-page header and hero. The workspace currently runs privately; customer and campaign data are outside this screenshot.

Why build our own? Squarespace charges separately for Email Campaigns, on top of the website subscription. More importantly for us, the workflow we want goes beyond its email tools: one campaign brief that connects email, advertising, social posts, product links, and follow-up. Building our own workspace lets us shape that workflow around her business and extend it as we need to. Email delivery and other external services can still carry costs.

The next stage is planned: coordinated email, Facebook, and Instagram drafts; a shared campaign calendar; advertising plans; social mentions and reply drafts; and concise reporting on what worked. Those features are a roadmap, rather than automation already running. The email workspace is built, while live delivery still needs its provider setup and verification.

Ultimately, The Kitchen Post will be our hub for her business: a place to plan the next promotion, prepare the material, review it together, and see what happened across channels. The Squarespace store gives customers a place to shop; the hub gives us a place to run and grow the business behind it.