32 Hours of Manual Work Saved Every Week

Case study — BLACK MUD × SeoLinq

Back to all case studies

Client

BLACK MUD

Industry

Luxury Silk Accessories

Services

Email Manager

About the Client

Craft Born of Sun, Clay and Silk

BLACK MUD, based in Amsterdam, hand-makes silk scarves using the centuries-old Chinese xiangyunsha (香云纱) technique: an artisanal process combining pure plant dyes, mineral-rich river mud, and natural drying in sunlight and morning dew. Each piece — carrying poetic names like Field, Peony and Rose — is 100% silk and unique because of its dependence on natural conditions, fitting a brand built around heritage, craftsmanship and timeless value.

The Challenge

An Inbox Spiraling Out of Control

As a fast-growing brand in the luxury segment, BLACK MUD was struggling with an overwhelming volume of customer inquiries and emails about their artisanal collection. The team was spending more than 40 hours per week answering generic sales questions and managing their inbox, leading to delays in responses and a high workload — a real risk for a brand whose value depends on attentiveness and craftsmanship.

More than 40 hours a week spent on manual email handling.
Delayed response times and a consistently high workload on the team.

Our Approach

One AI, Two Automations

Structuring the Inbox Automatically

We implemented an AI-driven email manager that automatically categorises and prioritises incoming messages about the collection, so urgent questions — like those from customers considering a €125–225 scarf — never slip through the cracks.

Answering Routine Questions Automatically

That same AI independently answers common sales questions, freeing the team to focus back on the personal attention and storytelling an artisanal brand depends on.

The Results