Fire + Ash: Luxury Hair Extensions WooCommerce Store

Fire + Ash is a luxury hair extensions brand selling 100% Remy human hair extensions, professional hair care and skin care. It serves two audiences: everyday shoppers and licensed salon stylists who buy at wholesale.

I designed and developed their complete WooCommerce + WordPress store. The goal was an e-commerce experience that feels as premium as the product, with real B2B logic behind it.

Live site: fireashhair.com

Two customer types, one store. Retail customers and approved stylists need different prices and access, without running two separate websites.

Complex products. Extensions such as Genius Wefts, Thread Nanos and Tape-Ins come in many shades, lengths and textures, and customers must find the right match easily.

Luxury positioning. Every page, from the homepage to checkout, has to feel high-end and build trust.

Mobile buyers. Most beauty shoppers browse on their phones, so the whole purchase path had to work smoothly on mobile.

A cinematic dark hero.

A trust bar (100% Remy Human Hair, Machine-Tied, No Return Hair, Custom Length & Colours).

Shop-by-category circles.

Texture showcases (Straight, Curly, Balayage) and a "Two Signature Methods" slider.

All of it is styled in a gold-and-ink palette with Fraunces headings and Hanken Grotesk body text.

The shop has category, price and colour filters. Colour swatches appear on every extension card, so shoppers see every shade at a glance before opening a product.

Product pages include:

a clean product gallery;

"For stylists only" price gating;

trust badges (secure checkout, premium quality, fast shipping);

a full shade and level guide;

description, additional information and review tabs;

related products to raise order value.

A custom registration flow lets salon professionals apply as Approved Stylists. They enter their business name and cosmetology or resale licence number, and upload a copy of the licence. Once an account is approved, wholesale rates unlock automatically across the whole store. Professional-only products stay gated from retail customers.

A 3-step cart → checkout → order-complete flow.

Cart upsells ("You May Be Interested In…").

A clear order summary.

Secure card payments through Authorize.Net.

Live shipping rates through the Shippo integration.

Every template was tuned for phones:

two-column product grids;

off-canvas filters;

a sticky header with search, wishlist and cart;

thumb-friendly buttons;

a cart, checkout and stylist sign-up that are easy to complete on any screen.

The site uses a token-based brand system built on Elementor globals:

Colours: Ink #14110C, Gold #C7A24F, Ember #B5562A and soft surface tones.

Fonts: global typography settings.

Templates: consistent WooCommerce templates for the shop, product, cart, checkout and account pages.

Custom WooCommerce store design and development

B2B and wholesale pricing engine with stylist approval and licence upload

Stylist-only product and price gating

Colour swatches plus price and colour filters

Variable products (sizes, shades, lengths)

Wishlist, product search and quick add-to-cart

Authorize.Net payments and Shippo shipping integration

Care Guide and Education pages, plus a Google reviews widget

Fully responsive, mobile-first design

Fire + Ash now has a live, premium e-commerce store that serves retail shoppers and professional stylists from one site. It has luxury branding, smart product discovery, automated wholesale pricing and a smooth checkout on desktop and mobile.