Priscilla Valles is one of the industry's most sought-after celebrity hairstylists, trusted by clients including the Kardashians, Hailey Bieber, and countless other high-profile names. After years of success with a collaborative product line, she set out to launch a brand that felt more personal and authentically reflected her own vision. During the course of the project, the brand underwent a significant transformation. As Priscilla navigated personal loss and a shift in the direction of her business, Perlino evolved into a brand inspired by resilience, authenticity, and her love of Western culture. Drawing inspiration from her favorite horse, the new identity embraced a refined balance of rustic character and modern luxury. My role was to translate this new visual direction into a premium ecommerce experience that introduced Perlino to the world while supporting the brand's long-term growth.

Our approach focused on bringing Perlino's newly established visual identity to life through a thoughtfully designed Shopify experience. Every aspect of the website was crafted to reinforce the brand's elevated positioning while creating a seamless customer journey that balanced storytelling with performance. Working closely with Priscilla throughout the project, we translated the brand's rustic-yet-refined aesthetic into a clean, editorial-inspired ecommerce experience. Careful attention was given to layout, typography, product presentation, and content hierarchy, allowing the craftsmanship behind the extensions and the founder's story to take center stage. Beyond creating a visually compelling website, the experience was strategically designed to convert Priscilla's highly engaged audience into customers while establishing a strong foundation for long-term growth. The launch resulted in a significant increase in conversion rate, average order value, and returning customers within the first 90 days.

Shopify Website Design

Ecommerce UX/UI

Shopify Development

Eric Reyna, Design & Development Isaac, Photography Rozzy, Videography

Conversion Rate: 0.98% to 3.79% (+287%) Average Order Value: +14% to $692 Returning Customer Rate: 49.5% (78% increase in 90 days)