Donia Hair
UK premium hair extensions brand · Shopify storefront build
A premium hair extensions brand needed a storefront that sold on provenance rather than price. We rebuilt the catalogue around shade — how customers actually choose — instead of SKU codes.
By the numbers
Where we started
Donia Hair sells premium hair extensions with ethically sourced raw material — a genuine differentiator in a category where most storefronts compete almost entirely on price. The default e-commerce presentation actively worked against that.
Two problems specifically. First, positioning: a discount-shop layout makes a £279 product look overpriced rather than premium, because nothing on the page explains why it costs what it costs. Second, navigation: extensions catalogues are conventionally organised by SKU, length and weight — but that is not how anyone buys them. Customers arrive knowing their shade and needing to find a match.
The approach
Rebuilt the catalogue around shade
The collection architecture was restructured so the primary route into the catalogue is colour — blonde and brunette as top-level collections — with accessories and a full Shop All alongside. It sounds obvious, and it is exactly what most extensions storefronts get wrong by leading with product type or SKU. Customers narrow to a shade in one click instead of filtering through specifications they do not care about yet.
Made provenance the product story
Content sections were built into the product and category templates specifically to carry sourcing and quality information, so the reason for the price is on the page at the point of decision rather than buried in an About page nobody reads. The storefront argues for the price rather than apologising for it.
Shade-accurate photography as a technical requirement
For this product, colour fidelity is not an aesthetic preference — a shade that photographs inaccurately produces a return. 78 product images were treated as part of the build rather than an afterthought, so what the customer sees is what arrives.
Built on Shopify, customised throughout
Delivered on Shopify so the client keeps an operable platform, with bespoke category and product templates rather than the stock layout. SEO structure, rich results and performance optimisation were set at launch, and the mobile checkout was tuned to remove the friction points that typically cost a sale on a phone.
What happened
- The storefront is live and trading at doniahair.co.uk as the brand's primary sales channel.
- 24 products live across a shade-led collection structure, spanning £5 accessories to £279 premium extensions under one consistent brand treatment.
- 78 shade-accurate product images across the catalogue — a direct lever on return rates in a category where colour mismatch is the most common reason for one.
- Provenance and product education built into the templates themselves, so every product page carries the premium argument rather than relying on a separate brand page.
- Delivered on Shopify so the client retains full operational control of the platform after handover.
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This is a build case study. The brand system, storefront, shade-led catalogue architecture and technical baseline were delivered by Seven Marketing, and the site is live and trading. The client has not released commercial performance data, so no revenue, traffic or conversion figures are claimed here. Catalogue figures verified live against the storefront in August 2026.