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Case study · Beauty & wellness
One catalogue, two price worlds
Onyx Lashes supplies lash and brow professionals in Switzerland and Liechtenstein and sells to private customers as well. We rebuilt the established shop on WordPress and WooCommerce: one catalogue in German, French and Italian, with net prices for verified businesses and gross prices for everyone else.
- Client
- Onyx Lashes
- Industry
- Beauty & wellness
- Services
- Design · Development · SEO & GEO · Support
- Duration
- 15 weeks to launch, then support
The brief
A supplier for professionals, open to private customers
Onyx Lashes is a Swiss beauty brand based in St. Gallen, focused on products and training for lash extensions. The shop carries three brands — BL Lashes, its own Onyx Lashes line and L’Avely — across lash extensions, lash and brow lifting, tools, accessories, skin care and marketing material.
The rebuild had to turn the established shop into one catalogue for two audiences: verified businesses buy at net prices, private customers at gross prices — in three languages, with the order history, customer accounts and old product addresses carried over.
- Deliverables
- Shop · B2B pricing · Trade verification
- Platform
- WordPress · Blocksy · WooCommerce · Polylang Pro
- Languages
- German · French · Italian (CH)
- Content
- 144 products per language · 37 categories · 3 brands
- Engagement
- Build, launch and ongoing support
- Markets
- Switzerland · Liechtenstein
The challenge
Two price worlds, one shop
Businesses and private customers buy the same lashes, but not at the same price. Trade prices stay hidden until a business is verified, and the price mode reaches filters, sale category, page cache and orders.
The lash range adds depth: length, curl and thickness create up to 98 variations on a single product, and every page had to stay cacheable.
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Verified, not self-declared
Every product and variation carries a net price for businesses. It unlocks only after a check against the Swiss federal UID register.
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Three languages, two countries
German, French and Italian for products, categories, attributes, forms and menus — with delivery to Switzerland and Liechtenstein and pickup in St. Gallen or Gamprin.
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An established shop, carried over
Order history and customer accounts going back to 2016 moved to the new shop, and 195 old addresses redirect to the matching new pages.
Behind the build
One team, 15 weeks from first commit to launch
A shop with two price worlds touches every discipline. One in-house team carried it from the first commit in April to the go-live switch in July — planning, design, B2B code, content in three languages, SEO, security and support — with one project lead as the client’s contact.
What we built
Five systems, one shop for two audiences
Price switch
Business or private, one click apart
A toggle in the header switches the whole shop between gross consumer prices and net trade prices. The page cache respects the choice, and the price filter, the sale category and the order labels follow the active mode.
- “Gewerbe / Privat” toggle in the header
- Net and sale prices for every variation
- Orders labelled B2B or B2C in the admin
Product configurator
Lashes chosen by length, curl and thickness
The lash range lives in variations — up to 98 on a single product. Customers pick length, curl and thickness as buttons, every variation has its own trade price, and search engines receive the whole set as a product group with variants.
- Length, curl and thickness as buttons
- Trade price on every variation
- ProductGroup schema with all variants
Shop landing
A shop page built from blocks
Instead of a bare product list, the shop opens with category tiles and their icons, followed by bestsellers, a call to action, a sale section and shop questions — all assembled from the shop’s own Gutenberg blocks.
- Category tiles with SVG icons
- Bestseller and sale sections
- Shop FAQ with FAQ markup
Solutions
A page for every kind of buyer
Five solution pages speak to lash stylists, salons and studios, private customers, buyers looking for a Swiss supplier and customers in Liechtenstein. They are built from four dedicated solution blocks and published in all three languages.
- Five audiences, one page each
- Zigzag, text-image and callout blocks
- Linked from the home page
Three languages
German, French and Italian, properly linked
Products, categories, attributes, forms and menus run in de-CH, fr-CH and it-CH. A custom hreflang module links the language versions, including paged archives, and a small guard keeps the currency position right in the translated shop.
- Language switcher in the header
- hreflang with x-default on every archive page
- Contact and newsletter forms in each language
Inside the project
Every step of the work, out in the open
Most agencies show you the finished site. We show you how it got there. Open any discipline to see what the team did and what it handed over.
01 / Project management
One point of contact, the whole way through
Every task got its own branch and pull request — 98 merged across the theme and the block plugin. A merge to main builds the code with GitHub Actions and deploys it by FTP; the go-live itself was a switch of that deploy target.
-
98
merged pull requests in two repositories
-
15
weeks from first commit to go-live
What we did
- Branch-per-task workflow with pull requests
- Build and FTP deploy on every merge to main
- Go-live by switching the deploy target
- Workflow notes in the block repository
Handed over Approved scope and requirements → Design
02 / UI/UX design
Structure first, pixels second
The brand’s gold-and-black look became a shared system: the accent gold and dark tones from the theme settings mirrored into the block palette, seven custom widgets such as the language switcher and the shop banner, SVG icons for the product categories and a branded PDF template for invoices and packing slips.
-
7
custom widgets, from language switcher to shop banner
What we did
- Gold and black palette shared by theme and blocks
- Language switcher and shop banner widgets
- SVG icons per product category
- “Onyx” PDF template for invoices and packing slips
Artifacts
-
Brands block on the home page -
Bestseller product grid
Handed over Figma designs and a block system → Development
03 / Development
Built to be fast, stable and easy to extend
A Blocksy child theme with three post types and 16 WooCommerce modules, a plugin with 24 blocks, and our own B2B plugin: price modes, a trade role, a checkout gate and UID verification. Payments run through Payrexx, documents through a custom PDF template.
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24
custom Gutenberg blocks in five categories
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16
WooCommerce modules in the theme
-
4
own plugins, including the B2B Switcher
What we did
- B2B Switcher: price mode, trade role, checkout gate
- UID check against the federal register
- Free-shipping progress bar per shipping method
- Automatic “Angebote” sale category in three languages
- Category accordion for the filter sidebar
Artifacts
-
Category accordion and curl filter
Handed over Tested build on staging → Content & SEO
04 / Content
Every offer in one clear structure
The catalogue runs in three languages: 144 products and 37 categories per language, eight product attributes and three brands. Around it sit five solution pages, two brand profiles, lash-care articles and the legal pages, each in German, French and Italian.
-
144
products per language
-
37
product categories per language
-
39
pages, 13 per language
What we did
- Products with length, curl and thickness attributes
- Solution pages for five audiences
- Brand profiles and lash-care articles
- Contact and newsletter forms in every language
Artifacts
-
Solution page “Salon & Studio”
Handed over Structured content in the CMS → SEO & GEO
05 / SEO & GEO
Found on Google — and in AI answers
Search engines see one shop in three languages, not three loose copies: a custom hreflang module, store schema with shipping and returns, product groups with variants, FAQ markup and 195 permanent redirects from the old shop addresses.
-
195
301 redirects from old shop URLs
-
25
schema types on the home page
-
9
XML sitemaps
What we did
- Redirects to products, categories, brands and pages
- hreflang groups with x-default, also on paged archives
- Organization, OnlineStore and Store schema
- ProductGroup schema with shipping details
- 33 knowsAbout topics in four languages
Artifacts
-
Shop FAQ with FAQPage markup
Handed over Indexed, crawlable site → Launch
06 / Cybersecurity
Safe before anyone else looks
Trade prices are treated as access rights. Only a passed UID check grants the trade role, a failed one removes it, and the checkout enforces it — for guests too. SVG icons can be uploaded by administrators only and are cleaned of scripts.
What we did
- Trade role granted and revoked by the UID check
- Checkout gate for B2B purchases
- SVG uploads limited to administrators and sanitised
- Backups with Duplicator Pro
Handed over Security checks for launch → Support
07 / Technical support
Launch day is where our job continues
The work continued after the go-live: a stock manager for the warehouse, a rebuilt product schema, invoice and packing-slip templates, and fixes for B2B order labels and the currency display — 13 theme commits after launch so far.
-
13
theme commits after the go-live switch
What we did
- Stock manager with inline edits and CSV export
- Product schema rebuilt as a product group
- Invoice and packing-slip templates
- Fixes for currency position and order labels
Handed over Ongoing — we stay with the client
The project in numbers
What sits behind one catalogue
Every figure is counted from the live shop, its code and its database.
-
3
languages: de-CH, fr-CH, it-CH
-
144
products per language
-
37
product categories per language
-
24
custom Gutenberg blocks
-
4
own plugins, including the B2B Switcher
-
195
301 redirects from the old shop
-
25
schema types on the home page
-
98
merged pull requests
Below the surface
What happens before the price appears
Visitors see a toggle and a price. Behind them sit the checks, rules and redirects that keep two price worlds apart and the old shop’s addresses alive.
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SEO
Redirects from the old shop
195 permanent redirects lead old product, category and brand addresses to the matching pages of the new shop.
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SEO & GEO
A store that describes itself
Organization and store schema with shipping options, a 14-day return policy and 33 knowsAbout topics in four languages.
-
SEO
hreflang on every page
Our own hreflang groups with x-default replace the translation plugin’s output, so paged archives stay linked in all three languages too.
-
Development
UID check at the source
Business numbers are verified live against the UID register of the Swiss Federal Statistical Office, through its official web service.
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Development
A cache that knows the price mode
The page cache varies on the B2B view cookie, and variation data for up to 120 options is embedded so product pages stay cacheable.
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Support
Stock on one screen
A stock manager shows product and variation stock together, with inline edits and a CSV export for suppliers.
-
Management
One branch per task
98 merged pull requests, and every merge to main builds and deploys theme and blocks through GitHub Actions.
-
Cybersecurity
Safe SVG uploads
Category icons are SVG files, so uploads are limited to administrators and pass a filter that strips scripts and event handlers.
What you can expect
A platform that keeps earning its place
We build for the things that last — a platform that is clearer to navigate, more credible to every visitor and genuinely easier for your team to run and grow.
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Easier to choose
Clear categories, filters and prices let visitors find the right offer themselves instead of writing to ask where to begin.
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Credible to every visitor
A site that looks and reads like the quality behind it — for first-time visitors and long-standing customers alike.
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Effortless to keep current
Your team updates products, content and news itself — no developer ticket, no waiting in a queue.
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Built to grow
New products, categories and languages slot in as the business expands — without a rebuild.
Built on a clear goal
We agree the goals that matter up front and build toward them together — then stay on as a partner after launch to keep the platform sharp as the business grows.
In their words
What the client says
A project is only finished when the people who use it every day would choose it again.
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Salons and private customers now shop in the same place, each at their own price and in their own language. Trade accounts are checked automatically, and we manage our stock on one screen.
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