Chiquel
Rebuilding A Premium Wig Storefront On Shopify Plus
Shopify Plus redesign · Custom merchandising · Conversion optimization
The Brief
Chiquel is a Toronto-based leader in premium wigs, toppers, hairpieces and hair extensions, carrying 20+ global brands including Jon Renau, Raquel Welch and Belle Tress. Their customers range from first-time wig wearers navigating medical hair loss to seasoned collectors curating multiple looks for different occasions — and every one of them needs confidence in their purchase before checkout.
Bryka partnered with Chiquel to rebuild the storefront on Shopify Plus as a modern, trust-forward experience. The brief: replace a dated catalog with merchandising, education and service layers that help shoppers self-serve through a notoriously consultative purchase — while scaling cleanly for heavy promotional traffic and a growing clearance outlet.
Technology stack
- Shopify Plus
- Custom theme development
- Collection merchandising
- Sezzle Buy Now Pay Later
- Price match guarantee flow
- Virtual consultation booking
- Educational content architecture
A Storefront Built For Guided Discovery
Wig shopping is rarely a single-click purchase. Chiquel's customers filter by hair type, color family, cap construction, length and silhouette before ever opening a product page. We rebuilt the catalog around how they actually shop — 15+ curated collection paths like Human Hair, Bob, Pixie, Layered, Gray, Blonde, and Rooted — so first-time visitors can land directly on the edit that matches them instead of scrolling a generic grid.
Confidence At Checkout: Free Shipping, Sezzle, And A Price Match Guarantee
Premium wigs and toppers sit in the $125–$600+ range — a significant purchase for most shoppers. We layered the cart and product pages with the trust signals Chiquel's customers told us they were looking for: free domestic shipping over $49, a price match guarantee surfaced on every product page, and Buy Now / Pay Later via Sezzle integrated directly into the checkout flow. A free gift card is included with every order, reinforcing value at the moment of decision.
Education And Virtual Consultations That Replace The In-Store Experience
A meaningful share of Chiquel's customers are buying their first wig, often while navigating medical hair loss. We built an education layer — Wig Shopping 101, construction guides, care and washing content — into the main navigation so the storefront reads as a resource, not just a catalog. Customers can also book a virtual consultation with a stylist directly from any page, turning a hesitant browser into a confident buyer without leaving the site.
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