Result
A storefront that matches the work
The jewellery is no longer asked to live inside a conventional shop template. Photography, type and pacing give one-of-a-kind pieces the space they need.
Case study
Tangled Wire Creations
A handcrafted eCommerce experience for a truly one-of-a-kind jewellery brand.
About the project
Wearable art, woven by hand — now with a storefront to match
Tangled Wire Creations is the home of Hilary’s handcrafted copper wire jewellery. Every piece is designed, woven and finished by hand. Cahillbrand’s relationship with the business goes back several years: we originally created the brand identity, logo and first website. As the work evolved, the site needed to evolve with it — keeping the identity at the heart of the original brand, while bringing jewellery, workshops and story together in a modern, bespoke eCommerce experience.
Client
Hilary, Tangled Wire Creations
Focus
Handmade jewellery eCommerce
Built with
Next.js + WordPress + WooCommerce
Scope
Headless rebuild and workshop bookings
The challenge
A shop that still worked — but didn’t feel as one-of-a-kind as the products
The original WordPress and WooCommerce site had served the business well, but the business had outgrown the experience around it. Hilary’s jewellery is intricate, distinctive and often dramatic, yet the site increasingly felt like a conventional shop rather than somewhere designed around unique, handmade pieces. Workshops lived separately on Bookwhen, and gift certificates needed a more cohesive journey. One constraint mattered as much as the design: the solution could not make running the business harder. Hilary was already comfortable with WordPress and WooCommerce, and replacing that workflow was not the brief.
Our approach
Keep the shop Hilary already knew. Rebuild everything customers see.
Rather than replacing the platform, we changed the role it played. WordPress became a headless backend, with WooCommerce still handling products, customers and orders, while a custom Next.js frontend became the customer-facing experience. That meant we could rethink the design from the ground up without asking Hilary to learn a new way of managing the business. We also built a custom WordPress course plugin around how she actually runs workshops — creating sessions in admin, with WooCommerce products generated behind the scenes — so jewellery, workshops and gift certificates could live in one store.
A new visual experience
The identity stayed. The shopfront did not.
The original logo and purple palette were retained and developed into a richer visual language: deep purples, warm neutrals, elegant type and large-scale photography. The interface stays restrained so the jewellery — the wirework, stones, colour and texture — can take the focus. The homepage is structured around the story of the business, not a catalogue: the proposition, latest pieces, the maker, the process, and the workshops where customers can learn the craft.
The results
Same maker. Same craftsmanship. Same identity. A completely new experience.
This was not a skin on the old shop. The jewellery now has a digital environment that reflects its craftsmanship, Hilary’s story sits inside the experience, and workshops no longer live on a separate platform. The extra capability arrived without making the business harder to run: the technology changed around Hilary, rather than asking Hilary to change around the technology.
Result
Workshops brought home
Bookwhen is gone. Hilary creates one-off or recurring sessions in WordPress; bookings and payments use the same WooCommerce infrastructure as the rest of the shop.
Result
One connected store, familiar admin
Physical jewellery, workshops and gift certificates share one customer journey, while Hilary still manages products and orders in WooCommerce.