Lavana: A D2C Beauty Storefront Design Study
A concept design study exploring D2C beauty storefront design — brand system, PDP, checkout, and the trade-offs we made.…
Etherlabz · WordPress, WooCommerce & headless engineering
Your Website & App, engineered like real software.
Custom plugins, WooCommerce builds, and PayloadCMS or Next.js frontends when you outgrow WordPress alone. UI/UX and product design by the same studio, and the fixes productized at fixed prices. Our plugins are public, our prices are published, and the founders do the work.
Or send a brief. We reply within a working day.
Our WooCommerce plugins are maintained in the open on github.com/EtherLabZ, our auth-and-billing product is MIT-licensed, and our one Clutch review is a verified 5.0. Check everything before you pay anything.
Store slow or leaking sales? Free triage: top 3 fixes within 24h →
01 The studio
A founder-led engineering & design studio.
Mradul owns engineering: WordPress, WooCommerce, headless builds, plugins, security. Sanya owns design: brand, product UI, UX audits. A small team works behind them to ship faster, but a founder always owns your project. No full-service-agency menu: we sell only the stacks we are actually good at.
02 What we build
What we build.
Every service has a number next to it because "contact us for pricing" wastes your afternoon. Custom work becomes a fixed quote after scoping.
WooCommerce builds
from $3,000
For stores that outgrew the off-the-shelf checkout: custom product logic, ERP and payment integrations, B2B pricing.
Learn more about WooCommerce builds →UI/UX & product design
from €490
A full design practice, not a bolt-on: brand identity, product and storefront UI, UX audits. Drawn to be built by the team that writes the code.
Learn more about UI/UX & product design →Custom WordPress plugins
from $1,500
A plugin built for your exact workflow instead of five off-the-shelf ones fighting each other. We maintain our own in the open; read the code first.
Learn more about Custom WordPress plugins →Headless: PayloadCMS & Next.js
from $6,000
PayloadCMS or headless WordPress behind, Next.js in front. Editors keep a real CMS; users get an app-fast site. Migrations from $2,500.
Learn more about Headless: PayloadCMS & Next.js →Custom themes & site builds
from $2,500
Built from a real design, not a page-builder template. Fast by default and editable by your team.
Learn more about Custom themes & site builds →Security & hardening
$399 fixed
The audit-and-hardening pass that closes how WordPress sites actually get hacked. Malware cleanup from $499 when it already happened.
Learn more about Security & hardening →03 The flagship fix
Slow store? The $699 Store Rescue.
One WooCommerce store, one week, $699 fixed: Core Web Vitals diagnosed and fixed, checkout walked like a customer and repaired, plugin conflicts isolated and resolved. The fixes get implemented, not listed in a PDF. If the numbers are not measurably better afterward, you pay nothing.
Start free: send your store URL and we reply within 24 hours with the top 3 things costing you sales. No call, no drip campaign.
$ etherlabz rescue ./your-store
lcp ............ FAIL 6.8s on product pages
checkout ....... FAIL error on apply-coupon
plugins ........ WARN 2 conflicts, 11 unused
caching ........ WARN none at page level
images ......... FAIL 4MB hero, no lazy-load
fixed in 1 week, before/after numbers →
04 Keep it running
Care plans, from $99 a month.
Updates tested on staging before production, daily backups, monitoring that tells us before it tells you. Pay annually, get 2 months free.
Care
$99/mo
Staging-tested updates, daily backups, uptime and security monitoring.
See what's included →Care+
$199/mo
Care plus 2 dev hours a month, performance monitoring, priority response.
See what's included →Commerce Care
$399/mo
Care+ for WooCommerce: checkout monitoring, conflict testing, 4 dev hours.
See what's included →Selected work
Live · 12 projects
See it actually run.
Full catalogueThree of our own MVPs: the clips below are demos straight from the apps. Press play.
▶ demo
Quotable AI
Document-AI MVP
Spec + drawing PDFs in, a priced quote out.
▶ demo
OutReach
Email MVP
A real visual flow builder you self-host.
▶ demo
TimeOrbit
ERP MVP
Team time-tracking with a real approval loop.
Also in the catalogue: Rekey · LocalLeads · Lavana · Allegra · BlackVault · Eon Vita · IntentOS · FLOX-AI · NovaMind
05 The audits
Shipped an AI-built app? We still audit those.
The 48-hour security audit and the UI/UX audit run exactly as before: fixed price, written report, fee credited into any fix we do.
Vibe-coded app? Start here
Security & launch audit
€299
48 hours · fixed price · written report
Built with Lovable, Bolt, v0 or Cursor and getting real users? We audit the five things that leak data and lose money: auth, payments, secrets, error handling, monitoring. Fee credits into any fix.
Get the 48-hour audit → App works but loses peopleUI/UX audit
€490
1 week · fixed price · annotated report
A designer walks your real flows the way a stranger does: onboarding, checkout, empty states. You get an annotated, prioritized fix list engineering can act on.
Start the UX audit →06 What we've shipped
Our own products, built in the open
Not borrowed logos. Products and code we run ourselves: an auth-and-billing stack, a live SaaS, and open-source plugins. Poke around; it's all here.
Our product · Open source
Rekey
Self-hostable auth + billing behind one API: a user's login and their plan in one place. Docker Compose, MIT-licensed, public beta. The exact rails we build into every product.
See Rekey → Our SaaSLocalLeads by PostOrbit
Google Maps lead extraction with email enrichment and quality scoring. A live, paid product we built end to end.
Read more → Open sourceHeadless Bridge
WordPress as a headless CMS done right: featured-image URLs, normalized SEO, per-post stylesheet manifests. The plumbing every headless team rebuilds; we shipped it once.
View on GitHub → Open sourceIntercom Sync for WooCommerce
WooCommerce ⇄ Intercom: customer sync, event tracking, abandoned-cart recovery, and AI order-lookup REST endpoints. The auth and integration hygiene we bring to every build.
View on GitHub →What past clients said
One is a verified 5.0 review on Clutch; the other two are from past clients, kept verbatim. Most of our current work is private; these reviews come from our engineering work, and the design proof is the portfolio and the open code above.
“Communication was clear, consistent, and highly responsive, making collaboration smooth and efficient.”
“Working with EtherLabz has been transformative for our technical infrastructure. … What truly sets them apart is their ability to anticipate scaling challenges before they become problems. They've built robust APIs our front-end team loves, and security practices that give us complete confidence in our data handling.”
“Working with Etherlabz has been an incredibly smooth and professional experience from the start. Their communication has been clear, consistent, and thoughtful throughout every phase of the project. …”
Full statement
“… What really stood out to me is how collaborative and invested they are in the success of the project. They don’t just take instructions; they offer ideas, suggest improvements, and make sure everything stays aligned with the original vision.”
Worked with us? Leave a review on Trustpilot.
07 Who you'll work with
Two founders. No middle layer.
Etherlabz is founder-led: Sanya on design, Mradul on build, with a small team behind us to ship faster. We started the studio in 2025: new as a shop, but not new to the work. Mradul's built backends and configurators for over a decade, and Sanya's portfolio speaks for itself. You talk to the founder who owns your project, not an account manager relaying messages.
Mradul Tripathi
Co-founder · Engineering
Builds the products, the backends, and the plumbing. Micro-SaaS, mobile, WordPress, Next.js, NestJS for over a decade.
LinkedIn
Sanya Madre
Co-founder · Design
Owns UX and visual direction: brand, product UI, dashboards, mobile, landing pages. The portfolios on Dribbble and the brand on this site are her work.
LinkedInBlog
Field notes on design and engineering: brand, product, SaaS, ecom, and the work in between.
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The Lightweight Storefront: Building Small Ecommerce on Astro + Turso (or D1) Without the Backend Bloat
If you’re shipping a sub-2,000 SKU store, a Postgres cluster and a headless CMS is over-engineered. Astro plus an edge S…
08 FAQ
Questions founders ask at 1am.
What kind of studio is this?
A two-founder engineering and design studio specializing in WordPress, WooCommerce and headless builds (PayloadCMS, Next.js). Productized fixes at fixed prices (Store Rescue $699, security hardening $399), custom work from published from-prices, and care plans from $99/mo.
My WooCommerce store is slow. What will it cost to fix?
The Store Rescue is $699 fixed: Core Web Vitals diagnosis, checkout flow review, plugin-conflict resolution, with the fixes implemented in one week. If the numbers are not measurably better, you pay nothing. Send your URL first and the triage is free: we reply within 24 hours with the top 3 things costing you sales.
What does custom work cost?
Custom plugins from $1,500, theme and site builds from $2,500, WooCommerce builds from $3,000, headless and PayloadCMS builds from $6,000. Every engagement becomes a fixed quote after scoping; nothing is billed hourly except change requests inside an active project.
Can you look at my AI-built app too?
Yes. The €299 vibe-coded app audit covers auth, payments, secrets, error handling and monitoring in 48 hours, and the fee credits into any fix. It has its own page with the full terms.
How do I know you can actually engineer?
Read the code. Our WooCommerce and WordPress plugins are maintained in the open on github.com/EtherLabZ, Rekey (our auth and billing product) is MIT-licensed, and the work catalogue shows our own products running. Plus a verified 5.0 review on Clutch.
How do you handle access and secrets safely?
Your code and data stay private, in writing if you want it. Access is least-privilege (read-only or staging where possible), any secret we touch is rotated before handback, and every engagement ends with a written record of what changed.
Tell us what you're running.
A store that got slow, a plugin that needs building, a site that outgrew WordPress alone. Send the URL or book a call; we answer plainly, including "you don't need us".
Prefer to write rather than call? Send a project brief →