Dark Souls III: Firelink Services
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The Fire Keeper converts souls into levels. Before choosing a level, check the requirements of the weapon, spell, or armor that prompted the idea. If no item needs the point, Vigor and Endurance are often more immediately useful than a damage point that changes nothing in the current loadout.
Andre reinforces, repairs, and infuses equipment. The Shrine Handmaid sells supplies and expands her stock when you give her ashes found in the world. Give ashes through her dialogue, then reopen the purchase menu; finding the item alone does not change the shop. The bonfire itself is where you travel and manage Estus allocation.
Build a habit: return after a new area, spend enough souls that a death will not ruin the next attempt, repair the active weapon, and check whether an ash or coal needs handing in. This is especially useful before a boss with a long approach. Andre, Coals and Infusions explains the difference between those two hand-ins.