Visual Merchandising
Aiyah: Located in the Fairmount Neighborhood
Shop Aiyah
I had the exciting opportunity to work as a Creative Consultant, assisting a jewelry designer in launching their first retail location. This role allowed me to apply my diverse skills across multiple disciplines, from interior design to project management.
Key Responsibilities and Achievements:
Interior Design: Conceptualized and collaborated on the interior design of the retail space, creating a cohesive and visually appealing environment that reflected the brand's luxurious aesthetic.
Sourced and selected furnishings, fixtures, and decor to create an inviting shopping experience.
Product Research: Researched and identified new products and materials in line with market trends and the brand's vision.
Budget Management: Developed and managed budgets for various projects, ensuring all expenses were tracked and stayed within the allocated budget.
Email Marketing: Created and executed email marketing campaigns to promote the retail launch, drive sales, and engage with customers.
Monitored and analyzed campaign performance to optimize future strategies.
Project Management: Coordinated and oversaw aspects of the retail launch project, ensuring timelines were met and deliverables completed. Developed and maintained project plans, schedules, and progress reports.
Tesoro Design 2015-2021
As the Owner and Creative Director of Tesoro Design, I dedicated six and a half years to building a brand that empowers women by creating multi-functional products that make their lives easier. Each Tesoro bag is designed to be worn and styled uniquely by every person who shops with us, and each piece was made ethically and sustainably in Philadelphia.
I opened two retail locations during my 6.5 years in business, one in West Chester, PA and the other in Philadelphia. I designed and built out both shops myself, including painting, fixture design and building, styling products, purchasing products and almost everything else you can imagine a store owner would do!
Key Achievements and Responsibilities:
Profitable, Ethical Manufacturing: Built a profitable and ethical manufacturing company from the ground up, ensuring all processes were aligned with our values.
Product Design and Workflow: Designed products and established efficient manufacturing workflows to streamline production.
Sustainable Sourcing: Sourced sustainable leather, fabric, and hardware to ensure eco-friendly and high-quality products.
Creative Services: Provided graphic and web design, photography production, creative direction, and copywriting to support brand marketing and product promotion.
Team Management: Hired and managed full-time staff and independent contractors, fostering a collaborative and productive work environment.
Editorial Calendar Planning: Planned and executed an editorial calendar to maintain consistent and engaging content across all platforms.
Grassroots Marketing: Implemented grassroots marketing strategies, building a loyal and engaged social media following of over 8,000 followers.
Photography Set Design and Prop Styling
I started doing set design and prop styling for my own business, Tesoro Design. I quickly fell in love and began working as a fashion and prop stylist, photographer and set designer for local brands like Stone Cooper, By.Ren, Alice Alexander, Llani, Wearwell and Workshop. Below are some of my favorites, all shot for Tesoro Design.
