My career started in the fast-paced and ever-changing fashion industry. I had the unique and exciting opportunity to work with many startup fashion brands, developing the concept through production.
The Objective - Launch a new menswear collection based in Chicago, featuring high-end European fabrics, manufactured in Europe.
The Execution - I partnered directly with the president of BOGA Menswear to design, merchandise, source, manufacture, and go to market with the collection.
I developed the tech packs and worked with our technical designer to finalize all the patterns and fit standards. I traveled monthly to Morocco, Spain, Romania, Germany and Italy to work directly with CMT factories and fabric mills to develop product and manage production.
I determined the product pricing, merchandising plan, and “go to market” strategy for sales and distribution. I attended market trade shows to represent the brand and acquire new wholesale accounts.
The Outcome - The inaugural BOGA Menswear collection debuted with luxury dress shirts and denim. During the second season, I launched the additional product categories of tailored blazers, vests, shoes, sweaters, leather belts, and socks.
I created a wholesale sales model, where I developed the seasonal wholesale budget goals and led a team of five regional sales reps. We closed the first five day sales event with UrbanDaddy.com with $75,000 in revenue. The first trade show season booked $275,000 in revenue with only two sales reps.
The Objective - This startup yoga/athleisure brand engaged with The Apparel Agency to take over the product development, sourcing, technical design, and production of its second seasonal collection, after having issues with their first agency they hired.
The Execution - I was involved with the sales process to land Epedimia as a client. I explained how we would be able to properly create the garment fit and finish they desired, through proper tech packs at the outset and regular fittings to ensure the final garment specs met the client expectations.
I was able to add on additional services, which included full production of the new collection, sourcing fabrics, designing and manufacturing all new marketing collateral, and taking over their inventory management and order fulfillment.
The Outcome - Epedimia was able to go into production on time utilizing fabrics that were sourced with merchandising continuity, increasing margin and minimizing fabric inventory.
We improved the brand marketing collateral, including newly designed hang tags, heat transfer logos for care/content labels, and marketing materials.
Additionally we were able to help the brand build a stronger merchandising plan which played off efficiencies in fabric purchasing and more effective sourcing practices.
The Objective - Joriki, a yoga/athleisure brand hired The Apparel Agency to take over the product development of its existing collection. After completion of the first phase of the contract, additional services were added in order to allow our team to fully manage all aspects of its sourcing, fabric printing, product development, production, merchandising, and order fulfillment.
The Execution - My role with Joriki Yoga was a mix of sales, sourcing, product development, and management of the fabric printing and garment production. Additionally, I worked with the agency owner and Joriki owner to develop merchandising plans and product pricing strategies.
Lastly, I was in charge of setting up the inventory management and online order fulfillment for the company.
The Outcome - After engaging with The Apparel Agency, we were able to move an inefficient and overpriced garment production, into an efficiently planned and organized production runs. We sourced fabrics, managed the dye sublimation printing processes, and oversaw the timelines to keep the entire production running on schedule and within budget.
Ultimately, Joriki Yoga was able to launch new collections on time, while making a higher gross margin, through our cost savings found in fabric sourcing, efficient logistics, and properly managed production.
The Objective - We created a private-label yoga/athleisure collection to take advantage of a trending market, while creating a new merchandising strategy that would disrupt the “blanks” apparel industry.
The Execution - I was a key contributor with the owner of The Apparel Agency to create the concept for the brand, merchandising, and sales plan.
I was an integral decision maker in all aspects of building this new “blanks” athleisure brand, from designing garment styles, sourcing/developing fabrics, managing the production, and creating the marketing story.
The Outcome - After 6 months of development, we launched the first collection of Enanemus, initially selling the collection to new or perspective agency clients as a lower-cost alternative to starting a new brand from the ground up, using our pre-developed garments.
The next phase in the growth of the brand was to develop a wholesale sales network, which I was in charge of building and training. I hired five regional sales reps, trained the team, and managed the sales samples required to sell the new collection.
Marketing and gaining brand exposure was a key aspect to growing the new brand. I worked with my professional network throughout different industries and directly reached out to social media influencers to grow a roster of brand ambassadors to drive exposure to Enanemus.
Taking my creative vision and product development expertise to the hospitality industry felt like a natural progression. I enjoyed the new challenge of working directly with hotel brand designers and buyers, helping to provide smart design solutions and collaborate on shared visions.
The Objective - Utilizing the Hookless brand recognition in the hospitality industry, I developed new and unique designs to increase market share and drive increased profitability.
The Execution - I was in charge of all hospitality softlines product development for this collection, including new designs for seasonal launches. Additionally, I worked directly with the National Sales Director to travel and meet with major hospitality brand design teams to develop custom shower curtains and soft goods to be specified in future design roll-outs.
I was tasked with managing the P&L and increasing the Gross Margin on all product categories while maintaining or increasing product quality.
I traveled extensively throughout China to visit trade shows, source new materials, and spent time at factories to develop new products and inspect production.
The Outcome - I developed numerous new shower curtain designs for three seasonal launches, many custom shower curtains for major hotel chains specifications, such as Hyatt, Hilton, Home 2, La Quinta, Disney Resorts, and boutique hotels.
Using our proprietary Hookless shower curtain system, I acquired new markets to sell, increasing revenue, without making any major shifts in production. We started selling our curtains into major RV manufacturers and pontoon boat manufacturers.
We had a successful launch of the hooked product line in Q2 2013. T placement was worth $3 Million with American Hotel Register and HD Supply distribution partners.
I developed and launched the Hookless window panel program exclusively to HD Supply in Q1 2013, realizing $750,000 in incremental business.
The Objective - Home 2, a Hilton hotel brand, engaged with Focus Products Group to create a unique, simple-to-use, and easy-to-clean closet cover and room divider concepts for their new hotel brand.
The Execution - Using the proprietary Hookless system, I developed closet covers utilizing specially treated fabrics that were stain resistant, wrinkle resistant, opaque, and easy to remove for cleaning.
The Outcome - Hilton Home 2 specified our Hookless Closet curtain in all Home 2 locations. Home 2 had 100 locations during the launch of this project.
The Objective - I discovered the need for a simple-yet-effective cart cover through discussions with multiple distributors and hotel chain owners.
The Execution - I developed a cart cover that addressed the required attributes to make this product useful to end users. This cover needed to fit the most used carts in the industry, be mold/mildew resistant, easy to open and remain open when in use, and not impede the carts movement. I sourced the fabric and developed the size specs, attachment system and accessibility features.
The Outcome - The nation’s two largest hospitality distributors Guest Supply and HD Supply purchased inventory worth $500,000 during the initial launch of this product.
Working in the CPG field allowed me to expand my creative energy through art directing and package design. Collaborating with a range of clients, I drew on my skill set and expertise to develop many different types of products.
The Objective - Design a Starbucks licensed gift to be sold to US mass retail and club channels.
The Execution - Using the Starbucks license, I developed the gift layout and worked on the costing in order to meet the internal margin requirements, while maintaining a price that was acceptable for retail clients.
I designed the ceramic mugs, created the gift layout and packaging design, and art directed the graphics for the sub packaging designs.
The Outcome - I traveled with our sales team and sold this Starbucks gift to Target and Walmart seasonal retail assortments, worth $300,000 in revenue.
The Objective - Design a seasonal gift for Father’s Day retail sets. The goal was for the product to have a strong price vs. perceived value proposition.
The Execution - I designed the gift theme and layout with the Father’s Day retail set in mind. Balancing the costs of all products and packaging against the value proposition, I came up with a mix of reusable goods, branded barbecue sauces, and snacks.
I was also in charge of working with the packaging team to develop a plastic injection molded insert and the art direction for the packaging design.
The Outcome - We sold this gift to Walmart and Kmart for the Father’s Day retail sets, worth $250,000 in revenue.
The Objective - Starup brand New Declination engaged with The Apparel Agency to design and manufacture its idea for a tote bag that converts into a fanny pack.
The Execution - The sales team and I engaged in a development plan to execute the client vision. I managed the design and technical development of this product. I sourced the nylon ripstop material and plastic hardware for the production.
I was tasked with placing and managing the production for the initial product launch for New Declination.
The Outcome - After six months of development and production, successfully meeting our timeline, New Declination launched its brand with the first production of the Tote Fanny Pack.
The Objective - After Ring Hero’s successful Kickstarter event, the company engaged with The Apparel Agency to refine the technical aspects of its concept, source the material, and manufacture their product.
The Execution - I was in charge of sourcing the fabric and zipper trim for the Ring Hero. I also helped concept and work through functional design challenges prior to finalizing the construction of the item.
I managed and placed the production for 3,000 items for the launch of the new brand.
The Outcome - Ring Hero was able to launch its new brand and fulfill its Kickstarter campaign orders after the first batch of production was completed. The team was pleased with the results and placed a follow up re-order for production, launching two new color options.
The Objective - Design and manufacture a holiday gift for Maya Romanoff, utilizing its “Cozy” wool fabric wall covering to market the product, while being a useful and appealing gift.
The Execution - I researched different ideas that could accomplish several goals, including incorporating the use of the Cozy material, presenting an interesting and useful gift, and meeting budgetary goals.
I designed and created the specs for the Cozy Jewelry Gift Tray and partnered with a factory in China to cost and manufacture the product.
The Outcome - The Cozy gift trays were manufactured and delivered to Maya Romanoff on time in order to ship to the holiday guest list.
I am inspired and motivated by building brands and marketing through unique brand identities. There is so much that a brand can convey to its consumers through the brand identity and packaging. I have created brand identity packages and packaging for an array of product categories.
The Objective - Design and develop branding and labeling collateral for startup brand BOGA Menswear.
The Execution - I designed the entire collection of branded labels for garments, hangtags, packaging, and marketing collateral. I was in charge of sourcing manufacturers who could create all of the assets that were needed to launch the brand.
The Outcome - The woven main labels were designed and manufactured in time to send to all garment and accessory manufacturers to be attached to all garment production.
The Objective - Utilize Maya Romanoff’s award-winning wool “Cozy” wall covering to create a zippered pouch to be used as marketing collateral.
The Execution - I created the technical spec and construction for this zippered pouch. Using my vendor relationships, we were able to manufacture this zippered pouch under budget.
I also developed the new branded woven label for the use on this zippered pouch and other Maya Romanoff marketing collateral.
The Outcome - The zippered pouch is one of the most popular marketing collateral items that has been given to clients, receiving a universally positive response.
The Objective - Design a custom box, which would be used by all Maya Romanoff sales reps to sell the new Maya Atelier Customs program.
The Execution - I developed a rigid set-up box, developed the technical specs, negotiated the pricing and worked with a factory in China factory to manufacture the first production.
The Outcome - The custom box was successfully manufactured and implemented for the launch of the Maya Romanoff Atelier Customs program.
The Objective - Design and develop branding for a woven label for the launch of New Declination, a startup consumer product brand.
The Execution - I designed the artwork and sourced and manufactured the woven label to meet the client’s specifications.
The Outcome - The woven labels were manufactured and used for the initial round of manufacturing of the New Declination Tote Fanny Pack.
Much like fashion, interior design is the result of a harmonious balance between materials, colors, and trends. My experience in interior design is a natural extension of my fashion background and expertise.
The Objective - Design a wool-blend fabric wall covering for the esteemed Maya Romanoff brand.
The Execution - I developed multiple iterations of the “Cozy” wool fabric wall covering design with the team of product designers at Maya Romanoff for review and approval.
The Outcome - The Maya Romanoff “Cozy” wool wall covering product has won several interior design awards for innovative fabric wall coverings. “Cozy” is a versatile collection that is suitable for both residential and commercial installations.
The Objective - Design and develop an updated version of an existing wood veneer wall covering.
The Execution - Our team developed new patterns for the Ajiro wood veneer wall coverings. We created an extensive collection of nine different patterns available in 15 finishes.
The Outcome - The Ajiro wood veneer collection is consistently one of the top selling items in the Maya Romanoff collection. The products sell well in both residential and commercial applications.
The Objective - Develop a luxurious, hand-made wall covering for the Maya Romanoff brand.
The Execution - I developed multiple iterations of the Beadazzled Leaf wall covering design with the team of product designers at Maya Romanoff for review and approval.
The Outcome - The Maya Romanoff Beadazzled wall covering has been utilized in many high end hotels and residences in around the world.
The Objective - Develop a Mother of Pearl wall covering for the esteemed Maya Romanoff brand.
The Execution - I developed new interpretations of the Mother of Pearl wall covering designs with the team of product designers at Maya Romanoff.
The Outcome - The Maya Romanoff Mother of Pearl wall covering product is a staple of the brands luxury offerings. The collection that is suitable for both residential and commercial installations.
