A decade of ecommerce.
Now built differently.

I spent ten years learning ecommerce from the inside — client operations within luxury houses, platform migrations for global organisations, senior product management leading teams of twelve developers, and everything in between. I have run six-channel sales operations, shipped production code under enterprise scrutiny, built GTM architecture from scratch, and helped launch a digital publication that earned press in Vogue and Oprah Magazine without a media budget behind it.

That grounding matters because it shapes how I think about every build. What makes a storefront hold up at scale. What tracking infrastructure needs to exist before the first visitor arrives. Where migrations break and how to prevent it. What a brief actually requires versus what it says.

Today I build using AI-native tooling — Lovable for rapid prototyping, Windsurf and Claude for production development, Shopify and Vercel for integration and deployment. The speed is real. So is the structural thinking underneath it. Those two things are not in tension. They are the point.

My work spans luxury fashion, botanical skincare, wellness beverages, members clubs, hiring platforms, and agency websites — not because I generalise, but because a rigorous process applied with genuine creative direction produces something considered regardless of the sector it lands in.

I work with brands directly, on a project or retainer basis, and take a deliberately small number of engagements at a time. When you work with me, you work with me.