I founded and built Flower & Folk from the ground up, managing every part of the business from product creation and fulfillment to brand strategy, marketing, sales and customer experience. I developed and handmade the full product line while building the digital infrastructure needed to operate and grow an e-commerce brand, including the website, domain, professional email, analytics, SEO and social channels.

I led the brand’s creative direction across every customer touchpoint, designing the website, social content, email campaigns, packaging, print materials and ad creative. I also photographed the products, produced short-form video and Reels, and managed a high-volume social calendar with multiple posts each day.

On the growth side, I ran paid advertising, reviewed performance data and used analytics to refine content, campaigns and customer acquisition efforts. I built automated email flows and ongoing campaigns designed to nurture subscribers, recover potential sales and strengthen customer retention.

I also managed customer, influencer, retail and media outreach from prospect research through follow-up and relationship management. These efforts helped grow the brand’s Instagram community from zero to more than 30,000 followers, secure a feature in Vogue Magazine and generate partnership conversations with major names, including IPSY and the Kardashian team.