Branding & Marketing
For both of my jewelry brands (Alexis Laurel and Month Day Year) and my Footwear consulting clients, I created and launched omnichannel branding, distribution, and marketing strategies. I carefully researched each potential market and customer. Then, I merchandised a thoughtful product assortment that varied by season. I also selected a brand name and designed each logo. I initiated sales and marketing to wholesalers, retailers, and private label clients in brick-and-mortar and e-com distribution. I added both drop-ship and easy restocking to my client's business to drive sales during the changing times. In the area of e-commerce, I designed and developed websites, created marketing plans, and managed paid digital and social media teams/budgets. Despite the pandemic, my jewelry brands showed significant growth in sales and customer base.
My experience in apparel design includes design and development for sustainable boutique clothing lines made in the USA. I co-created a private label clothing line, Montague, with a production agent in India. I begian my journey in apparel as a ready-to-wear sketcher for Marc by Marc Jacobs.
I envisioned, crafted, and co-produced an enchanting vintage-inspired children's film pilot titled "Feather Dear." This eleven-minute stop-motion narrative was inspired by vintage aesthetics. I oversaw the recruitment, leadership, and management of a diverse array of talents, including animators, artists, chefs, writers, and composers based in New York. Together, we embarked on a collaborative journey, creating individual show segments and weaving them into a compelling storyline. We aimed to portray an inspirational world—a handmade, interactive community for children—emphasizing sustainability, a wholesome lifestyle, inclusivity, culinary arts, and performing arts.
I have a meditative night painting practice. I have consistently been painting large-scale abstract impressionistic paintings since 2000. Some years I paint more than others. I have been fortunate to have collectors who commission and decorate their homes with my work.
I am passionate about textile innovation and developing materials that contribute to various formats that align with current trends. I also have experience sourcing from a broad spectrum of markets.
I employ ESG (Environmental, Social, and Governance) principles when onboarding suppliers and sourcing materials wherever possible. My work influenced this in factories abroad, where I witnessed how important these values are to our future.
Sustainability will be critical for enterprises that want to gain a new generation of consumers and attract investment in a world that is growing more aware of the importance of our environment.
When sourcing materials for fashion footwear, clothing, accessories, jewelry, and decor. I used sustainable fibers and recycled components where possible. I have worked closely with suppliers to exceed quality and performance standards while maintaining excellent margins on the cost of goods.
With over two decades of experience, I have worked extensively with heritage women’s and men’s casual, tailored, and athletic footwear brands.
As an international product director, I spearheaded the design and development of footwear manufactured in Spain, Italy, Brazil, Taiwan, and China.
My expertise spans across the entire product lifecycle, from trend research to designing and preparing technical packages for factory production, material sourcing, and obtaining production approvals. I have a hands-on approach and a perfectionist aesthetic, ensuring meticulous attention to detail at every stage.
In addition to overseeing design and development teams, I have managed cross-functional teams, presenting trends to sales, marketing, and ready-to-wear teams. My role has also involved international travel to foster relationships with factories, oversee production, conduct trend research, source materials, and develop original branded hardware.
Beyond my in-house roles with brands, I have leveraged my footwear experience as an external strategy consultant. For instance, I have assisted in building teams to launch new private-label footwear brands manufactured in Spain. Additionally, I have facilitated relationships with Spanish factories on behalf of clients for footwear production.
Brand shortlist: Calvin Klein | Delman | Richard Tyler | Aerin by Aerin Lauder | BCBG Max Azria | Herve Leger | Aerin by Aerin Lauder | Nordstrom | Macy’s | Nine West | Lands’ End | Botticelli | Tabitha Simmons | Roberto Ley | Patricia Green.
My passion for interior design and architecture led me to design and manage the initial phases of a prominent rooftop bar and events space remodel in NYC in September 2018. Regrettably, project execution was halted due to the onset of the pandemic. Additionally, I have collaborated with architect Claudia Frieb on multiple residential and commercial projects.
Web design is a critical component of an omnichannel strategy and branding. E-commerce websites enable fashion companies to launch direct-to-consumer models efficiently. Through web design, brands can establish an inspired and emotional connection with their customers.
I have designed, directed, and developed each website for both the jewelry brands I founded and my global clients' brands. The design and content were meticulously crafted to reflect the values of the respective brands and to resonate with and attract their core customers.
My admiration for artisan jewelers has been a constant throughout my career. Starting in the initial phases, I worked my way up to the position of design director for major fashion brands in both NYC and LA, specializing in women's footwear. A passion for crafting hardware and molding logos into designs that instantly communicated a brand's identity took root. Collaborating on each component with teams in sample rooms across Italy, Spain, and China marked the inception of my fascination with the creative possibilities that emerged from combining a diverse array of gemstones, metals, and synthetics. This exploration propelled me into mastering various techniques, including metalsmithing, wax carving, mold making, and most recently, stone carving.
Entering the realm of jewelry entrepreneurship, I introduced two distinct lines: Alexis Laurel and a sister astrological line named Month Day Year Jewelry. Inspired by my background as an abstract impressionistic painter and fueled by my unwavering dedication to fashion design and culture, these ventures represent a synthesis of my creative pursuits.
Below are a few of the brands where I held roles as a Designer and Creative Director in fashion footwear and apparel and software with headquarters in NYC. In addition, I have also worked as a consultant creating mindful creative solutions and demonstrating decision-making across a variety of categories within organizations' branding, packaging, retail, strategy, guiding execution, ads, and collaboration with cross-functional partners.
Client Shortlist:
Wheelmind SOF | No 6. Store | Marc by Marc Jacobs | Aerin by Aerin Lauder | Nordstrom | Macy’s
Nine West | Lands’ End | Feather Dear | Diana Broussard | Madeline Weinrib | Botticelli
Lori Goldstein | Tabitha Simmons | Rubin & Chapelle | Roberto Ley | Patricia Green
Collective Design Fair
2004 - 2024