COUPERWorking at a startup meant wearing many hats, but digital merchandising quickly became my primary area of focus and growth. I played a key role in shaping the online shopping experience, blending creative storytelling with data-driven decisions to optimize product discovery, navigation, and conversion. Using Shopify as our e-commerce platform, I ensured that our site not only reflected the brand’s vision but also encouraged seamless and engaging customer journeys.
Since this was a small-batch e-commerce platform, much of my work is no longer visible on the site due to the inherently fast product turnover—especially when the merchandising is done well. 😉 However, the foundation I built remains. Through my example and training, I set the tone for how merchandising is approached on the site today.
Supported total site strategy through curated product edits, category optimization, and seamless navigation improvements.
Assisted in the concept and execution of weekly email marketing campaigns, aligning messaging with merchandising goals.
Created and maintained brand-appropriate online categories, ensuring a cohesive and engaging user experience.
Increased conversions by developing a dedicated Bridal Edit and integrating it into the homepage dropdown for better discoverability.
Standardized and enforced uniform product descriptions sitewide, improving clarity and consistency.
Streamlined the checkout experience by merchandising products we styled together in e-commerce shoots (specifically utilizing our one-of-a-kind jewelry pieces to drive higher-value purchases when looking to push our AOV).
Managed product imagery quality, selecting and resizing images before uploading to Shopify to maintain a premium aesthetic.
Digital Merchandising Experience
PACKAGING DESIGN ASSISTANCE BY ME
COUPERWith hands-on experience in fashion production and styling, I have worked behind the scenes to ensure every garment is impeccably prepared and every shoot runs smoothly. At Couper, a multi-brand destination for exclusive, museum-worthy capsules, I was responsible for the transportation, preparation, and organization of designer pieces, ensuring they were in perfect condition for editorial and e-commerce shoots. I collaborated closely with stylists, photographers, and models to execute seamless wardrobe changes, maintain an organized set, and assist in bringing the creative vision to life. My attention to detail extended beyond styling logistics—I monitored composition and storytelling on screen, adjusted garments as needed, and provided models with direction to enhance the overall mood and narrative of the shoot.
Transported all sample garments from the warehouse in Philadelphia to the studio in Brooklyn.
Steamed, ironed, and meticulously organized clothing to ensure garments were wrinkle-free and ready for shooting.
Inspected all garments for damage or imperfections, addressing any issues as needed.
Pinned clothing on models for the best fit and made on-the-spot adjustments to ensure a flawless appearance on camera.
Taped the bottoms of shoes to prevent scuffing the studio floor during production.
Assisted models with wardrobe changes, ensuring outfits were styled correctly and on schedule (averaging about 60 looks per day).
Monitored the on-screen composition, making real-time clothing and styling adjustments to maintain a polished look.
Provided models with direction on tone, movement, and expression to enhance the storytelling and bring the creative vision to life.
Coordinated with photographers and stylists to ensure smooth workflow and timely execution of the shoot.
Cross-checked file names from the digital technician (digi-tech) to ensure they aligned with the stylist’s shot list.
Ran errands, fetched supplies and meals, and provided on-the-spot assistance to maintain efficiency on set.
Maintained a clean, organized, and professional workspace throughout the production.
Styling Experience
BTS PHOTO (RIGHT) TAKEN BY ME ON SET
EXAMPLE OF BTS STYLING CONTENT FOR SOCIALS
BTS PHOTO (LEFT) TAKEN BY ME ON SET