Stay Soft was an independent clothing and lifestyle brand I founded and operated from 2018 to 2025. Over seven years, I led the brand’s creative direction, ecommerce operations, product photography, website management, social media content, copywriting, customer communication, launch planning, fulfillment, and collaborations with local creatives and musicians.

Role: Founder & Creative Director, Ecommerce Operations, Brand Strategy, Photography, Content Production, Web Management

Responsibilities: Brand strategy and creative direction, Ecommerce and Shopify management, Product photography and campaign imagery, Website updates and maintenance, Social media content creation, Copywriting and product description, Customer communication and support, Order fulfillment and operations, production, Collaborations with local creatives and artists

Tools: Shopify, Adobe Photoshop, Adobe Illustrator, Lightroom, HTML/CSS, Social Media Platforms, Product Photography Equipment

Focus: Brand Identity, Ecommerce, Product Photography, Content Creation, Visual Storytelling, Customer Experience, Community Building

Years: 2018–2025