You know that rush when you discover a new jewelry brand on Instagram? Like when you stumble across those delicate silver chains that look perfect for layering, or find a small business making the *exact* earrings you’ve been searching for but could never find anywhere else. So you click over to their website, spend twenty […]

POV: You’re at Ulta, arms full of skincare products you definitely don’t need but absolutely want, and then you catch a glimpse of the total at checkout. 😬 Sometimes you power through and buy it all anyway (bc that new Drunk Elephant serum isn’t going to buy itself). Other times, you quietly set everything down […]

The other day, I took a brain break the way I always do: losing myself in the beauty aisle. I was strolling down the aisle when I found theee perfect highlighter. It caught my eye because it gave that effortless glow without looking like you dipped your face in glitter (IYKYK 😅). It was sooo […]

You know that sinking feeling when you spend an hour crafting the perfect email, hit send to your entire list, and then watch it get the digital equivalent of crickets? Meanwhile, your friend casually mentions that her “random Tuesday email” got a 65% open rate, and you’re over here celebrating when yours hits 18%. (It’s […]

My client (we can call her Em) was staring at her Klaviyo dashboard with that look I know all too well. You know the one: equal parts confusion and mild panic. Something similar to 🥴. “People are subscribing,” she said during our call, “but then… nothing. They just disappear.” I pulled up her account to […]

I was scrolling through my DMs last week when I saw the most telling back-to-back conversations. First DM: A founder excitedly telling me she just hit 10K followers on Instagram (the milestone we’re all told matters). But when I congratulated her and asked how sales were going… it was another story. Like, extremely low numbers […]

You know that feeling when your skincare routine is finally perfected? Your face feels fresh, balanced, and hydrated without needing to layer on 10 products.  That’s what a good email platform should feel like. Clean. Effective. And easy to stick with. But so many brands are out here using email platforms that feel like cheap […]

You know that feeling when you walk into a furniture store, and before you even have a chance to look around, a salesperson is breathing down your neck? “Can I help you find something? Are you shopping for something special? Let me show you this new couch we just got in!” Meanwhile, all you wanted […]

You know that friend who’s always “just five minutes away” but never actually shows up on time? At first, it’s no big deal. But after a while, you stop taking them seriously. That’s exactly what happens when brands overuse discount codes. At first, a sale feels exciting. A 15% off coupon gets customers to place […]

Look, I’m not going to give you the whole “you need to start emailing now because at least it’s a platform you OWN and you don’t have to worry about algorithms messing up your read” spiel (because I’m SURE you’ve heard that more than once already). You KNOW that already. That’s not the issue. What […]