Challenge: Alo Yoga reached out to me because their rapidly growing product catalog and frequent promotional campaigns were creating content management bottlenecks that slowed down their marketing team and limited their ability to launch collections quickly.

Solution: Built a comprehensive suite of reusable components using Builder.io, React, and Shopify Liquid that transformed their content workflow. Key features included sale item systems that automatically updates promotional displays, which were for some reason missing from their site. I added seamless auto-play video integration for editorial content to inject within the product grid pages and promotional collection landing pages.

Impact: Alo Yoga can now respond to market trends instantly, maintain their premium brand aesthetic effortlessly, and scale their content operations without additional technical overhead.

Challenge: NEIWAI US had opened up their market to the US in 2020-2021 and needed their Shopify Plus store to handle explosive growth (scaling to 1,000+ daily orders) while building the technical infrastructure to support their 2000+ SKUs.

Solution: Coded a custom theme based off dawn that provided ALL features that they needed - a plethora of custom sections, swatch-based product images, bundling, landing pages, private apps for size chart generation. I led the complete technical evolution of their e-commerce platform as their CTO for 4 years.

Results: Successfully scaled their digital operations to consistently handle 1,000+ daily orders without performance issues while creating the robust technical foundation that enabled their transition from online-only to omnichannel retail - yes, they were able to open a flagship store in SOHO, Manhattan, being directly contacted by Shopify to do so.

Impact: The enhanced e-commerce infrastructure directly supported NEIWAI's successful Manhattan store launch that Shopify boosted, establishing them as a major omnichannel lingerie brand in the competitive U.S. market. Their digital-first approach became the backbone for physical retail expansion.

Challenge: Rosa Rugosa, a premium lifestyle brand found by Matty Matheson, needed a Shopify store that matched their minimal workwear while supporting a flexible merchandising strategy. Their existing setup lacked the custom functionality and refined design needed to convey their brand’s luxury positioning and handle seasonal product storytelling, so I was invited several years ago to build out a custom theme.

Solution: Designed and developed a fully custom Shopify them, based on Dawn, with a focus on high-end editorial presentation and ease of content management. Implemented advanced collection filtering, custom product detail layouts, and interactive lookbook-style pages to showcase seasonal collections. Added dynamic content sections for campaigns, all editable without developer intervention, while optimizing site performance for image-heavy storytelling.

Results: Delivered a pixel-perfect, mobile-optimized store that blends visual impact with functionality, increasing engagement and making seasonal collection launches seamless for the internal team.

Impact: Rosa Rugosa’s Shopify store now mirrors the brand’s workwear identity, providing a shopping experience that has strengthened customer perception and supported growth in both online and wholesale channels for Matty Matheson (worn on The Bear, his cooking channel, his instagram posts, etc!)