A Modern Baby Brand Built from Scratch to Seven Figures
How thoughtful design, merchandising, community-driven marketing, and operational excellence created a profitable, scalable consumer brand.
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Willow+Co started as a passion for creating timeless, modern baby products with thoughtful design and high-quality materials. Over time, it evolved into a multi-million-dollar brand with a strong DTC presence, wholesale distribution, and a loyal customer base.
I led Willow+Co end-to-end: from product development and sourcing to branding, marketing, and operations.
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The baby/children market is heavily saturated and deeply competitive. Success depends on:
- Product design
- Trust and brand loyalty
- Predictable supply chain
- Strong merchandising
- Operational precision
We needed to build a brand that felt premium, trustworthy, and distinct — without big budgets.
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Product Strategy & Merchandising
Built seasonal lines, original prints, and high-quality fabrics while managing sourcing, manufacturing, and inventory planning.
Created a Cohesive Brand
Designed all branding, packaging, photography, aesthetic direction, website UX, and collection launches.
Marketing Engine & Growth Strategy
- Instagram/TikTok content
- UGC + influencer partnerships
- Email flows + automations
- Product drops + campaign creative
- Community-driven storytelling
Wholesale Expansion
Used Faire + direct relationships to create a nationwide wholesale footprint, supported by line sheets, merchandising guides, and buyer enablement.
Operational Infrastructure
Oversaw manufacturing, fulfillment, shipping workflows, returns, customer service, and inventory forecasting.
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Why it worked
Willow+Co succeeded because it combined thoughtful design, strong branding, community engagement, and operational rigor. It was built intentionally and scaled sustainably.
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Explore the full portfolio of products and companies I've built and scaled.