7x7 San Francisco Style Council
My unique style has earned me collaborations with major brands like Levi’s, Vivienne Westwood, and Comme des Garçons. My influence was felt in both luxury and streetwear brands. In 2010, I was honored to be appointed to the San Francisco Style Council, a collective of tastemakers who help shape the city’s cultural and hospitality scene.
As a member, I had the opportunity to recommend the best hotels, restaurants, and bars, guiding visitors to the most stylish and memorable experiences in San Francisco. With my background in business and fashion, I brought a global perspective to the council, highlighting the city’s unique blend of innovation, elegance, and style.
307 SHOTWELL | SHOTWELL BOUTIQUE | SHOTWELL SAN FRANCISCO
Shotwell, a 6,000 sq. ft. award-winning storefront in downtown San Francisco, became a cult classic for the fashion, art, and streetwear communities. that brought together thousands of international clients and celebrities like Bruno Mars, Michelle Pfeiffer, and Virgil Abloh.
How My Roles Transitioned Over Time:
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Managed a multi-million dollar budget to curate seasonal collections of furniture and apparel designs
Awarded “Best Rockstar Style” by SF Bay Guardian (2010)
Awarded “Best Style” by Daily Candy (2009)
Appointed to San Francisco Style Council (2010)
Featured in ELLE Magazine, 7x7 Magazine, and bravotv.com
San Francisco city guides
Developed purchasing strategy to align with socially conscious brands
Negotiated with vendors to secure exclusive product launches
Conducted research and trend analysis to purchase avant-garde designs ahead of market trends
Analyzed sales data and customer insights to forecast demand and optimize inventory
Build and maintained strong supplier relationships leading to favorable pricing and increased profitability
Attended domestic and international fashion weeks, showrooms, and trade shows
Facilitated partnerships with key fashion institutions to support emerging talent and industry events for San Francisco Men’s Fashion Week and Academy of Art University (San Francisco)
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Opened 2 brick-and-mortar retail fashion locations in Union Square, downtown San Francisco and launched e-commerce site, art directed fashion shoots, visual merchandising, print, digital, retail signage, displays, jewelry designs, product packaging, clothing tags & labels
Created private-label brands, and established manufacturing in the U.S. and abroad
Led a team of fashion and creative professionals to create a new scene in San Francisco, combining sustainable vintage designer apparel with up-and-coming labels and established high-fashion brands
Designed and implemented two-story storefront rotating visual merchandising for retail window displays
Oversaw building renovation and retail buildout
Hired and managed building contractors to complete the renovation
Collaborated with Academy of Art University San Francisco Fashion Merchandising Program to teach design students about Visual Merchandising
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Founded a San Francisco start-up (C-Corp) earning $1.2M annually, providing fiscal and operational leadership to 15 employees
Represented the United States Department of Commerce at international Fashion Weeks in Colombia and Spain
Press: Wall Street Journal, SF Chronicle, ELLE, NYLON, SF Business Times, SF Bay Guardian, Thrillist, NBC
Design Collaborations & Product Launches:
Made and Crafted by Levi Strauss & Co. (Art Director and Visual Merchandiser for First Season Product Launch), 2010
Anglo Mania by Vivienne Westwood for Lee Jeans (London-based design collaboration launch), 2011
Opening Ceremony Shoe Collection by Opening Ceremony (New York-based fashion company First Season Product Launch), 2010
Elizabeth and James by Mary-Kate and Ashley Olsen (Official retailer in San Francisco for The Row designers’ streetwear line), 2009
TOMS Shoes (Partnered with the brand’s “One for One” campaign giving shoes to children in need with every purchase), 2008-2012; Play by Comme des Garçons (Created exclusive retail experiences with the Paris/Tokyo-based streetwear brand), 2008-2012
Behind The Brand
Prime Location
Located in the Union Square area--Shotwell is exposed to local, national, and international shoppers daily.
Adjacent Retailers
Paul Smith's San Francisco Flag Ship store, Agent Provocateur, G-Star, Filippa K., Barney’s New York, Saks Fifth Avenue, Neiman Marcus, and Stewart Weitzman.
Other Retailers
Other retailers in the immediate vicinity include Marc Jacobs, Longchamp, Juicy Couture, Betsy Johnson, Lacoste, John Varvatos, Chanel, Hermes, Prada, YSL, Guess, Camper, Steve Madden, Emporio Armani, Diesel, Ted Baker, Miss Sixty, Ed Hardy, Tumi, Kenneth Cole, H&M, Max Mara, Mango, and Gap.
Core Values
Inventive, Contemporary, and Vintage products in an environment so Compelling and Distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.
Inventive
Marked by independence and creativity in thought or action.
Contemporary
Belonging to the present time; current; now.
Vintage
Characterized by enduring excellence, appeal, and importance.
Compelling
Having a powerful and irresistible effect; requiring acute admiration.
Distinctive
Having a special quality, style, and attractiveness; notable
Characteristics of Shotwell
Creative
Having the ability or power to create; originality of thought and expression; imaginative
Cosmopolitan
From or at home in many parts of the world; especially not provincial in attitudes or interests
Desirable
Worth having or wanting; pleasing; excellent; and alluring
Free Thinking
Pushes the limits, always challenges conventional wisdom
Confident
Self-assured, unapologetic and fearless
Original mood boards from the conceptualization stage of my creative process:
Basis on Which to Build the Business
The brand that speaks to me
Understand consumers on a deep and meaningful level
An integral part of the lives of our consumers
Continually excites the consumer with new ideas
Reverential treatment of product in marketing
Social and shopping events that compel consumers to come into the store, hang out, and buy
Communication that drives traffic to stores and motivates purchase
Differential shopping environment
Creates an emotional bond with the 20 to 35-year-old customer we serve
Rich, rewarding customer experience
Displays make it easy to put together a head-to-toe look
Fun, encouraging sales associates
Social and educational experience
Great music, bustling store with a lot of life
Worth paying more for
Marketing defining fits, prints and head-to-toe looks
Iconic and innovative
Globally hip and fashion-forward
We carry one-of-a-kind items, as well as hard-to-find global products
Products relevant to customer lifestyle
"Where did you find that?"
Clothes that portray individuality
Underground, creative, hip, confident, now
Provocative energy
"This is my lifestyle."
Singular attitude, multicultural expression
Unique visual language: photographic style underground culture association
Destination of choice for progressives, innovators, and experiencers
The most distinctive and fun shopping experience that continually surprises and delights the consumer
The right ambience
Reverential treatment of product & brand in stores
Best-in-class service and fashion knowledge
Easy to find in-store and buy
"I can always find something I love."
Collaborations & Partnerships
Featured Press
