I've spent my life in stores. Understanding what makes them work, what makes people come back, and what makes something feel right the moment you walk in.

Before this, I was a creative, producer, and trend forecaster — working across beauty brands, style, and culture. I was Style Editor-at-Large at The Ageist, and I've written and built for brands from Nutrafol to Theory. I've developed campaigns, editorial, voice, and content across channels for companies trying to figure out what they're actually trying to say.

What I've come to understand is this: the best brands don't need more noise. They need clarity, consistency, and a point of view.

CBF Consulting is where that comes together. An editorial lens applied to stores, brands, and the experience of being a customer now.

I also write about all of it on Substack under Cool Best Friend — style, stores, women, and the experience of getting dressed now. And you'll find me at Brimfield a few times a year, sourcing, looking, and listening.