About

I’m Sheri.

I've spent my career helping brands figure out what they're actually trying to say — and then say it.

I’m an editorial and creative consultant and Style Editor-at-Large at The Ageist, and I've built editorial, voice, campaigns, and content for brands from Theory and Mejuri to Nutrafol and Noom — companies trying to find clarity about who they are and how they sound.

A lot of that work has lived in and around stores: what makes them work, what makes people come back, what makes something feel right the moment you walk in. But the through-line was never retail. It's point of view. The best brands don't need more noise — they need clarity, consistency, and a point of view.

That's what I do now: an editorial eye applied to brands, stores, and the whole experience of being a customer today.

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

Selected brands: Meg Shops · TLC Closet · StriVectin · Bio-Ionic · Theory · Nutrafol · Mejuri · Goody · Wet Brush · Noom · The Ageist