The Beauty Floor to Behind the Brand
From the luxury retail floor to global advertising campaigns for the brands I once sold, my career has always been rooted in one thing: people.
Working in some of the most demanding retail environments in New York—including Bloomingdale’s, Nordstrom, Saks Fifth Avenue, and Bergdorf Goodman—taught me that beauty is psychology. It’s about understanding what makes someone stop, what makes them feel seen, and ultimately, what makes them trust a brand.
Selling skincare and haircare gave me a front-row seat to the consumer. I learned what clients were looking for, the questions they asked, the concerns they had, and the emotional connection behind the products they chose. That experience became invaluable when I began working on advertising campaigns for the very beauty brands I had once represented on the retail floor.
Each experience informed the next. Luxury retail taught me the consumer. Hair taught me the craft. Campaigns taught me the image. Education taught me how to transfer knowledge. Leadership taught me how to connect all of it.
I learned how to look at a campaign through two lenses: the creative eye and the consumer’s eye.
What makes someone stop scrolling?
What makes them walk into the store?
And once they’re there, how do we recreate the feeling that made them fall in love with the campaign in the first place?
Today, I bring that perspective full circle.
Whether I’m working one-on-one behind the chair, educating beauty professionals, or providing creative direction for a beauty campaign, my goal is the same: create an experience that connects.
Because beautiful imagery may capture attention—but connection builds trust, and trust creates lasting relationships.