During the pandemic I founded and ran a small, sustainably-manufactured accessory business called Toastproof, which focused on sustainable and environmentally-conscious garment production. As someone who loves both clothing and the planet, I wanted to experiment with doing things differently. My ethos was all about reducing waste and keeping the process circular wherever possible. All our designs were produced on a made-to-order basis using vintage and reclaimed materials. 

My most recent position was at Lulus, a fast-growing online women's fashion retailer. I produced direct response copy for campaigns across multiple platforms; created tag-lines that brought together campaign imagery and current trends; researched and wrote blog posts that engaged our audience and drove site traffic; and ensured that the company's brand voice was always a through-line the customer could count on. 

I was also tasked with developing clear and compelling product descriptions for a wide range of items, employing storytelling to create demand while also clearly communicating relevant facts and features. This required effectively deploying narrative language, technical descriptions, and SEO best practices to increase sales and ensure customer satisfaction. During my time with the company, Lulus achieved a top-three SEO result among women's fashion retailers, as well as frequently ranking first in terms of itemized Google search results in 2023 and 2024. 

I'm currently working to establish a personal design business called Nuala Design Studio.