Tartan + Twine is a beauty accessories brand with a clean, preppy aesthetic. I developed the brand while at Allegro, a division of Conair, providing full creative direction and design and overseeing a designer who worked on the line with me. It’s still sold at Ulta and other retailers today, and has been featured in Byrdie, Glamour, and other publications.

I started by defining who she is: who the customer was, what the brand stood for, and which content creators it resonated with. From there, I worked with the Director of Brand Marketing to develop the brand name. That definition guided every decision after it, and each season we approached color, function, pattern, and trends through that lens to keep everything on brand.

Each year I designed product for two planograms (spring and fall), plus mini collections for summer and holiday, designing into Ulta’s allocated space based on trend analysis and sales data. I designed the shapes and patterns, set the colors, and handled every last detail, down to the colored twine on the hangtags. I took each collection from concept through sampling, production notes, and production sample review.

I presented trend and design direction directly to Ulta buyers. For one buy, I hand-made a fabric proof of concept using foil transfers, then worked with the factory to recreate it for mass production.

I also provided creative direction for photoshoots and lookbooks, working directly with the Director of Brand Marketing on campaign shoots.