Victorian Trading Co. Retail Design + Art Direction
Challenge: Victorian Trading Co. had a highly distinctive romantic, vintage-inspired retail world that needed to feel emotionally rich while still supporting product discovery, offer hierarchy, seasonal merchandising, and sales goals across print and digital channels.
Solution: During my ten years with the company, I helped shape the brand’s catalog, e-commerce, email, product, and social media creative. As Design & Production Director, I led catalog production for 17–20 retail and wholesale catalogs per year, including layout design, photo art direction, image editing, color correction, and final production. I also maintained website content and homepage creative, supported the redesign and migration of both company websites, including more than 8,000 product SKUs, helped grow the email program from one monthly promotion into a high-volume digital marketing channel, and designed 30+ original retail products produced through overseas manufacturing partners.
Results: Early in my time with the company, I helped double eblast revenue by adding a reminder send before offer expiration — a simple change that significantly improved performance with minimal added production time. By the time I left, I was designing and launching 5–10 promotional emails per week for a 300,000-person list. Across catalog, e-commerce, email, social, and product development, this work helped maintain a cohesive and recognizable brand experience and became a foundation of my approach to retail and campaign design.
Role: Design and production direction, catalog design, art direction, layout, product storytelling, email and web creative, product design
Applications: Catalogs, e-commerce, email marketing, product launches, social media, seasonal campaigns, retail product development
Applications: Catalogs, e-commerce, email marketing, product launches, social media, seasonal campaigns, retail product development
Catalog Design & Art Direction
E-commerce + Digital Brand Experience
Websites (Retail and Wholesale)
Digital Retail Campaigns
Product Design
I also designed more than 30 original retail products, including garden boots, scarves, music boxes, gift wrap collections, greeting cards, fine art prints, and seasonal Christmas and Halloween décor. These pieces were developed from concept through production with overseas manufacturing partners and marketed through the catalog and e-commerce channels.
