strategy

strategy : Creative strategy work across brand and business

Doyen New York

Doyen Website

In 2020 I co-founded Doyen New York, a fashion business consulting firm.

At Doyen, we focus on building, growing, and transforming fashion brands. We work at the intersection of creative vision and operational strategy, helping companies unlock new revenue streams and identify untapped opportunities for expansion.

Our work ranges from improving bottom-line performance to leading full operational overhauls. Informed by analytics and shaped by a deep understanding of the fashion landscape, we redesign the way businesses function, aligning structure, systems, and brand positioning to create sustainable growth and long-term competitive advantage.

Past & Current Clients:

SOME SPECIFIC EXAMPLES OF OUR WORK INCLUDE:

  • Building international growth strategy by evaluating international growth potential through market due diligence, creation of a value proposition and developing a detailed market-entry plan.

  • Designing and implementing an omnichannel strategy to achieve consistent  customer experience and pricing across channels and coordinated back-end operations.

     

  • Growing the business by providing recommendations on brand and line extension & new category launches.

  • Improving retail strategy by providing data-driven recommendations on growing or reducing store networks, localizing assortments and launching new out-of-the-box experiential formats.

     

  • Rethinking customer experience to improve online conversion and retention and enhance bottom line.

     

  • Improving brand assessment, repositioning, benchmarking and portfolio optimization – we believe well-performing businesses are built on strong brands.

Saunder

Saunder press

I founded SAUNDER and led it from concept to international distribution between 2010 and 2018. As Founder and Creative Director, I shaped the brand’s identity while overseeing design, production, marketing, and business strategy.

Across thirteen seasons I managed factory partnerships in New York, India, and Italy, built sustainable production systems, and guided fulfillment operations. I also produced six New York Fashion Week shows and directed thirteen lookbook shoots, leading multidisciplinary creative teams to translate brand vision into compelling visual storytelling.

Art Direction

As Founder and Creative Director of SAUNDER, I defined and executed the brand’s visual world across runway, print, and digital platforms.

  • Art directed 13 lookbook shoots, building all sets

  • Art directed 6 New York Fashion Week shows

  • Led styling, and beauty direction on all shoots and shows

  • Designed and laid out printed and digital lookbooks

  • Managed all online brand assets, including website and social media

From initial concept through final execution, every visual touchpoint was crafted to express a cohesive narrative and distinctive brand identity across physical and digital channels.

Production

I led all production and operational execution for SAUNDER.

  • Produced 13 lookbook shoots

  • Produced 6 New York Fashion Week shows

  • Directed model casting and booking

  • Managed event logistics and show production

  • Directed large teams of hair and makeup artists

  • Supervised set design and build-out

  • Led on-set direction across shoots and runway presentations

  • Managed factory partnerships in New York, India, and Italy

  • Oversaw sourcing, manufacturing, quality control, and fulfillment

  • Built sustainable and efficient international supply chains

    From creative production to global manufacturing, I integrated systems, teams, and timelines to deliver polished presentations and scalable product execution.

Branding

I built and managed SAUNDER’s brand identity from the ground up, shaping its positioning, voice, and cultural presence.

  • Created and directed the SAUNDER brand identity across all channels

  • Produced branded photo and video content for digital and social platforms

  • Developed strategic relationships with stylists, celebrities, and media

  • Cultivated brand champions across fashion and entertainment

SAUNDER received coverage and editorial support from leading publications including: Elle, Nylon, Glamour, The Cut, and Refinery29.

The brand was worn and championed by public figures including: Halle Berry, Gina Rodriguez, Kristen Stewart, Kourtney Kardashian, Kylie Jenner, and Chrissy Teigen.

Through intentional storytelling and relationship-building, the brand developed strong cultural visibility and press credibility within a competitive market.