Case Study: Little Black Shell
Little Black Shell was a luxury fashion blog and strategic portfolio built while studying fashion merchandising and working at Nordstrom — growing to 10,000 Instagram followers.
Little Black Shell — Luxury Fashion Blog (2014–2016)
Little Black Shell was originally created as a strategic portfolio while I was studying fashion merchandising and working at Nordstrom, with the goal of standing out for luxury fashion internships. Through the blog, I developed hands-on expertise in curating product selections, presenting fashion pieces online, and creating compelling digital assortments.
Digital Merchandising & Content Experience
- Product Curation & Storytelling: I learned to select and showcase products in a way that resonated with a specific audience, translating physical merchandising instincts to a digital platform. I built an online environment where fashion and lifestyle content naturally guided consumer attention and engagement.
- Digital Merchandising Execution: Grew Instagram to 10,000 followers and maintained the website as a curated showcase of fashion collections, creating a seamless experience between imagery, product styling, and brand messaging.
- Collaboration & Brand Partnerships: Partnered with leading brands including Shopbop, Citizens of Humanity, Agolde, Sisley Paris, Makeup Forever, ASOS, and River Island, aligning product storytelling with brand identity while optimizing content for audience engagement.
- Analytical & Iterative Approach: Tested which visual formats, product groupings, and narratives drove engagement, building early experience in data-informed merchandising decisions — skills directly applicable to optimizing e-commerce performance.
This experience was foundational in translating my luxury merchandising instincts into a digital-first approach, bridging the gap between in-store curation and online presentation — an expertise I now bring into digital merchandising.
