Before I joined Farrisilk as their fractional marketing director in early 2024, the small, family-run luxury decor brand had never done any real marketing. The 30+ year old business operated almost entirely on phone calls, faxed paperwork, and pen-and-paper order tracking. Every new customer came from a trade show booth or word of mouth, and there was no effective way to market to anyone or even track sales outside of their showroom.

As the next generation began to take over and modernize the business, the new Creative Director brought me on to guide Farrisilk through a direct-to-consumer digital transformation – without giving up the wholesale relationships that had built the business for decades.

I built their entire digital sales and marketing infrastructure from scratch:

• Consulted on creating a user-friendly Shopify storefront to give customers an online shopping experience and start collecting the sales data marketing had never had access to

• Automated core email flows to replace one-off manual outreach for business registration, welcome, abandoned cart, and abandoned checkout

• Segmented customer lists by type and built campaigns around real-time sales and inventory data to promote the right collections to the right audience

• Produced annual product photoshoots to build a consistent library of high-quality imagery for email and social

• Developed a sustainable process for concepting and capturing organic video, backed by weekly analytics reviews to continuously refine what was working

Farrisilk needed a partner who could translate decades of relationship-driven, in-person selling into a modern, data-informed sales and marketing engine, without losing what made the wholesale side of the business work. Together, we gave the brand its first real view into customer behavior, turned their website and email into active sales channels, and built a content engine the team could sustain long-term.