A strategy driven entrepreneur with over 15 years of experience creating, operating and building brands. I am a passionate marketer and strategic thinker with an innate ability to visualize the big picture and differentiate a brand in a competitive market.

With expertise in strategy, finance and marketing, I quickly articulate a brand story and develop business strategies that connect with the consumer audience and exceed business goals. I stand behind what I build and pride myself on being a hard worker, problem solver, motivational leader and co-worker.

Case Study

Tula House

VP of Brand & Co-Founder 
November 2015 - Present


Tula House is a lifestyle and home decor brand with a focus on plants, education and interior design. Tula House operates from a 1200 sq ft retail space supported by a robust service business and e-commerce website. The business has surpassed $1MM in revenue and remains privately owned. 

As VP of Brand and Co-Founder of Tula House I have successfully built a brand that is distinguishable and memorable in a rapidly growing and competitive market. Currently, my time is spent managing business operations, and driving strategies to grow sales and build brand recognition.

History of Tula House

Tula House launched in 2015 after recognizing a growing interest in the natural world.

What intrigued us most about plants was the lack of creativity and education found in the competitive landscape. At the time, the plant world was homogeneous, from the representational lifestyle to the plants themselves. In response, we developed a brand that spoke directly to a young, curious, and design forward consumer.

In defining our business strategy we faced the challenge of a small budget, live product, and antiquated supply chain. Our strategy was to tap into the growing demand for plant care knowledge and the discoverability of unique plant species.

Tula House was therefore built upon three pillars; creativity, education and experience.

We first developed a unique shopping experience - Tulita the plant truck, the first plant truck of its kind. Simultaneously, we built strong relationships with local vendors to offer a hard-to-find and unique product. The Tula House shopping experience has since evolved from a custom built plant truck, into a renovated 100 year old warehouse backed by a robust service arm and engaging e-commerce.

For content and marketing we created an in-house content studio to produce a stream of educational and entertaining content. This engaged our customers and inspired them to buy, and grow new plants.

We have developed a plant library, plant care videos, an extensive blog, and offer a dedicated customer service email for those seeking additional plant care help. From day one, Tula House has been known for taking time with every customer to share knowledge and troubleshoot care issues. This has been an important factor in growing and maintaining our loyal customer base.  

My partner and I have built a distinguishable brand in a rapidly growing industry. As more brands and consumers enter the market, Tula House remains a pillar of the plant world. Inspiring consumers and businesses alike to learn, discover and experience plants in a creative and modern way.

Positioning & Strategy

Welcome to Tula House

A botanical experience and plant shop based in Brooklyn, NY, offering a welcoming, playful, and educational  shopping experience for people who believe that - Plants Are Alive.

Creativity • Education • Experience

Tula House tapped into the growing demand for plant care knowledge, modern planter design and the discoverability of unique plant species. Paired with collection-based planters made by local ceramicists, we positioned plants as living things versus inanimate objects.

The challenge of selling a product that cannot be uniquely manufactured inspired us to build personal relationships with large scale greenhouses, private growers and independent ceramicists to maintain a unique and hard-to-find product offering.

Furthermore, we created unique content and product to inspire our customers to think creatively about plants. We offer a free Plant Library, Plant Reads and Plant Sessions, coupled with exceptional customer service in store and online.  

Tula House quickly gained recognition as the plant shop to discover unique plants, an educational hub with knowledable staff, and an inspirational outlet for home decor and design.