Founder & CEO
2010 - 2015
Paris, FR

ICU - IN PARIS was an online boutique showcasing curated designer collections in jewelry and accessories. Frustrated by the lack of aesthetically cohesive and appealing e-commerce shops I developed ICU, I designed the e-commerce site, recruited the team, sourced designers, photographed product, wrote all copy and managed business and public relations.

This was a true experiene of rolling up my sleeves and teaching myself the foundations of content creation, creative direction, e-commerce design and digital advertising. 

Based in Paris, FR the site was available in English and French and represented independent jewelry and accessory designers from all over the world. ICU stood for Independent, Curated, Unique. In 2014 it evolved into a full service showroom and communications agency.  

ICU earned international press recognition.

All photography and lookbooks were produced and edited in house.