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It All Started With
Where Industry Expertise Meets Editorial Strategy
It Started With Nails was built on industry knowledge, editorial instincts and a deep
understanding of how products actually move—from professional communities to culture at
large.
I work with brands that want more than content for content's sake. Brands that care about
credibility, craft and long-term growth—and understand that the right words, visuals and
strategy matter.
I partner with brands to shape stories that sell—blending editorial instincts with strategic marketing. My work is rooted in brand voice, visual storytelling and audience connection, with a focus on thoughtful, high-impact content that feels elevated, intentional and on trend.
I've spent years inside the beauty and nail industry—working closely with brands, professionals, educators and creatives. That experience shapes how I think about marketing: what resonates, what feels authentic and what actually converts.
Additionally, I bring deep, hands-on expertise in the professional nail industry, a space that requires nuance, accuracy and cultural fluency. From product education and professional terminology to salon culture, licensing realities and trend cycles, I understand how to speak to nail professionals and nail-focused consumers in a way that feels credible, informed and authentic.
While AI can assist with surface-level content, it does not understand the professional nail industry—its standards, its language or its audience. I do. That insight allows me to tailor messaging with a level of precision, context and industry intelligence that current AI tools simply cannot replicate.
But my approach goes beyond nails. The same editorial principles apply across fashion and lifestyle: strong perspective, clear voice and compelling storytelling.
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