top of page
  • Facebook
  • Instagram

HerStory

Background

​

HerStory began as a subscription box company in 2020 and rebranded in 2022 into a direct-to-consumer ecommerce marketplace featuring luxury products from women-led brands around the world. The brand’s mission was rooted in storytelling, aiming to elevate the voices of women founders and create a purpose-driven shopping experience. Beyond selling products, HerStory sought to build a community and cultural platform centered on ethical fashion and global impact.

Strategy & Execution

​​

I partnered closely with the founder to lead HerStory’s transition into a scalable, high-growth DTC brand. I developed the brand voice and creative direction, ensuring storytelling was embedded across every touchpoint.

​

  • Produced and directed seasonal photo and video shoots to establish a premium visual identity across digital, retail, and event channels

  • Built integrated campaigns across ecommerce, social, email, and experiential pop-ups to drive customer acquisition and retention

  • Managed and grew Instagram, TikTok, and Pinterest through consistent content and community strategy

  • Developed and managed influencer and ambassador programs to drive advocacy and engagement

  • Optimized website UX, SEO, and conversion pathways to improve the customer journey

  • Led end-to-end campaign planning and execution across owned, paid, and earned channels

  • Managed 50+ marketplace brand partners to ensure alignment with brand positioning and promotions

  • Built sustainable marketing systems and workflows to support long-term scalability​

​

​

​

Results

​

  • Increased website sessions by 267%

  • Drove 758% revenue growth within one year

  • Scaled social following from ~2,000 to 10,500+

  • Earned national media coverage and industry recognition

  • Supported the launch of HerStory’s first permanent retail location in Fort Worth, TX

​

Within one year, HerStory evolved from an emerging marketplace into a nationally recognized destination for women-led luxury brands.

​

​

Founder Feedback

​

“Carly was an integral part in the growth of HerStory. She worked closely with me to craft the story and mission of HerStory and spread that story across our website, social media, and community. She changed the game for the HerStory brand and reputation. Within a year, she took us from an unknown e-commerce marketplace to THE platform to shop unique, women-led brands from around the globe.”


— Tinsley Merrill Paul, Founder

bottom of page