The Social Edit was born out of a simple observation: the brands I loved most — the boutique med spas, the independent skincare labels, the wellness studios with a real point of view — were being marketed as if they were commodities. Templated captions, stock photography, aggressive scheduling. Nothing that reflected the care they poured into everything else.

So I built the studio I wished existed. One that treats social strategy like editorial direction, content like art direction, and every client like the boutique they are.

I work with a small, intentional roster of brands each season because good work takes time — and because the details are what make a brand feel like a brand.