Carla Rae Designs is a luxury fashion brand centered on Italian craftsmanship, timeless design, and premium cashmere essentials. The digital experience needed to reflect the same level of sophistication and quality as the product itself — creating an online storefront that felt elevated, seamless, and aligned with the brand’s positioning.

Role

I led the development of Carla Rae Designs’ eCommerce experience, working closely with the design team to translate the brand into a polished, high-performing digital storefront. My role spanned front-end development, UX refinement, performance optimization, and cross-functional coordination to bring the site from concept to launch.

Achievements

• Built the brand’s eCommerce platform to support a premium, conversion-ready shopping experience

• Partnered closely with the design team to refine the visual experience and ensure the site reflected the brand’s luxury positioning

• Led and coordinated a distributed team across multiple countries throughout the build and launch process

• Optimized product pages, navigation, and checkout flow to create a more seamless customer journey

• Delivered a responsive, mobile-optimized experience designed for speed, polish, and usability across devices

• Helped create a digital flagship that matched the quality, elegance, and craftsmanship of the brand itself

Project Constraints

This project required translating a luxury fashion brand into a digital commerce experience without losing the premium feel of the product.

• The site needed to feel high-end and editorial while still functioning as a streamlined eCommerce experience

• Product presentation, navigation, and checkout had to balance elegance with ease of use

• The digital experience had to support premium brand perception across desktop and mobile

• Performance mattered, especially on mobile, where slow load times could quickly undermine the sense of quality

• The project required coordination across a distributed team, adding operational complexity during execution and launch

Platform

The final site was designed to function as both a luxury brand experience and a high-performing eCommerce destination.

• Premium eCommerce Storefront – A polished shopping experience built to reflect the brand’s positioning and support conversion

• Luxury Product Presentation – Product pages designed to showcase craftsmanship, quality, and timeless style

• Refined User Experience – Clean navigation and streamlined checkout designed to reduce friction

• Mobile & Performance Optimization – A responsive experience built for speed, consistency, and modern luxury browsing across devices

Impact

My work helped bring Carla Rae Designs’ brand to life online through a digital experience that felt as elevated as the product itself. By combining premium presentation, thoughtful UX, and strong technical execution, I helped create a storefront that supported both brand perception and customer conversion.