Averylily is a dynamic collaboration between interior designer Avery Solmssen and serial entrepreneur Lily Kanter (Serena & Lily, Good Mvmt, Mill Valley Baby & Kids Home) that began as a design studio dedicated to transforming spaces in the Hawaiian Islands and beyond. In 2024, Averylily launched their debut Home Collection comprised high-quality bedding, bath, and decor that celebrates the beauty of Hawaiʻi.

Good Mvmt is a purpose-driven lifestyle brand inspiring positive impact that benefits clubs and organizations by giving back 25% of purchases to the cause of the customer's choice.

As a Freelance Copywriter + Consultant, I help retailers showcase the unique value of their products and brands in a way that engages and excites customers. I offer both individual services and customized consulting packages that utilize my cross-functional experience guiding merchandise strategy at consumer-facing lifestyle brands and omnichannel retailers for over ten years.My stand-alone services help retailers of all sizes captivate customers, boost conversion, and increase loyalty. Individual services include: • Copywriting• Content Writing• Ecommerce & Omnichannel Merchandising• Buying & Planning• Product Development & Sourcing• Wholesale CoachingMy strategic consulting services draw from my cross-functional experience leveraging consumer research, market trends, and sales data to inform product development, sales forecasts, buying plans, and marketing strategies. This empowers small business owners to start or scale their apparel and accessory brands while saving on the costs of hiring specialized full-time team members. Custom packages include:• Sourcing to Sale• Project Management• Pitch Deck Development

Excelled as a jack-of-all-trades at this value-driven startup that gave back over $103 million through sales of people + planet-focused merchandise.• Owned project management for the creation of a new line of private-label sustainable household products, from branding and product development to business strategy and financial planning• Coordinated externally with independent contractors and internally with cross-functional stakeholders (CEO, Sales, Technology & UX, Customer Care, and Marketing)• Collaborated on investor pitch decks for the parent company's planned ventures, contributing research, copy, and editorial feedback• Conducted partnership outreach and merchandise selection for dropship products; managed all aspects of partner relationships• Wrote copy for a variety of applications designed to educate consumers about the unique characteristics of products, brand partners, and corporate policies• Responsible for the execution of copy across multiple channels: digital, web, social, print, product launches, etc. • Evolved brand identity and editorial strategy to align with corporate vision and marketing initiatives, revising as needed in response to feedback from cross-functional internal stakeholders• Managed a 'Causebassador' program that provided approximately 50 college students with hands-on social entrepreneurship trainingPrevious title:• Merchandise Manager

Managed all aspects of merchandise, from sourcing to sale, for a wide variety of product categories (leather goods, tailored clothing, eyewear, sportswear, etc.) at this omnichannel luxury clothing retailer.• Wrote catalog and website copy designed to educate consumers about the unique characteristics and detailed craftsmanship of each product• Proofread all catalog and email marketing copy for grammar, spelling, and accuracy• Utilized a customer-first approach when developing private-label products• Sourced fabrics and executed sample production of sport coats, shirts, and pants; coordinated line selection of those samples• Attended trade shows (Pitti Uomo, Milano Unica, MRKet, Vision Expo) to source new products and nurture existing relationships• Ran and analyzed sales reports to forecast sales and purchase products accordingly• Worked with vendors to ensure quality production and timely delivery• Received merchandise and allocated inventory appropriately between the distribution center and retail store• Entered invoices and credits for merchandise received and communicated any discrepancies with vendors to ensure that accounting records align• Maximized sales for all assigned product categories by integrating catalog, e-commerce, and retail store merchandising tactics• Designed and implemented streamlined processes to increase company-wide efficiencyPrevious titles:• Buyer-in-Training• Buyer/Merchandise Manager

• Created and maintained a Twitter, Facebook, and Tumblr for the department• Significantly improved office organization• Interacted with potential students and assisted with open houses

• Supervised a group of nine other students who worked to produce a sold-out show at the Virginia Museum of Fine Arts• Oversaw all publicity and marketing of the show• Responsible for managing the show budget

• Inventoried and cataloged nearly 200 wedding dresses in the Costume and Textiles Collection• Wrote detailed descriptions of each dress, utilizing appropriate fashion terminology• Entered data into a complex database system• Compiled information for visiting researchers

• Excelled in customer service and was named the top employee by the store manager• Assisted in floor sets and visual merchandising of the store

• Trained new employees in customer service, visual merchandising, and store closing procedures• Specialized in providing high quality customer service in a timely manner