Hello there, I’m Joanna

But before email strategy became my playground, I spent years on the shop floor and behind the scenes of the fashion industry. In Melbourne, I co-founded Thread Den, an ethical fashion store and sewing lounge that grew a fiercely loyal community of independent style lovers. 

These years in the trenches of retail taught me what it really takes to build a brand that lasts, not just pretty products, but marketing  that connects and converts.

Before Thread Den, I worked in agency life with global retail brands, honing my skills in strategy, copywriting, and social media. Those years gave me the polish and perspective of big-brand marketing, but my heart has always been with independent fashion and lifestyle labels doing good things in the world.

Now, with 15 years of marketing under my belt, I’ve carved out my niche: helping responsible fashion and lifestyle brands turn email into a reliable revenue stream. As a Klaviyo expert, I build email strategies that feel seamless, sound like you, and quietly generate sales in the background — so you can focus on creating, not constantly chasing the next marketing trend.

I’m not about shady tactics, noisy gimmicks and heavy discounting. My approach is sustainable, sensible, and stress-free marketing that does more with less. Because good fashion deserves good marketing, and your customers deserve emails they actually want to open.

Grab a cuppa, get comfy, and get in touch. Let’s get your email marketing working as hard as you do.