Louella

Two women with dark skin, one standing behind and smiling, the other seated and holding a sunflower, both dressed in dark and beige clothing with minimal makeup.

In 2017, I launched my own brand consultancy—and my very first client was Olympic medalist Ibtihaj Muhammad, who entrusted me with building her fashion brand, Louella. Taking that leap into entrepreneurship was both daunting and necessary, and Louella became the project that proved my ability to translate vision into reality.

As a consultant, I wore many hats, guiding the brand from concept to execution. My work spanned brand positioning, creative direction, marketing strategy, design, production, and digital presence. In short, I stewarded every part of the brand’s identity and rollout, ensuring Louella was not just launched but positioned to thrive.

This experience taught me the power of trust, the depth of resilience required to start something from scratch, and the satisfaction of watching a brand grow from idea to marketplace. It was the first proof point of my consultancy, and I remain proud of the creativity and strategy that shaped Louella.