One platform. One focus. The real thing.

I came to Shopify the way a lot of specialists do — by fixing other people’s work. Early on I built and rebuilt enough storefronts to notice the same things going wrong everywhere: themes bloated past the point of loading, organic traffic bleeding from defaults nobody managed, and conversion left entirely to chance.

The brands that suffered most weren’t the ones doing something wrong. They were doing everything right at the top of the funnel — good products, real traffic, serious ad spend — and quietly losing it all to problems they couldn’t see and their generalist developers couldn’t name.

So I narrowed. I dropped every platform but Shopify, every service but the three that move revenue, and every vertical but the DTC health, fitness, and beauty brands whose patterns I understand deeply. The focus isn’t a limitation. It’s the entire value — it’s why I can walk into your store and recognise the leak before you’ve finished describing it.