Gal Meets Glam Collection
Gal Meets Glam Collection was a modern dress brand rooted in timeless sophistication and effortless elegance. Launched in partnership with mega-influencer Julia Berolzheimer, we debuted in April 2018 with exclusive distribution at mass retailer Nordstrom.
$20M in revenue in Y1
Surpassed $35M before the end of Y2
As a founding team member, I helped build Gal Meets Glam Collection from the ground up, working closely with Julia and Thomas to define the brand’s voice, creative identity, and go-to-market strategy. It was a fast-paced, all-hands-on-deck environment that pushed me to grow as both a creative and strategic thinker..
Highlights:
Email marketing: Writing, designing, and producing seven weekly marketing emails, aligning content with product launches and editorial storytelling
Photoshoot direction: Leading quarterly product shoots, from creative direction through post-production
Lookbook creation: Developing monthly lookbooks that translated our brand aesthetic into a shoppable, editorial experience
Brand building: Creating key brand assets—from packaging and brand decks to retailer-facing materials and campaign messaging
Editorial voice: Authoring original stories to support community engagement and elevate the emotional connection behind each collection
Launching Gal Meets Glam Collection was one of the most rewarding and creatively fulfilling projects of my career; an opportunity to work alongside an incredible team of brand builders and contribute to a moment that resonated deeply and scaled quickly.
Brand Decks
Story Sample: Sweeping Skirts
Introduction Copy:
At Gal Meets Glam, we love pretty dresses with full, flowing skirts that make you want to twirl! Feminine, fun, and effortlessly elegant, these sweet details offer the perfect (and often unexpected!) finishing touch—and what better time to float around in something dreamy than a warm summer night? That’s why when we were designing our July Collection, we made sure to include lots of magical little moments. Take a peek at five sweeping skirts I can’t stop thinking about.
Style-Specific Copy:
The Bethany
The Bethany dress is my favorite twirl moment from our July Collection. With perfectly placed pleats and an elegant, airy design, this sweeping skirt delivers the perfect dose of whimsy before falling gracefully back over your frame. I love the shimmery satin finish for an extra touch of glamour!
The Kaye
Summer was made for lightweight crepe and garden hues. With darling details and an easy, playful design, our Kaye dress will have you craving a little afternoon adventure.
The Beth
To me, there’s nothing more exciting than sweet, subtle details—and that’s why our Beth dress is so special to me. An elegant scoop back and cascading skirt pop against covered arms and a classic high neckline.
The Zoe
Introducing our bounciest silhouette of the season! With a twirly, girly skirt and sweet bow detailing, our Zoe dress finds the perfect balance between polished and playful. I think this dusty, desert rose hue is perfect for a date night!
The Vera
Our Vera dress is completely inspired by vintage glamour. With a starlet silhouette and silky, sea glass finish, this dreamy little dress is a stunning choice for your most formal occasions.
Email Marketing: Welcome Series Flow
Welcome Email #1
Subject Line
A gift for you. Welcome to the Gal Meets Glam family!
Preview Text
We're so grateful to have you as part of the Gal Meets Glam family!
Welcome Email #2
Subject Line
The story behind your favorite dresses
Preview Text
Learn more about how Gal Meets Glam Collection came to be.
Welcome Email #3
Subject Line
Don't forget about your free scarf!
Preview Text
Your offer is about to expire! Don't miss your chance to receive a scarf on us.
Email Marketing: High-Performing Highlights
Subject Lines
A: How Julia finds inspiration in the colors of Charleston
B: Inspired by the Colors of Charleston
Preview Text
A single, special color can open the door to a world of ideas
Subject Lines
A: Three ways to style our most versatile dress
B: Our most versatile dress...in three colors!
Preview Text
The dress that half of our team added to their closets, here are three creative ways to style our Kate dress
Email Marketing: Monthly Launch Announcements
Lookbook Email
Sent pre-launch to alert subscribers that a new lookbook is available to view.
Subject Lines
A: Our July Lookbook is finally here!
B: View our July Lookbook one week early!
Preview Text
Enjoy this exclusive look at our brand new dresses, jumpsuits, and two-piece sets...
Launch Email
Sent upon collection launch, inviting subscribers to see what’s new.
Subject Lines
A: New Arrivals are here!
B: Shop our July Collection now
Preview Text
Our July collection just went live. Click here to see our newest dresses, jumpsuits, and two-piece sets…
B2B Retailer Email
Sent to retailers and specialty stores explaining how to access a monthly asset library.
Four Dresses Inspired By the Colors of Charleston
Kate: Our Most Versatile Dress in Three Colors
