Founded and ran Tray, a home goods brand
Ran the brand as founder for two and a half years: product, manufacturing, brand, sales, finance, and team
2024-26 · Tray
ProductContent & brandOperationsFinanceDesign
Designed and launched the tray.design online store
The brand's storefront: design system, customer journey, a cart that splits into shipments, and a customer account
2026 · Tray
UX/UIProductDesignDevelopment
Built a custom CMS and CRM for an online store
Our own admin system instead of InSales: orders, customers, catalog, content, and analytics on one database
2024–25 · Tray
OperationsAnalyticsIntegrations & automationProductDevelopment
Home product development: from idea to production
I come up with products, find manufacturers in China and Russia, make samples, and launch them: Homnay mirrors and shelving, furniture, lighting, textiles, backpacks
2019-26 · Tray
ProductDesign
Built real-time finance tracking and P&L
Our own books instead of FinTablo: bank sync, auto-categorization, cash flow, P&L by channel, and a balance forecast
2026 · Tray
FinanceAnalyticsIntegrations & automation
Built email marketing into my own CMS: campaigns, segments, triggered emails
A catalog-based email builder, AI drafts from a brief, purchase-based segments, and emails the system sends on its own
2025-26 · Tray
Content & brandIntegrations & automationAI-assisted buildProduct
Set up an AI agent: store monitoring and fixes for review
Checks the store every two hours, finds bugs, and sends fixes ready for review
2026 · Tray
AI-assisted buildIntegrations & automationOperations
Came up with and launched UTRO, a bed linen brand
Came up with and launched the brand: product, packaging, website, and a made-to-size calculator
2019-25 · UTRO
ProductContent & brandUX/UIDesign