Custom-built tools that make selling online simpler, smoother, and smarter — for you and your customers.
I build custom e-commerce websites using WordPress and WooCommerce. Not by reinventing the wheel, but by working smart with the tools that already exist. The real value comes from knowing how to shape those tools into something clear, stable, and genuinely helpful—for both the business owner and their customers.
Over the years, I’ve built online systems that handle everything from traditional product sales to service bookings, memberships, recurring subscriptions, digital content access, and full-service logistics. Each one is tailored to match the way the business actually works.
What ties them all together?
- Strategic use of well-supported tools like WooCommerce, MemberPress, and WordPress core features
- Custom workflows that match real operations
- Simple, trustworthy interfaces for customers
- Clear admin views for the people running the business
- A focus on flexibility and ease of use, not layers of complexity
Custom doesn’t have to mean complicated. In fact, the best “custom” work is usually about clarity. The goal is to remove friction, save time, and support the long-term health of the business.
If you’re working on something that doesn’t quite fit the mold of a standard e-commerce platform, we can build something smarter. Something that works the way you do, and helps your customers feel like they’re in the right place.
Real Projects, Real Solutions
Here are just a few examples of how this approach takes shape in the real world. Each project started with a specific need, a few good questions, and a plan to build something that actually works.
Nicole Bryl Skincare
Celebrity makeup artist Nicole Bryl wanted an online home for her handcrafted luxury skincare line—one that reflected the high-end, personal nature of her Vitamin C-based system. The result is an elegant, brand-aligned site that streamlines product sales, communicates clearly, and feels like a direct extension of her own refined aesthetic and expertise.
Insta-Ken
High-gloss metal art prints, pulled straight from an iPhone and turned into gallery-ready pieces. This e-commerce site showcases the saturated colors and bold geometry of Kenneth Feldman’s Instagram photography, printed on polished metal. The platform handles product browsing, ordering, fulfillment, and customer communication, all with a visual punch that matches the work itself.
My Unnata Yoga
A custom video education platform for a longtime aerial yoga teacher. Students purchase and access curated collections of Unnata Yoga classes through a secure login system, built to scale as her video library grows. The site gives the owner full control over pricing, content, and delivery, without relying on or paying third-party platforms.
AU Student Storage
American University’s official student storage partner needed more than a shopping cart. This site collects a full set of service details during checkout—from dorm locations and pickup times to extra box orders and delivery instructions. Behind the scenes, the system organizes everything for the business owner, making busy seasons manageable.
DC School Storage
Serving George Washington University students for over 30 years, DC School Storage needed an online system that could handle both the complexity of moving logistics and the simplicity students expect. This custom site collects detailed service information, automates communications, and integrates with UPS for shipping, all while maintaining a fast, student-friendly interface.
Culinary Historians of New York
For a community passionate about food culture and history, this membership site supports both curiosity and connection. It manages annual renewals, member-only access, event info, and organizational content. The tone and structure match the audience—thoughtful, well-informed, and deeply engaged.
The Leschetizky Association
Dedicated to honoring a classical piano legacy, this site blends timeless design with modern function. Built for a passionate music community, it manages memberships, promotes live events, and supports donor engagement. The result is a calm, respectful digital space that reflects the depth and artistry of its audience.
