pretti.cool — E-Commerce & Art Direction
E-Commerce & art direction · 2017–present
E-Commerce Build · Squarespace → Shopify Migration · Shopify Theme Migration (2024) · SEO, Listing & Agentic-Storefront Optimization · Photo Direction & Styling · Lifestyle & Product Photography · Email Program · Blog Architecture · Linesheet & Catalog · Wholesale Operations · Ongoing Storefront Ops Context
pretti.cool is the homegoods brand Kathrine co-founded in 2017 and has been a managing partner of since. The digital storefront — every platform era of it — and the imagery that fills it were built, directed, and maintained in-house.
Stand up the brand's entire digital storefront — and direct the imagery that gives it a reason to convert — then keep both current through every platform shift, without losing the brand. Approach
Three platform eras over nine years, the imagery system that runs across all of them, and the owned channels built on top.
- Built the original Squarespace site from scratch (2017)
- Migrated the store to Shopify (Jan 2019)
- Migrated to the current Shopify theme (2024) — the build the brand runs on today
- Directed and styled all brand photography in-house — studio, lifestyle, and partnership — for one consistent visual system across the catalog
- Architected the email program
- Built the blog structure (the cool kids' table)
- Runs ongoing storefront, linesheet and catalog, and 150+ wholesale relationships through the digital systems
A storefront only converts if the imagery earns it. We direct and style every pretti.cool shoot in-house — clean product context in the studio, use-case storytelling in the field — for a consistent visual system across 650+ active SKUs. It's the layer that turns a generic catalog into a brand worth buying from.
In the studio & in the field — clean product context, coordinated palette across categories, and the lifestyle scenes that show the goods in use.
Partner & hospitality work — entertaining moments, color-family bundling, and the brand collaborations we direct for hospitality and retail partners.
Selected custom & hospitality partners: Ace Hotel (Athens, Brooklyn, Chicago, DTLA, NOLA, Palm Springs, Sydney, Toronto), The LINE Austin, West Elm, Atelier Saucier, Huckberry, Trailborn Hotels.
Live StorefrontWhere it all comes together — the current pretti.cool storefront on the 2024 Shopify theme, the build the brand reaches customers through every day.
pretti.cool
pretti.cool/collections/...
pretti.cool/products/...
Left: collection page. Right: product detail page — both running on the 2024 Shopify theme migration.
Owned ChannelsEmail, blog, and wholesale catalog — the supporting channels built on top of the storefront and run through the same digital backbone.
Newsletter — the cool kids' table
pretti.cool/blogs
Spring 2026 catalog
Left: the newsletter. Center: the blog. Right: the seasonal linesheet — view the Spring 2026 catalog →
Built to be FoundA storefront only earns its traffic if people — and now the AI agents doing more of the searching — can actually find it. We rebuilt pretti.cool's discoverability layer end to end: resolving ~70 conflicting colorway meta descriptions, clearing the duplicate-content and out-of-stock signals that were holding pages back from indexing, and structuring listings so the full catalog surfaces cleanly across classic search and the agentic storefronts now routing discovery. SEO and agentic-readiness built into the storefront, not bolted on.
OutcomeThree platform eras — Squarespace (2017) → Shopify (Jan 2019) → the current 2024 theme — built and migrated without losing the brand. Every product directed and shot in-house for one coherent visual system; owned channels (storefront, email, blog, linesheet) all built and maintained in-house; 150+ wholesale relationships run through the same systems.
The reach, from 2017:
657
ACTIVE SKUS
150+
WHOLESALE PARTNERS
100+
ORGANIC PRESS FEATURES
15
BRAND & HOTEL COLLABS
Source: Shopify Admin API (974 products total, 657 active SKUs) and the pretti.cool press archive (100+ features across 67 publications); 150+ wholesale stockists, and 15 custom projects across 10 hotel and brand partners.
E-Commerce build, platform migrations, art direction and photography, email and blog architecture, and ongoing storefront ops: by Kathrine Gilmer of Aster House, co-founder and creative director of pretti.cool, 2017–present.
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