About me
Hi, I’m Boryana.
Most of the brands I work with feel like something isn’t quite right, even if the store looks “fine” on the surface.
They’ve usually tried different things, but nothing really sticks.
In most cases, it’s not a traffic problem.
It’s the structure, the messaging, and how everything is put together.
What I See Most Often
Most founders I work with have already tried multiple things.
New themes. Apps. Ads. Freelancers.
The store looks decent, but results feel inconsistent.
That usually leads to more changes, more tools, and more guesswork.
The problem is rarely effort.
It’s lack of structure.
How I Approach Ecommerce
I don’t approach this as a design project.
I look at the store as a commercial system.
That means aligning:
- Structure
- Messaging
- Creative
- Conversion
When these are disconnected, the store underperforms.
When they are aligned, everything becomes clearer, both for you and for your customer.
Experience
Over the past years, I’ve worked with 1000+ ecommerce brands across the UK, US and Europe.
In many cases, I’ve stepped in when stores looked polished on the surface, but lacked clarity underneath.
The work has ranged from full store builds to restructuring existing stores and improving conversion.
How I Work
I work best with founders who want to build something properly.
That means:
- Focusing on structure before scaling
- Making decisions based on clarity, not trends
- Prioritising long-term performance over quick fixes
- Looking at the store as a system, not isolated tasks
I’m not here to apply random changes.
I’m here to help you build something that actually works.
Start With Clarity
If your store feels inconsistent, unclear or underperforming, the best place to start is understanding where the structure is weak.