Events
I plan and lead our in-store events at Saint and Sofia, handling everything from concept to on-the-day coordination. I organised our Monmouth Street party, including a colour analysis activation, a non-alcoholic wine bar, and partnerships with neighbouring shops to create goody bags for the first 100 guests. I also produced our Alexandra Fullerton styling masterclass, hosting an intimate session with the celebrity stylist and eight attendees.
I led our involvement in the Covent Garden Monmouth Street Summer Party, managing all in-store activations and organic social promotion. Leading up to the event, I filmed and edited Reels and captured photography to build awareness. I worked closely with our Influencer Marketing Coordinator and Head of Affiliates to partner with other Monmouth Street stores, which allowed us to create goody bags for the first 100 customers. I also organised and hosted a Colour Analysis pop-up in the store, securing one of our partner influencers to lead the sessions. I created the event email, set up guest registration through Eventbrite, and designed printed colour season brochures paired with product recommendations. The activation was a major success and has since led us to train our store team in colour analysis and add it as an ongoing appointment option.
Monmouth Summer Street Party
I planned and ran our Alexandra Fullerton styling masterclass, inviting 8 VIP customers for an intimate in store session. I created the promotional email and managed guest booking through Eventbrite, and acted as the main point of contact for Alexandra throughout. I sourced all clothing and equipment needed for the event, and on the day I captured social content, supported our junior designer with behind-the-scenes photography, and assisted guests with sizing and styling. The event was a strong success, resulting in a significant lift in engagement and doubling store sales for the day.
