Bringing a performing arts retailer into the digital era
The Stage Shop, a long-standing performing arts retailer, needed to expand beyond its brick-and-mortar presence to reach dancers and performers across Australia. The brand required a complete e-commerce platform, compelling visual content, and operational systems to support both online and in-store customer experiences.
Creating an authentic connection with the community
Through photography direction with dancers and young performers, I strengthened the brand's storytelling and deepened its connection with the performing arts community. This visual approach, combined with strategic social media and community partnerships, positioned The Stage Shop as more than just a retailer, but a genuine part of the performing arts world.
I built and launched The Stage Shop's Shopify platform, establishing Australia-wide e-commerce capabilities and implementing integrated inventory systems, booking tools, and a customer loyalty program to streamline operations and enhance the customer experience.
A standout achievement was launching a new ordering system for a niche product category, supported by a targeted digital campaign that generated $15,000+ in online sales within just 2 weeks. My photography work was successfully featured in Dancetrain Magazine and Dance Australia Magazine, while collaborative partnerships including Burnside Village community engagement initiatives strengthened the brand's local presence and audience connection.
