Founder & Creative Director
I founded Férman at 18, and my first customers were girls my age. As I grew, I made a deliberate decision to grow the brand with me: shifting towards a more mature aesthetic, higher quality pieces and a customer willing to pay for that.
Increasing the average ticket required rebuilding perceived value at every level, better fabrics, a more refined visual identity, a more editorial communication style.
Each collection started with a research phase, pulling references from WGSN trend reports, vintage archive pieces from reference brands, and visual curation on Pinterest. The goal was to identify what felt relevant, wearable and true to the Férman woman before a single sketch was drawn.
References were compiled into moodboards that defined the collection's colour palette, silhouette direction and mood. From there, technical drawings were developed in Illustrator, flat sketches with construction details, fabric specifications and measurement guides, before moving into physical prototyping and fitting.
Art-directed all editorial and product photography, in-studio and on location. Responsible for casting, styling, set design, lighting and post-production direction.
End-to-end management of the Nuvemshop store, from order flow and sales tracking to product uploads, pricing strategy, discounts and customer experience improvements. Every sale tracked, every decision data-driven.
Managed the complete order pipeline, from payment approval and stock allocation to dispatch and customer communication. Used the sales history to identify seasonal patterns, bestselling SKUs and repeat customers.
Payment split across credit card and Pix, with consistent high-value tickets driven by the premium repositioning.
Wrote all product descriptions, balancing brand voice and customer confidence. Each PDP includes fabric composition, care instructions, model measurements, fit notes and size guidance to eliminate friction at the point of purchase.
The majority of Férman's traffic came from mobile. Optimised every layer of the shopping experience and designed mobile-specific conversion mechanics, including a welcome discount popup to capture first-time visitors.
Welcome code BEMVINDA, 10% off first purchase, helped convert new visitors and build the customer base.
Designed and implemented automated CRM flows, abandoned cart recovery, post-purchase follow-up and re-engagement sequences. Behavioural segmentation to deliver the right message at the right moment.
Customers could subscribe to the Férman newsletter directly from the site, receiving exclusive offers, early access to new collections and curated content. The newsletter became a direct channel to build loyalty and drive repeat purchases.
As the brand repositioned upmarket, the packaging needed to follow. Plastic dispatch bags were replaced with a custom branded box, a small but deliberate upgrade in the customer experience.
Built a Power BI dashboard integrating revenue by product category and purchases by state to better understand e-commerce performance. Insights identified Shorts as the leading revenue contributor and helped map regional demand patterns.
Led the visual evolution of the brand's Instagram, supporting its transition from a youthful, colourful aesthetic aimed at a younger audience to a more refined and cohesive resortwear and beachwear visual identity.
Early content featured vibrant colour palettes, expressive layouts and a more informal tone. As the brand positioning matured, the visual direction shifted towards softer, coastal-inspired tones, cleaner compositions and a stronger editorial styling approach.
This transformation enhanced visual consistency and contributed to a more sophisticated and lifestyle-driven brand perception.
