As Shop Editor for Food52, we not only curated the online shop, but were also responsible for all marketing and sales messaging, ensuring that both product and text conveyed the site’s savvy yet approachable spirit.
We scouted kitchen, home and food items in New York and beyond, searching for the sweet spot between aspirational (hello, Carl Auböck brass peanut keychain!) and practical (just try to resist a Yellow Submarine tea ball.) In tandem, we created Garnish, an eye candy round-up of edible and tabletop products which complemented Food52’s weekly and seasonal editorial themes.
We developed another feature, Food Mood, as an additional way to illustrate the latest in food, home and lifestyle, forecasting and highlighting food and lifestyle trends.