Caraa is a New York-based brand creating bags designed for the moments, milestones, and everyday routines that shape a woman’s life.

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I lead Art Direction + Lead Photography, which basically means I’m the one shaping how the brand looks and feels everywhere it shows up.

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I concept, shoot, and build everything end-to-end: from pre-production (casting, locations, planning) through production (photo + video shoots) into post (editing, retouching, final selects).

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Beyond the shoots, I’m also building out how the brand shows up day to day — designing emails and ads, shaping the website for each launch, and writing and refining the language across social so it all feels consistent. I work closely with the social team to keep everything aligned, from what we post to how it sounds and feels.