I joined the fashion merchandising team at DigiStyle at a moment when the category needed a new kind of momentum. The platform was operating primarily as an online retailer within the Digikala ecosystem (described as Iran’s Amazon-equivalent), and the market was tightening—import limitations and assortment gaps were making it harder to sustain growth through international supply.
The path forward wasn’t simply more product. It was a better system: expanding access to regional talent and building a national market for designers who had previously been limited to selling through their own boutiques. What mattered most to me was the narrative—how we built a story that designers could trust and customers could recognize.
That became the Designer Project: a marketplace-style initiative to onboard and launch designer luxury on DigiStyle. I didn’t approach designers as suppliers—I approached them as collaborators; getting their insights, understanding their needs, working rhythm, and what they required to show up confidently inside a larger marketplace was the key. That closeness helped the launch move quickly, stay human, and stay true to designers’ intent while meeting the operational realities of e-commerce.
I worked directly with designers to bring them onto the platform, translating their work into a digital retail language without flattening what made it distinct. This meant end-to-end coordination: onboarding, relationship management, product preparation, photographing their work, and building their presence through clean product pages and coherent presentation.
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