Quietly essential.
The operational backbone for ecommerce brands.
An ecommerce consultancy and build studio. I help brands run on better systems — Shopify, Airtable, and the custom tools to tie it together.
Works with Shopify · Airtable · Klaviyo
01 — What I do
Strategy, systems, and the tools to run them.
I've spent years working in ecommerce — operating inside brands, not just advising from the outside. Baselayer is where that experience turns into working systems: the source of truth, the automations, and the apps your team actually uses every day.
Ecommerce consultancy
Shopify and ecommerce strategy grounded in years of actually running stores — merchandising, operations, launches and the unglamorous bits in between.
Airtable systems
Productised systems like the PIM: one source of truth for products, content and operations, built around your catalogue and synced into Shopify.
Custom apps & ops tooling
Bespoke Shopify tools that kill manual work — inventory and restock monitoring, pricing, media and merchandising — plus full apps when you need them.
02 — Selected work
Things built on Baselayer.
Airtable systems
LivePIM
A single source of truth for products, copy and imagery — first built for a leading streetwear label, now productised. Syncs straight into Shopify so the catalogue and the storefront never drift apart.
PIM is a product information system built on Airtable: one structured home for every product's data, copy, imagery and launch details. Your team works in a tool they already know, and everything syncs cleanly into Shopify — so the storefront always matches the source of truth. I set it up around your catalogue and workflow, then keep it running.
- Single source of truth for products & content
- Clean, reliable sync into Shopify
- Built around your catalogue, drops and team
- Set up and maintained — not just handed over
Events
LiveEvent Check-In
QR check-in with Shopify customer lookup and live guest lists, themed per brand. Built for a fashion label's events — and ready for any brand or venue that needs the door to run smoothly.
A check-in platform for brand events: scan guests in by QR at the door, match them against your Shopify customers, and run live guest lists across multiple devices — all themed to your brand. Built for a fashion label's launch events, and ready for pop-ups, parties and drops where the door shouldn't be the bottleneck.
- QR check-in + Shopify customer lookup
- Live, multi-device guest lists
- Brand-themed for each event
- Roles for door staff, admins and organisers
Shopify app
LiveMenu Scheduler
Schedule Shopify menu and navigation changes ahead of drops, sales and restocks — so the storefront updates itself at the right moment, without anyone staying up for it.
A self-serve Shopify app for scheduling navigation changes in advance. Queue up the menu for a drop, sale or restock and it switches over exactly when it should — no one manually flipping links at midnight. Live on the Shopify App Store.
03 — Get in touch
Let's build your baselayer.
Scaling a Shopify brand, or drowning in a process that should be automated? Tell me what you're working on and I'll come back with how Baselayer can help.