Client/Company: Rustico, a premium leather goods company specializing in handcrafted products for lifestyle and corporate clients. Known for quality, tradition, and customization.
The Challenge:
Rustico was scaling rapidly - from retail goods to a booming custom product business. But they lacked a clear product development framework, and creative output was siloed. They needed to:
- Launch high volumes of new products efficiently
- Maintain brand consistency across thousands of customizations
- Evolve both their DTC and B2B presence while protecting their premium image
My Role:
As Director of Product Development, I led the creative and strategic vision for product expansion, brand refinement, and operational design systems. My scope blended:
- Product lifecycle creation
- Customization systems for client projects
- Vendor and materials sourcing
- Cross-functional team collaboration with sales and marketing
What I Did:
1. Built a Scalable Product Development Pipeline
- Created a custom Product Lifecycle Management (PLM) process from scratch
- Managed ideation through prototyping, vendor sourcing, testing, and launch
- Led development of 115+ new products in 2022, resulting in $1.2M in revenue
2. Led Custom Product Design at Scale
- Developed and maintained an extensive catalog of custom products for thousands of clients
- Created templates and systems to streamline design and production for personalization
- Balanced individual branding with Rustico’s core visual identity
3. Managed Global Vendor Relationships
- Sourced premium leather from international tanneries
- Worked closely with vendors to ensure quality and supply chain flow
- Introduced new materials and finishes to align with evolving brand positioning
4. Directed Shopify Expansion
- Oversaw creative direction and merchandising for Rustico’s Shopify Collective integration
- Ensured brand voice and product visuals were consistent across all platforms
Results:
- Generated $1.2M in new product revenue in a single year (2022)
- Scaled Rustico’s ability to fulfill thousands of custom client orders
- Streamlined product development workflows and reduced time-to-market
Strengthened brand identity across retail and B2B through consistent product experiences