Shalom House
Brand voice, email, social and e-commerce for a family-run Judaica store in LA, since 2021.
The Hanukkah 2026 homepage banner I designed for shalomhouse.com
The brief
Shalom House is a family-run Judaica store in Los Angeles. In person, it's warm, personal and full of people asking questions. Online, it felt generic.
I run their digital marketing remotely from Barcelona. The goal: reach a younger audience and give them a reason to choose a real store over Amazon.
forest & sage for seasonal campaigns
What I did
- Wrote a brand voice guide with four messaging pillars and a welcoming, no-gatekeeping tone
- Refreshed web and product copy
- Moved the store to Klaviyo with a signup popup and abandoned cart flow
- Designed and wrote holiday campaigns and product launches
- Built a new navy-and-gold email template
- Instagram strategy, captions and Reels storyboards
- Shoppable gift guide carousels, like a 10-pick Tu B'Av gift guide
- Product descriptions and catalogs for new collections
- Launched a Shopify jewelry shop, then moved it into the main site
- Rewrote the kippah category for search
Designed and written for every holiday and launch.
Reserve now, pick up by Friday. Lulav & etrog pre-orders for Sukkot, with a simple three-step how-it-works.
For the dreidel collector. Launching the Blessing Collection, made with the Israel Museum in Jerusalem.
Kippah on, game on. Football season meets the store's best sellers: team kippahs.
Social
Instagram carousels, designed and written. The Tu B'Av pair ran back to back: a teaser to teach the holiday, then the gift guide.
Styled scenes for the store's Shabbat posts, art-directed and created with Weavy.
A trifold wedding brochure walking couples from ketubah to chuppah, with a checklist to bring into the store.
the year the store opened
running their marketing
of campaigns planned ahead
marketer doing all of it