Gemma Campbell. Ecommerce first, agency second.

The store side of the business

Most agency founders come from marketing. I came from the store. Running my own boutique and online Christmas store meant doing every job myself: choosing stock, writing product pages, shooting and editing images, setting up email, fixing the theme at midnight before a sale, and watching what actually turned visitors into customers. Seasonal retail in particular teaches you fast, because a Christmas store has a few weeks to get it right and no second chance until next year.

That operator's view shapes how I work. When I look at a product page I'm not just checking title tags; I'm asking whether a shopper would understand what they're buying, trust it and know when it will arrive. When I plan SEO, I start with the collections that make money, not the keywords that look impressive in a report.

Inside other agencies

As a freelancer I delivered Shopify builds, SEO, copy and email for other agencies' clients. I saw what worked, and I saw the pattern that pushed me to start : established Shopify brands paying for ads just to hold their position, agencies that sell a senior retainer and pass the work to juniors, calls that eat into the week, reports that arrive late, and SEO and email managed in separate silos. Meanwhile, AI search is changing how customers discover brands, and most stores aren't ready for it.

Why a second agency, and why now

Search has changed. Shoppers now ask ChatGPT, Google's AI features and Perplexity what to buy, and the brands that get recommended are the ones that are easy to read, consistent and trusted across the web. That needs SEO, AEO, conversion and email working as one system, owned by someone who has run the store side of the business. That's the gap fills.

Proof first, on our own site

Every method is tested first on LUSTRE Mag, my own publication, which earned 3,033 Google impressions within three weeks of launch and was cited by ChatGPT in 4 of 20 test questions. Read the LUSTRE case study.

The same approach delivers for clients. I ran an Australian beauty and haircare retailer end to end, growing it from about $100 a week to around $45k a month in sales. For an established Australian fashion boutique, I rebuilt the site and started an SEO-led blog, and its estimated organic traffic nearly doubled in eight months.

How we work

• Async by design. Written reports, with an optional video walkthrough. No calls, ever.
• One specialist. The person who audits your store is the person who does the work.
• No paid ads. Organic search, AI answers, conversion and retention.
• Honest numbers. Real data, dated checks, and no guaranteed rankings.

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