Matriarch Advisory

Your business
at your

pace.

Every week I sit down with your business. Research, strategy, honest opinion — written down, thought through, yours to keep. This is what that looks like.

Every client gets a day.

01

We start with a focus.

At the start of every quarter we anchor on one clear thing — the thing we make sure moves each week. Everything else that comes up gets addressed too, but the focus is what we never let slide.

02

You drop things on me any time.

By email, by DM, or straight into the shared workspace. I'll come back within a day or two — sometimes with a quick thought, sometimes with "I'm going to dig into that properly on Thursday."

03

Your day happens regardless.

Every week I sit down and work on your business. Your day is yours. The work lands in the workspace — research, thinking, a clear next step.

04

You tell me what happened.

Did you try what I suggested — and what did it do? Does the framing resonate when you actually use it? The work I do next week is built on what I learn from that. That's the whole ask.

The shared workspace

A living document
for your business.

It grows with you. Holds the full picture — what we've learned, what we're testing, what you've decided, where you're going. Scroll to see what's inside.

📋

Wren & Thread

Work In Progress


📌 Current focus

Getting the Shopify store converting — move traffic from Instagram into actual sales, not DM conversations.

From Nelle this week

I've looked at the product pages — the copy is doing the right thing but the photos are inconsistent. The two shots with natural light are doing real work; the flat lays aren't. Can you reshoot the flat lays in the same light as the hero shot for the linen jacket?

Also looked at your Instagram CTAs — every caption ends in DMs. I want to talk about adding a direct link path alongside the DM option. Will dig into this Thursday.

Questions for next week

How did the market last weekend go — what sold, what didn't?

Did you try adding the price to your Instagram captions? What came back?

Are the upcycled pieces priced separately from remade-to-order? I want to understand the margin difference.

📊

Wren & Thread

Business Summary


The business

Wren & Thread makes clothing from other clothing. Upcycled deadstock and secondhand garments remade into limited pieces. Based in Melbourne. Sells via Shopify and weekend markets.

Where it's at

Instagram following of 2,100. Strong engagement. Markets converting well — online store is not. Pricing is strong but invisible externally. No clear anchor product.

What we know

✓ Market and online customers are different people

✓ Natural light photography significantly outperforms flat lays

✓ DM conversations are warm but have no clear conversion path

Pages inside

↳ The Offer

↳ The Customer

↳ Platforms & Sales Channels

↳ The Revenue Model

🏷️

Business Summary → The Offer

The Offer


What it is

Two streams: upcycled deadstock pieces (limited, one-of-a-kind) and remade-to-order (customer brings a garment, it comes back as something new).

Pricing

Upcycled: $85–$220. Remade-to-order: $120–$350 depending on complexity. Pricing is right. It's not visible enough externally.

The open question

Is remade-to-order the anchor product that earns trust and converts to repeat purchases — or is it a separate customer entirely?

Nelle's take

The remade-to-order service is the most differentiated thing you do and it has almost no presence on the website. It should be the first thing someone sees.

👤

Business Summary → The Customer

The Customer


Market customer

Browses, touches the fabric, buys on feeling. Lower AOV but fast conversion. Comes back to the stall specifically.

Online customer

Arrives via Instagram. Knows the brand. Needs more — the story of the piece, proof of quality, a clear path to buy. Currently gets routed to DMs.

Remade-to-order customer

Has an emotional attachment to a garment. Wants it transformed, not replaced. Almost always becomes a repeat customer.

Three distinct customers. One website trying to serve all of them the same way. That's the thing to fix.

← scroll to explore →

Let's talk about

your business.

No discovery call. No commitment. Just tell me what you're working on and I'll come back to you with a recommendation.