My name is Lorena Siminovich, I grew up in Buenos Aires and moved to New York in my twenties, where I found a designer job in the classified section of The New York Times.
I went on to become Creative Director at Galison/Mudpuppy before moving to San Francisco, where I founded Petit Collage and grew it into a globally distributed children’s brand before its acquisition by Wild + Wolf.
I later moved to England to become Wild + Wolf’s Chief Creative Officer, leading a 50-person creative team across a £40m portfolio of consumer brands.
Eventually, another blank page beckoned. I founded Goodlines, where alongside designing brands and ranges for others, we created Kidoki and Inkerie with Kikkerland — both now multimillion-dollar global brands. Then we thought we’d make something small of our own. Roomytown started as a side project and became something else entirely — a multimillion-dollar global brand in its own right, sold in the best retailers from Anthropologie and Liberty to National Gallery.
I’ve spent my career starting things, growing things, making things — and occasionally starting all over again.
“Twenty-five years in, I still love the blank page.
I'm just much better at knowing what to put on it.”
Things We Can Talk About
What to make
New products
Range extensions
New categories
What to kill
Where the white space is
How to grow
Wholesale
Retail readiness
Pricing
New markets
Where the next opportunity might be
Brand & Positioning
What's working
What's not
Repositioning
Creative direction
Whether it's time to change
The Bigger Picture
What's next
Where to focus
What you're missing
What I'd do in your shoes
How can we work together
01
Office Hours
One question. One focused session.
Sometimes you just need someone experienced to look at the problem with you.
Bring me one specific thing that’s keeping you stuck — a product idea, a range question, pricing, positioning, a wholesale decision, what to launch next, or simply what would you do if this were your business?
A focused 75-minute session with practical, candid advice and a clear idea of what to do next.
02
Deep Dive
For the question that's bigger than an hour.
Some things need more than a conversation.
Send me the context — your range, numbers, brand, plans, deck, or whatever’s relevant — and I’ll spend time looking properly before we meet.
Then we’ll work through what I see: where the opportunity is, what’s getting in the way, what I’d change and what I’d prioritise next.
For bigger questions, we can also spend a half day together with the relevant people from your team.
03
Advisory
Need me in the room more often?
For established consumer businesses with a team in place that would benefit from an experienced outside perspective on the bigger brand, product, range and commercial decisions.
Typically a half day together each month, with time beforehand for me to get properly into the work.
I work with a small number of advisory clients at a time.
3-month minimum