We were brought in to build Alicia Adams Alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Michael J. McBride
Founder & CEO, Atelier Commerce
We were brought in to build Alicia Adams Alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Michael J. McBride
Founder & CEO, Atelier Commerce
We launched on impact.com in October 2025 with no prior platform and no prior partners. Eight months later, the program is producing a 17x return on partner cost, paid search CAC is down 34% year-over-year, and the brand's acquisition surface is measurably wider. Affiliate did the work affiliate is supposed to do.
We launched on impact.com in October 2025 with no prior platform and no prior partners. Eight months later, the program is producing a 17x return on partner cost, paid search CAC is down 34% year-over-year, and the brand's acquisition surface is measurably wider. Affiliate did the work affiliate is supposed to do.
Creative сhallenges
Alicia Adams Alpaca had never run an affiliate program. There was no platform, no commission ladder, no publisher relationships, no tracking infrastructure, and no measurement baseline. Paid media was carrying the cost of audience development on its own.
Heritage and craft brands are notoriously difficult to staff with the right publishers. The wrong mix degrades the brand faster than it grows revenue. Coupon-led placements would have eroded the price integrity that defines the category. The brief was structural, it required a publisher mix that could carry editorial weight, and it started at zero.
Creative сhallenges
Alicia Adams Alpaca had never run an affiliate program. There was no platform, no commission ladder, no publisher relationships, no tracking infrastructure, and no measurement baseline. Paid media was carrying the cost of audience development on its own.
Heritage and craft brands are notoriously difficult to staff with the right publishers. The wrong mix degrades the brand faster than it grows revenue. Coupon-led placements would have eroded the price integrity that defines the category. The brief was structural, it required a publisher mix that could carry editorial weight, and it started at zero.
Building the editorial distribution layer
Reviews surface (May 2026) - table (header row + 5 data rows, 3 columns):
The commission ladder was calibrated to a heritage AOV and a long consideration window, rewarding partners who could build credibility around the craft story. The publisher mix was led by editorial and lifestyle publishers, interiors editors, fashion and travel writers, with a measured layer of comparison and review partners. Coupon and loyalty placements were intentionally deprioritized to preserve price integrity. impact.com became the single attribution surface, and the partner-discovery tooling required to recruit at scale.
Building the editorial distribution layer
Reviews surface (May 2026) - table (header row + 5 data rows, 3 columns):
The commission ladder was calibrated to a heritage AOV and a long consideration window, rewarding partners who could build credibility around the craft story. The publisher mix was led by editorial and lifestyle publishers, interiors editors, fashion and travel writers, with a measured layer of comparison and review partners. Coupon and loyalty placements were intentionally deprioritized to preserve price integrity. impact.com became the single attribution surface, and the partner-discovery tooling required to recruit at scale.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
