The People’s Consigliere

When I founded Shelf Syndicate in 2025, I fueled a passionate vision to blend my entrepreneurial and artistic talents and create a blueprint for a company that supports emerging tier-two and tier-three consumer product startup brands. These brands seek a fully operational, optimized brand activation experience that clearly defines their identity for both retailers and consumers. Most importantly, as the Chief Brand Architect of Shelf Syndicate, our goal is to represent innovative products ready for breakthroughs. We envisioned a networking brokerage firm that values our clients and shares their dreams, challenging established tier-one products in culturally complex markets to win a cultural battle for retail dominance. We aim to help new brands revitalize the retail landscape and build the foundation of their brand identity and legacy.

Shelf Syndicate offers a comprehensive shopping experience in brand activation, including brand storytelling, live pop-up brand experiences, and retail public relations. We treat every brand as if it were the star of a blockbuster film. Each brand we work with creates a scene worthy of the big screen, and we see retail shelves as part of the movie, because, to The Syndicate, every shopping experience is like cinema vérité. The Family Syndicate takes pride in delivering products to consumers and creating eye-catching commercial art. Our Outfit welcomes new members with steadfast loyalty and dedication to their brands and consumers. The Syndicate shifts the focus to highlight your flagship hero product.

Person sitting on a sports track holding a large red magazine titled 'Shelf Synticate' with the subtitle 'The Velvet Rope of Retail' and a tagline 'Retail is Our Red Carpet Event'.
People mingling at an elegant party or event with red curtains, a chandelier, and floral decor.
A woman with blonde hair gazes upward with a dreamy expression, surrounded by people wearing metallic masks at a dimly lit, elegant dinner party with candles and ornate decorations.
Frosted cupcake with cream cheese frosting and red sprinkles on a fork, with diamond jewelry in the background.
Group of people wearing metallic masks surrounding a woman with blonde hair, at a dimly lit event with red background and table with wine and snacks.
A red tote bag with the text "Shelf Syndicate, The Velvet Rope of Retail" in bold letters, lying on a reddish-brown textured surface, with a person sitting nearby.

the Architect

What motivated our Brand Architect to design our luxury-style brokerage firm based on the old family code of ethics is our experience working for startup brands, helping them place in stores as in-house employees. It was in these different settings that we saw how CPG shelf management works and the importance of partnering with wholesaler distribution giants like UNFI and KeHE. I saw how intermediaries were misaligned and misrepresented, overpromising and underdelivering on suppliers’ products to target markets across their US regions, affecting retail shelves focused on achieving goals. 

As an employee and point of contact between upper management and the brokerage firm’s sales representatives, we discreetly observed fluctuations in their unfulfilled service requests. We had front-row access to underperforming shelf management firms that, month after month, undersold the manufacturer’s product to a network of retailers, failing to meet the targeted monthly quotas. We confronted boutique brokerage firms whose sales representatives were minimally responsive to calls and emails, which hampered valuable follow-ups with retail supermarket chains. We couldn’t believe that brokerage firms managed to slip through the cracks by underdelivering, yet still sent their monthly retainer invoices for payment. It was alarming that, as in-house Account Managers, we individually met the intermediaries' quotas and successfully brought hundreds of retail chains and gas stations to carry our product, plant-based jerky. This experience profoundly shaped my life as it gradually aligned with our chosen venture. 

Close-up portrait of a confident man with slicked-back hair, illuminated by dramatic lighting, against a maroon background.
A woman with platinum blonde hair and gold hoop earrings is inside a car, adjusting the rearview mirror. The mirror reflects her eyes. The scene is lit with red and orange lighting.
A woman with dark hair and red lipstick poses against a red background, with shadows cast across her face and body, creating a dramatic effect.
A woman with dark hair and red lipstick reclining on a surface with a red and black background, wearing a shiny black garment.

Call of Action

Although the vegan jerky brand no longer exists, after I left the company to lead a construction firm, we envisioned a business that would combine our brand identity, pitch deck skills, digital marketing, public relations, and event planning into a successful venture. We've always been passionate about startup brands breaking cultural barriers, and we aimed to support their journeys on a broader scale. One day, everything clicked. Our passion for brand packaging and brand book design aligns with our limited experience as covert brokers between suppliers and retail shelves. We gradually developed a seamless integration of CPG shelf management, brand development, design, and marketing. 

What emerged was Shelf Syndicate—your trusted retail consigliere. We see our brand portfolio as an extensive network of connected family members and partners worldwide. Each member brings energy and their unique culture to our team. Together, we are launching a new generation of brands set to revolutionize consumer products and commerce forever. Our syndicate helps tier-two and tier-three startups grow and become part of popular culture.

A young woman with sunglasses and a red t-shirt standing on a tennis umpire chair outdoors on a sunny day.
Red cards with the motivational phrase "It's the thought that you'll count" printed on them, scattered around.
Woman sitting on a chair with red curtains behind her, reading a newspaper that partially covers her face, wearing red heels. The scene is dark with a spotlight on her legs, creating lens flare effects.
Elegant red-curtained dining area with a round table set with glasses and surrounded by red chairs, illuminated by a large white spherical light and modern hanging gold pendant lights.
Close-up of a woman with red lipstick and nail polish, holding a red vintage telephone receiver, wearing a pearl necklace.
A red cardboard box labeled "SHELF SYNDICATE: THE VELVET ROPE OF RETAIL" hanging on a green metal chair near a tennis court.

Storefront Heroes

Our associates and consigliere work tirelessly to support our nuclear family. Our syndicate rolls out red carpets for brands that matter. We erect merchandisable monuments and steamroll hero products into storefronts with a feverish heatwave. Now that you’ve cut through the lines inside our Members-Only velvet rope, the syndicate will handle the rest.

Shelf Syndicate states that the world revolves around our family’s brand.

Red magazine titled "Shelf Syndicate: The Velvet Rope of Retail" resting on a metal mesh trash can on a green and tan floor.
A lavish room with ornate wall and ceiling decorations illuminated in red light, chandelier hanging from the ceiling, and people gathered inside.
A group of human figures dressed in red, intertwined and reaching out, with a large red moon in the dark background.
A cozy dining area with a round marble table, a red velvet booth, and a matching red velvet chair. On the table, there is a small lamp, four glasses, and some flowers with two long stems.
A hand with red-painted nails holding a halved pomegranate over a silver tray with more pomegranate halves on a decorated table.