Hi, I'm Naru.
I've been on your side of the screen.

I started in B2B software sales. I learned so much for that role, including that— I was built to create my own products. One weekend I discovered dropshipping on Shopify, went all in. I found success vey quickly and taught myself everything from store builds to paid ads, and started profiting online. That was 2017.

Within my first year, I'd sold two dropship stores as and built enough momentum to get recruited by IGNITE to launch their apparel and merchandise line and build their ecommerce site. That became my first freelance contract — and the start of a career where brands kept coming to me because I understood ecommerce from the inside, not from a textbook.

Since 2017, I've been hired by brands across beauty, jewelry, food, and apparel — not to give advice from a distance, but to get inside the Shopify admin and make decisions that directly move revenue. I've managed full site rebuilds, led platform migrations, optimized conversion funnels, and run the day-to-day operations that keep stores profitable.

For e.l.f., I ran QA testing across devices and browsers for their sub-brand. For Daniel's Jewelers, I handled merchandising, conversion analysis, and their migration to Shopify. For Sanders Candy, I worked with a dev agency to rebuild both their consumer and corporate sites from the ground up. My last role was Ecommerce Manager at Catalyst Creative, overseeing Party Pants and Ezekiel — managing merchandising, operations coordination, and aligning marketing with the store experience.

Every one of these brands trusted me with their store because I don't just understand Shopify — I understand what makes a customer buy. The difference between a store that sells and one that doesn't is almost never the product. It's the experience around it. That's what I fix.

I launched Illusion Apparel — a streetwear brand built on the idea that everything we believe to know is an illusion, and we can accomplish anything we imagine. I designed every piece myself, built the store, shot the product photography, and ran the ads.

Watching models wear clothes I designed. Seeing my own products sell to strangers on the internet. Running every part of the operation from design to fulfillment. That experience gave me something no freelance contract could — I know what it's like to be the founder, not just the hired expert. The brand evolved. Illusion Apparel became Illusion Labs — same name, bigger mission.

I moved to Hawai'i because I'd always wanted to live here — not for a vacation, but for the pace. There's a clarity that comes from being removed from the constant noise. I don't believe in overcomplicating things. I believe in sharp decisions that move the needle.

I built Illusion Labs because I needed it and it didn't exist. When I was running my own stores, I wanted someone to look at my funnel and tell me exactly what was broken — not in theory, but in Shopify, with the exact steps to fix it. Nobody offered that. So I built it.

The Diagnostic is free. The Lab Report tells you what's broken and how to fix it. The Lab Session is me, inside your actual store, fixing it with you. Everything I learned from 8 years as an operator — turned into a system that does what I wished someone had done for me.