I started as a software engineer building mobile apps. Over ten years that turned into architecture work, then digital marketing, e-commerce, manufacturing, and eventually running my own company.
For a long time those looked like separate chapters. Now I read them as one story.
Software taught me how to turn an idea into a working product. Marketing taught me that a good product means very little if nobody understands why they need it. E-commerce taught me how customers actually behave: what earns their trust, what makes them buy, what brings them back. Manufacturing taught me the physical side of a business, suppliers and production and quality and margins and fulfilment, and the hundreds of small details hidden behind something that looks simple to the customer.
Entrepreneurship taught me the lesson that reframed all the others. Building something is very different from owning the outcome.
Becoming a founder
For years I built products and businesses that belonged to other people. Eventually I wanted the whole thing: finding the problem, designing the product, getting the first customers, making the mistakes, fixing them, and turning it into a real company. That decision brought me to the UK, and to Closetary.
Closetary started with a simple observation. Most people already own more clothing than they use. Wardrobes are full and we still stand in front of them wondering what to wear. Perfectly good clothes sit forgotten at the back, we keep buying more, and the way we manage a wardrobe has barely changed while the rest of our lives went digital.
So I got interested in a bigger question. What if your wardrobe could understand what you own and help you make better decisions with it?
Building Closetary
Closetary is an intelligent wardrobe platform built to make the clothes people already own more useful. It goes further than cataloguing. I want it to help people see everything they own, find outfits they did not know they had, buy more deliberately, keep clothes in use for longer, and eventually reach resale, repair, tailoring and donation without friction.
It runs on iOS and Android, and the recognition work happens on the device itself, so your wardrobe stays on your phone.
I am building it step by step. Some days that means the business. Other days it means a user journey, product architecture, a conversation with someone in fashion, a technical problem, customer research, or throwing out an assumption I was certain about a week earlier. That is the part of company building people rarely see. There is no finished roadmap sitting on the table. You build, you learn, you change direction, and you keep going.
More than one company
Closetary is the main thing I am building. It is not the only thing I am interested in building.
My background sits where technology, commerce, manufacturing and entrepreneurship meet, and I keep experimenting across all four. Sometimes that means software. Sometimes a small online tool. Sometimes a physical product. Sometimes it is just testing an idea to find out whether a real problem exists.
Not every experiment needs to become a startup. Some fail. Some make a little money. Some teach you something you use years later. Once in a while, one turns into something much bigger than you imagined.
Why I share the journey
I built this site to document the process while it is happening, not from the comfort of hindsight. There is already plenty of advice written by people who know how the story ended.
I write about startups, AI, software, e-commerce, manufacturing, product development, marketing and the practical reality of starting things. That includes the parts that work. It also includes the mistakes, the abandoned ideas, the hard decisions and the experiments that went nowhere.
Building in public. Learning in public. Making useful things along the way.
This is my founder journey, and it is still being written.