For Apple, for millions of customers, and now for myself. Advice is cheap when you no longer ship — so I still ship, and I publish the decisions, the numbers, and the mistakes as I go.
Running two e-commerce brands taught me how much storefront tooling gets in the way of small brands.
Velosite is a multi-tenant storefront platform: AI-assisted page building, commerce, and a built-in marketing engine — designed so an AI agent can author and publish a whole site through a governed connector. This site runs on it, and this page was authored by an agent through that connector.
In active development. I share progress, decisions, and mistakes in the Building in Public series.
$ velo status --tenant shrisdevtheme published ✓chrome published ✓ header · footerpages 11 live ✓forms 4 open ✓ A · B · C · newsletteragent mcp connector · contract 2026-08-16next /blog seed posts
Today it's two distinct brands doing over $250k a year across the US, UK, Canada, Mexico, and Australia — on Amazon, Etsy, and Walmart.
Neither brand is a “jewellery brand.” Each is defined by the customer it serves, not the products it sells. Stackable Creations serves the self-expressive buyer — cosplay, alt fashion, 90s nostalgia; bold statement pieces with a 1,700+ review moat. Swogue serves the woman who never takes her jewellery off — waterproof, non-tarnish pieces that keep up with her life. With you. Wherever you go.
Everything I know about product selection, marketplace ads, and operations, I learned here — usually the expensive way.
I built and led teams behind Apple ID — sign-in, account management, and device provisioning for hundreds of millions of users. I grew Apple's India Identity engineering team from zero to twenty engineers, shipped security and fraud-prevention initiatives, and learned what it takes to run systems where failure makes the news.
Public-safe by design: no internal details here. If you're a founder wondering what that experience buys you, that's the consulting conversation.
Marketplace seller tools, AI experiments, and whatever the brands need next. The newsletter is where these show up first — roughly twice a month, plus my agentic workflow checklist when you subscribe.
