Michaels is here for the makers.

People who take ordinary supplies and turn them into amazing, one-of-a-kind pieces of art are the catalyst for our brand. Their unique processes, die hard side hustles, and all their quirks make Micheals, Michaels.

Under this platform, I helped launched multiple campaigns to touch on key moments in time – the pandemic, the holidays, and millennial pink – turning Michaels into a purpose-driven brand, resulting in an unsolicited $5B acquisition of the company.