Working within the wedding, retail and flower industry, I developed a strong understanding of how thoughtful design shapes an experience — not just visually, but emotionally.

But building a small business also gave me something more practical: a clear understanding of how much sits behind the scenes — the constant decision-making, the pressure to get it right, and how often your online presence doesn’t quite keep up with the standard of your work.

I know what it feels like to outgrow your own brand, to feel slightly disconnected from how your business is presented, and to not always know where to start fixing it.

Over time, that instinct naturally extended beyond flowers into the digital space. I became increasingly drawn to how brands show up online — not just how they look, but how they feel, flow, and connect.

Now, through By Aska, I design aesthetic, intentional websites for small businesses who want something that reflects them properly — thoughtful, refined, and built with purpose, shaped by experience on both sides of the process.