Mae Bradtke

Why this persona fits the audience

Co-founded a Shopify-based womenswear brand in New York with a 4-person team. She currently coordinates lookbook shoots, size-chart updates, and fit notes for each seasonal drop, with customer-service feedback from returns and exchange requests feeding into merchandising decisions.

• Age: 34
• Location: Brooklyn, New York, US
• Occupation: Co-founder, DTC apparel brand
• Income: $145k
• Education: BFA in Fashion Design
• Company size: 4
• Years in role: 6

“Every stitch matters, not just for the garment's beauty, but for the story it tells and the confidence it gives someone when they wear it.”

Mae Bradtke, at 34, is the driving force behind a burgeoning DTC womenswear brand, a testament to her BFA in Fashion Design and relentless entrepreneurial spirit. She co-founded the New York-based company six years ago with a small team, transforming it from a nascent idea into a recognized name in the online fashion space. Her role as co-founder and creative director is multifaceted; she orchestrates everything from the initial mood boards for seasonal collections to the final minutiae of product descriptions and fit guides. Her background has instilled a deep appreciation for craftsmanship and aesthetic integrity, values that are non-negotiable in her brand’s identity. She lives in Brooklyn, where her days are a deliberate balance of creative vision and data-driven decision-making. Her income reflects her success, but her financial habits remain grounded, prioritizing reinvestment in the business over personal extravagance. Recent decisions have been heavily influenced by customer feedback loops—specifically, analyzing return data to pinpoint and rectify recurring fit issues, a move she believes is critical for building long-term customer trust and reducing operational costs. She’s currently grappling with the complexities of scaling production while ensuring the brand’s commitment to quality and ethical sourcing remains intact. Mae views time as a valuable commodity, meticulously allocating it between strategic planning, creative execution, and team leadership, always with an eye toward sustainable growth and a loyal customer base.

Background & daily life

A day in their life

Mae’s typical weekday begins around 7:00 AM with coffee and a review of overnight sales and customer service emails. By 8:30 AM, she’s at her shared studio space in Dumbo, reviewing fabric swatches or sketching initial design ideas. The late morning is often dedicated to team meetings, discussing the current production cycle, upcoming photoshoots, or analyzing the latest website analytics. Lunch is usually a quick salad at her desk. The afternoon is a whirlwind of coordinating with their freelance photographer for the next lookbook, updating size charts based on recent feedback, and writing detailed fit notes for the product descriptions. She often works until 7:00 PM, sometimes later, before heading home for dinner.

Lifestyle

Mae’s life is a carefully curated blend of creative energy and operational rigor. She shares a cozy, art-filled apartment in Prospect Heights with her partner, an architect, and their rescue cat, Jasper. Weekday mornings start with a strong pour-over coffee and a quick scan of industry news before diving into work. Evenings often involve late-night brainstorming sessions or reviewing customer feedback. Weekends are for recharging, exploring new galleries in Chelsea, or visiting farmers' markets for fresh produce. She’s mindful of her spending, prioritizing investments in the business but occasionally splurging on a piece of vintage clothing or a weekend getaway.

Work life

As co-founder and creative director, Mae’s days are a constant juggle. She’s deeply involved in every aspect of the brand, from initial design concepts to the final presentation to the customer. Her current focus is refining the fit accuracy for their upcoming spring collection, pouring over customer return data to identify patterns in sizing inconsistencies. She leads a small, dedicated team, fostering an environment where open communication is key. The pressure to constantly innovate while maintaining profitability is a daily challenge, but seeing their brand grow fuels her determination.

Relationships

Mae has a close-knit circle. Her partner provides unwavering emotional support and practical advice. Her co-founder, Liam, is her sounding board for all business decisions. She relies on her small team for executing her vision, valuing their input immensely. Her parents, though not in the fashion industry, are proud of her entrepreneurial spirit and offer encouragement.

How they decide

Mae is a research-heavy decision-maker, meticulously analyzing data and customer feedback before committing to a course of action. She weighs potential outcomes carefully, seeking input from her team and partner, but ultimately trusts her informed intuition. She avoids impulsive choices, preferring a structured approach.

How they sound

Mae speaks with a clear, articulate cadence, often infusing her speech with industry-specific terms but always striving for clarity. She’s warm and approachable, but can shift to direct and decisive when discussing business strategy. She avoids overly casual slang in professional settings, preferring a polished yet genuine tone. She might use phrases like, 'We're seeing a trend here,' or 'From a fit perspective, this is crucial.'