We’re excited to introduce you to the always interesting and insightful Marilena Patouni. We hope you’ll enjoy our conversation with Marilena below.

Alright, Marilena thanks for taking the time to share your stories and insights with us today. What’s been the most meaningful project you’ve worked on?

One of the most impactful projects I’ve worked on was the redesign of Assouline’s global website and the launch of a new site for the APAC region. This initiative went beyond a simple aesthetic update; it was a comprehensive transformation aimed at enhancing the brand’s digital presence. The challenge was to ensure the new design authentically embodied Assouline’s luxurious identity while delivering a seamless, immersive user experience that resonated with diverse audiences worldwide. My role included optimizing design elements of the site, creating dedicated pages for major product launches, and ensuring all aspects of the site were not only visually stunning but also functionally intuitive.
The APAC site was particularly exciting, as it marked the brand’s first foray into this market, and I played a pivotal role in establishing Assouline’s presence there. This project was meaningful to me because of its scale and the significant impact it had. It was more than launching a site; it was about expanding Assouline’s global footprint and ensuring its digital experience matched the exclusivity and sophistication of the in-store environment. Witnessing the positive feedback and increased engagement from audiences worldwide, especially in the APAC region, was incredibly rewarding. It reinforced my passion for blending creative direction with technical execution, particularly within the luxury sector.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve always been passionate about bridging the gap between the physical and digital world, especially in the luxury sector. My journey into the fashion and digital industries began right after graduating when I moved to New York, where I immersed myself in the fast-paced world of luxury fashion and e-commerce. My first job was with Net-A-Porter, where I was part of the digital analytics team. This gave me a strong foundation in understanding customer behaviors online and helped me transition into roles where I could combine creative vision with technical knowledge. Currently I am part of the global E-commerce team Assouline managing the digital presence in USA, EU and APAC.
Since then, I’ve worked with various luxury brands such as Temple St. Clair, Elina Afentaki, Stone and Strand, Emm Kuo and many more managing their digital strategies, web design, content management, and creative direction. One of the core services I provide is creating immersive online experiences that reflect the brand’s luxury identity while enhancing user engagement. This often involves managing creative collaborations, overseeing e-commerce strategies, and ensuring that the brand’s aesthetic translates seamlessly into digital spaces, whether it’s through web design, social media, or product launches.What sets me apart is my ability to replicate the in-store luxury experience online. I love working on websites for jewelry and fashion brands because there is a whole art behind trying to capture that tangible, high-end experience digitally. I focus on attention to detail and creating a cohesive brand narrative, from the initial concept to the final product. I also ensure that all collaborations align with the brand’s core values and objectives, showcasing products in a way that makes customers feel connected, even if they are browsing from halfway across the world.

I’m most proud of the work I’ve done with Assouline, where I was part of the redesign process for their global websites and led the creation of dedicated pages for product launches. Seeing how the new digital strategies have not only enhanced user engagement but also driven growth for brands gives me great satisfaction. I believe that luxury is all about storytelling, and I enjoy finding innovative ways to tell those stories through digital platforms.The main thing I want potential clients to know about me is that I’m all about creating a meaningful connection between the brand and its audience. Whether it’s through a beautifully designed website, a well-thought-out collaboration, or a digital campaign, I aim to elevate the brand experience and make it memorable for the customer.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

One thing that non-creatives might struggle to understand about the journey of a creative is the level of emotional investment and the iterative process involved in creating something that resonates on both an artistic and practical level. From the outside, creativity often looks like a burst of inspiration or a natural talent for design, but in reality, it’s an ongoing process of trial and error, and often, failure plays a significant role in getting it right.

What many may not realize is that being a creative is not just about coming up with an idea but about constantly refining that idea, tweaking every little detail until it not only looks beautiful but also functions effectively for the brand or the client. Especially in industries like luxury fashion and e-commerce, the creative work must balance artistic vision with commercial viability. You might spend days perfecting a design only to realize that it doesn’t translate well on digital platforms, or a particular creative direction doesn’t resonate with the target audience as expected. These moments can be disheartening but are also where the most growth happens.

Another aspect that might be hard to grasp is that creativity isn’t always “free-flowing.” There are deadlines, client expectations, and technical limitations. Balancing the creative freedom to express a vision with the practical constraints of a project can be exhausting, and it requires a lot of resilience and discipline.

I think non-creatives might also find it surprising how much self-doubt and vulnerability are part of the process. Every creative project—whether it’s designing a website, creating a brand’s visual identity, or leading a collaboration—is a personal reflection of the artist or creator behind it. When you pour your heart into something and it doesn’t immediately hit the mark, it can feel like a personal failure. But through that vulnerability comes growth, and over time, you develop a thick skin and a stronger sense of what works.

Ultimately, what non-creatives might not see is that the journey isn’t linear. There are highs and lows, constant revisions, and sometimes you have to scrap an idea entirely and start from scratch. But that’s where the magic happens. It’s in those tough moments that creativity pushes you to think outside the box, to innovate, and to deliver something extraordinary. The insight I would offer is this: behind every beautiful, seamless creative output is a lot of unseen hard work, persistence, and dedication. And while the final product may look effortless, the process is anything but.

What’s the most rewarding aspect of being a creative in your experience?

For me, the most rewarding aspect of being an artist and creative is the ability to transform ideas into something tangible and meaningful that connects with people on a deeper level. It’s about creating experiences, whether through a website, a digital campaign, or a piece of content, that evoke emotions and leave a lasting impression. There’s something incredibly fulfilling about seeing a vision that started as a thought in my mind come to life and resonate with an audience, especially in the luxury space where the details and storytelling are so crucial.

Another aspect I love is the opportunity to collaborate with other creative minds. Whether it’s prestige designers, artists, photographers, storytellers or brand strategists, working with talented people who share the same passion but bring different perspectives is inspiring. The synergy that comes from these collaborations often leads to results that are better than any one person could have imagined alone.

And lastly, the continuous learning and growth that come with being a creative is rewarding. The field is constantly evolving—new technologies, trends, and challenges keep pushing me to expand my skills, think differently, and adapt. Every project is a new adventure with its own unique set of challenges, and each one teaches me something new. That feeling of growth and discovery is one of the greatest joys of this journey.

Contact Info:

• Instagram: https://www.instagram.com/marilenapatouni/?hl=en
• Linkedin: https://www.linkedin.com/in/marilenapatouni/

Image Credits

Image with Books from Assouline
Image with hand and jewelry from Temple St. Clair