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Growth Gets Harder When Attention Gets Expensive
Shoelace helps DTC brands protect margins by connecting paid media, creative, and retention to the metrics that actually matter profitability, contribution margin, and sustainable growth.
We only work with brands we believe we can help grow profitably.
The Problem
The Hidden Cost of "Good Performance"
ROAS can look healthy while profit quietly disappears. CPMs rise even when demand exists. Budgets increase just to maintain the same results. Teams celebrate wins that never reach the bottom line.
If this feels familiar, it's not because your team is doing a bad job. It's because the system you're operating inside is broken.
Why This Keeps Happening
Siloed Channels
Paid Search, Social, Email, Creative, and Organic run as separate functions with separate goals.
Isolated Optimization
Each channel is optimized in isolation, without accountability to the outcome that actually matters.
Compounding Inefficiency
When no one owns the full system, inefficiency compounds and margins shrink.
Most brands don't have a media buying problem. They have a system problem.
Market Shift
Platforms Now Reward Relevance Over Tactics
Attention First
Algorithms decide who sees your ads based on signals before conversion.
Relevance Wins
If your ads fail to earn attention quickly, performance degrades regardless of targeting or offer quality.
Structural Change
This isn't a creative trend. It's a fundamental shift in how platforms operate.
Our Point of View
Everything ties back to your backend metrics.
Every decision is anchored in unit economics, contribution margin, and payback not vanity metrics or screenshots.
We do this because attention is now the primary constraint on profitability.
By unifying Paid Search, Social, Email, Organic, and UGC, we ensure every dollar spent is supported by a system designed to improve efficiency over time.
Who Shoelace Is For
Brands With Momentum
You already have traction and want to protect it while scaling profitably.
Margin Focused Teams
You care about margins, not just growth. Efficiency matters more than spikes.
Systems Thinkers
You want a partner who looks at the full system, not individual channels in isolation.

If profit matters to you, you're in the right place.
Who We're Not For
Vanity Metric Chasers
We say no to companies chasing screenshots and surface level wins instead of sustainable profit.
Guarantee Seekers
We say no to teams looking for guarantees instead of math backed strategies and transparent modeling.
Misaligned Economics
We say no when the unit economics don't support profitable growth at scale.
Our vetting process exists to protect outcomes for both sides.
How Shoelace Actually Works
01
Start With Unit Economics
We identify where efficiency can be created, not just where spend can be added.
02
Unified Planning
Creative, paid media, and retention are planned together so they reinforce each other instead of competing for attention.
03
Strategic Integration
Organic and UGC strengthen paid performance, improve relevance, and reduce friction throughout the customer journey.
04
Compounding Returns
As efficiency improves, scale becomes safer. As scale increases, learning compounds. As learning compounds, margins stabilize.
Brands We've Helped Grow
We partner with ecommerce brands where margin, discipline, and long-term growth matter.
Kyte Baby
Ruthie Grace
Aged & Ore
Cuddle + Kind
Double D Ranchwear
Wingback
Pierced Co
Chalkline Apparel
Arcade Belts
Budgy Smugglers
What these brands share is a focus on building businesses that last, not chasing short term wins.
Let's See If Shoelace Is Right for Your Brand
What Happens on the Call
This is not a sales pitch. We walk through your unit economics together, pressure test your current growth model, and identify whether Shoelace can materially improve profitability.
If it makes sense to move forward, we'll tell you. If it doesn't, we'll tell you that too.
No obligation. No pressure. Just clarity.