About Rylee & Cru
Rylee & Cru is a premium children’s and women’s clothing brand founded by illustrator Kelli Larson. The company blends art and imagination into timeless, ethically made garments across three in-house brands: Rylee & Cru, Quincy Mae, and Noralee. Known for muted tones, heirloom quality, and sustainable practices, Rylee & Cru delivers thousands of SKUs every season while maintaining a high-touch customer experience.
Challenge: Thousands of SKUs, Limited Hands
As the brand expanded, operations struggled to keep up: eCommerce required thousands of SKUs and assets to upload each season, customer support surged to more than 5,500 tickets during peak months, and the design team needed consistent, high-quality retouching that wouldn’t drain internal bandwidth.
“The workload was overwhelming. We needed someone who was not only cost-effective but also a true expert—someone reliable who could own critical tasks without constant supervision.”
— Madeline Johnson, Senior Content Manager
Decision: Why GrowthAssistant
Introduced by their private equity partners, Rylee & Cru considered multiple solutions but chose GrowthAssistant for its embedded global talent model. Unlike headhunter-style agencies, GA delivers vetted, full-time professionals who integrate seamlessly into existing teams within weeks. Security and trust were initial hesitations, especially when granting backend Shopify access. But the decision to invest in a model built on long-term partnership paid off.
“I wanted it to just work. GrowthAssistant gave me confidence. Within weeks, we had someone embedded, asking the right questions, and building real context for our business.”
— Sam Larson, Chief Revenue Officer
Solution: 3 Global Roles Filled Fast
GrowthAssistant placed three dedicated roles: Ana Marie, Shopify Tech/Ops Assistant managing product uploads, tagging, metadata, and landing page builds; Angel, CX Assistant handling thousands of tickets with empathy and brand alignment; and Marco, Static Designer retouching imagery and ensuring consistent brand polish. Onboarding emphasized daily communication, clear documentation, and quick wins. Ana Marie took ownership of uploading 150–400 SKUs per drop, Marco eliminated bottlenecks in design, and Angel absorbed CX backlog while adapting to brand tone.
“Angel is friendly, easy to work with, and fits well within the team’s dynamic. She gives regular reports, asks clarifying questions, and is open when something is unclear—which makes all the difference.”
— Samantha Alonso, CX Lead
Results: Scale and Satisfaction
Operations scaled: Thousands of SKUs and assets managed seamlessly across 12 drops in one season.
Customer care delivered: 5,500+ monthly tickets handled with CSAT scores consistently above 4.5.
Costs optimized: Around 70% lower than US-based entry-level hires, freeing budget for growth.
Teams empowered: Leaders reclaimed time for strategy, the CX team reduced stress, and assistants became core members of the Rylee & Cru family.
“The GrowthAssistant model works especially well for roles like customer service because it enables round-the-clock coverage. With Angel covering off-hours, customers never wait long for answers, and the team here can focus on quality interactions without the pressure of volume.”
— Amy Speirs, CX Manager
“Ana Marie isn’t just an extension—she’s part of our team. Her fit, work ethic, and understanding of the brand raised the bar for what we thought global talent could do.”
— Madeline Johnson, Senior Content Manager
Conclusion
By partnering with GrowthAssistant, Rylee & Cru transformed their marketing and operations with global talent. Three embedded assistants now power eCommerce, CX, and design, enabling the brand to deliver high-volume launches while keeping customer care deeply personal. Rylee & Cru’s story proves that when global talent is integrated the right way, brands don’t just save money—they unlock new levels of scale, creativity, and customer loyalty.
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