From concept to shelf. From research to market.
With 25 years in footwear — from the British high street to niche luxury — I understand what it takes to make product that works commercially, not just creatively. I bring that same rigour to brand strategy, feasibility assessment, and research commercialisation.
I’ve designed best-sellers for Timberland, M&S and Clarks, developed complex luxury footwear in Italy, and built commercialisation strategies for university research teams.
I also teach brand strategy and luxury business at MA and MBA level, which means my practice stays grounded in both current thinking and real-world constraint.
I help brands, founders, and research institutions turn creative and commercial ambition into something real.
What I Do
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Product Strategy & Development
Design leadership and product strategy for brands at any stage.
From high street rigour to premium and luxury ambition. Fractional head of product or design, supply chain and factory relationships, concept to industrialisation. Particularly experienced in footwear construction and European manufacture.
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Commercialisation & Feasibility
Strategic feasibility assessments and commercialisation roadmaps for founders, growing brands, and research institutions.
I help you understand what your idea will actually require — commercially, operationally, and financially — before you’re committed. Especially useful when the people involved are experts in their field but newer to bringing product to market.
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Brand & Business Strategy
Advisory and consulting work on positioning, product-market fit, and growth strategy.
Drawing on 25 years of industry experience and postgraduate-level expertise in brand strategy and luxury business. Particularly valuable for brands navigating the move upmarket, or for organisations that need someone who has done it rather than just theorised it.
What they say
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Caoimhe’s expertise and ability to translate our research into an actionable business plan was invaluable. Her strategic insights and collaborative approach gave us a practical route to market.
Dr Margaret Lawlor, Technology Transfer, University of Limerick
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Having a mentor like Caoimhe has been a game-changer for me. She excels at attentive listening and responding swiftly to any issues, providing real-time support. What sets her apart is her commitment to always going the extra mile – additional relevant insights and information arriving by email after our meetings. Beyond just addressing challenges, Caoimhe has a unique talent for gently guiding me towards greater self-confidence. Her approach involves practical, actionable tasks and habits that have proven instrumental in my personal as well as professional growth. I’m so grateful for their mentorship, I feel more empowered and capable than ever.
Isabella Sumner, Co-Founder & CEO, InHaus.ai
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If you want to learn about design thinking from a designer, and get help on how to use it to solve business problems, then you need Caoimhe Kelly
Sophia Matveeva, CEO & Founder , Tech For Non-Techies
Let’s work together.
I work with a small number of clients at any one time. If you’re building something and need a senior partner who has genuinely been in the room where the product gets made, I’d be glad to hear from you.
