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Meet Ava Carmichael of Pitschy in LoDo

Today we’d like to introduce you to Ava Carmichael.

Ava, please share your story with us. How did you get to where you are today?
I began my career path as a fashion designer in 1998, first designing and selling swimwear. In 2007, I began specializing in denim and working for some pretty large apparel companies. But before that, I had an import business and successful eBay buy-and-flip fashion career. I later turned that experience into teaching other eBay sellers how to source, import and sell products on eBay.

By 2014, I had launched and sold multiple global brands, designed and managed multi-million dollar collections with companies such as JCPenney, TJMaxx, Saks 5th Ave and Wal-Mart, built the #1 blog for tween moms and collaborated with some of the largest companies in the children’s market. But it wasn’t until 2015, after sitting in the buying office of TJ Maxx headquarters in New York City, that I realized what got me there was not just my design skills, but also my marketing skills. I sold that collection and decided to switch my career focus entirely on digital marketing.

In 2016, became a freelancer and shortly after, I formed my own digital marketing and creative agency. In my first month, I made double of what I had previously made. I was able to put everything I learned from brand building, digital marketing, and content marketing and turn it into a thriving business. In year one, I helped my first client 3X their sales, and another client went from $15K to over $70K in three months as a result of my digital marketing expertise. Four years later, I now work with industries of all sizes (from start-ups to billion-dollar companies), locally and across the nation, with their digital marketing, creative, and brand strategy.

Has it been a smooth road?
It was tough switching gears from full-time fashion to digital marketing. I had to let go of everything that was not part of the new plan. Transforming my little home studio into my digital marketing hub was the first step. It was important for me to be surrounded by what was relevant to where I wanted to go, instead of holding onto ideas that no longer fit into my grand scheme.

Getting my first client was not as hard as I had imagined it would be. Maybe I got lucky, or maybe it was just meant to be. My biggest challenge in year two was finding the right clients, consistently, who were willing to pay for my services. There were a few months where it was feast or famine. I definitely took on a few projects at very low rates, but it was not only a good experience but necessary while I was building my portfolio and reputation. I learned that the more I worked, the better my mindset was to receive more work.

So let’s switch gears a bit and go into the Pitschy story. Tell us more about the business.
Although I am very analytical and love data and digital strategy, I think I’m most known for being a Creative Director. With a background in fashion, film, and design, I have had my hands in so many aspects of the creative process and brand building. A lot of my friends and colleagues would call me a “Marketing Unicorn” because I have a unique set of hard and soft skills. Most of which were learned in the fashion industry and as an entrepreneur launching my own brands. To date, I have launched two successful brands that received worldwide sales.

What moment in your career do you look back most fondly on?
Winning two awards (FWA and Webby) for creative direction on an interactive website my business partner and I launched in 2008 and being the Costume Designer for an award-winning short film in 2019.


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Image Credit:
KC Dreyer
Rebecca Ann

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