These aren't just folks making things "look good"; they're the ones driving real business impact through their visuals, workflows, and mastery of all things e-commerce. They're the maestros behind the scenes, shaping how customers connect with products. In this post, they're sharing how they stay inspired and what keeps them passionate about this incredible industry. So, whether you're looking for a creative jolt or just a reminder of why we all love this gig, get ready to be inspired by some of the best in the business.
What advice do you have for someone struggling to reignite their creativity for their work?
" Doing something, anything, is better than getting stuck in your head. You don’t need to wait for some huge spark to hit. Follow what naturally pulls your attention, whether that’s a subject you love or just what’s around you. Sometimes simply showing up with a camera in your hand, no pressure, is enough to start the fire again."
Cole Garrett
"Creativity can be like the ocean; it comes in waves. You just have to paddle in and ride one, sometimes they’re good, sometimes they’re big, sometimes little, sometimes they hurt, but if you don’t ride the waves the creativity will flatten out."
Beau Roulette
“Rest is both a reset button and a form of productivity. Try not to center your frustration; instead, center your peace.”
Chaya Howell
“Step away from your devices! Nothing is more draining or confusing than over-consuming someone else’s creativity and comparing yourself. Get out in nature and let your mind wander, it’s a great way to explore without the risk!”
Melissa U’ren
“When the work starts feeling flat, I try to go back to what first made me curious. That early pull toward creating something just for the sake of it. Creativity is like a child. You have to feed it, spend time with it, and let it play. If you ignore it too long, it gets quiet. I’ve also found that creativity gets tired if it only lives on a screen. Getting my hands dirty helps. Pottery, sketching, even sorting through fabric or old magazines. Touching real things pulls me out of autopilot and back into my body. It resets something. Texture, sound, weight. These small, physical things can open up new ideas. Sometimes it’s not about chasing inspiration. It’s about slowing down enough to notice when it shows up.”
Thomas Bekker
What’s something you used to believe about e-commerce that you don’t anymore?
“That it is not a department; it’s the centre of business.”
Melissa U’ren
“That e-commerce is just a white backdrop and “boring”. With the right individuals and inspiration, you are able to bring any product to life and push in any creative direction.”
Charlie Zampetti
“I used to think e-commerce was just about showing the product clearly. But now, even the most basic product image needs to stand out. People expect entertainment wherever they are, even when shopping. The challenge is to grab their attention without losing the brand or the customer. You still need to work within limits, but finding ways to push against them is where the interesting stuff happens.”
Thomas Bekker
“I used to believe E-commerce was just a digital team, but now I’m aware it takes a village. Stylists, photographers, Hair & Make-Up Artists, Retouchers, and Creatives. E-commerce is an umbrella of skillsets that are brought to one place.”
Sean Andrews
“I used to believe e-commerce was kind of a creativity killer, just rinse and repeat. But I’ve realized there’s a ton of room for creativity within the structure, especially when building scalable systems that still allow for brand expression and visual storytelling.”
Cole Garrett
“Now that I’m part of the process, I’ve seen how many teams and moving parts are involved behind the scenes. From sample coordination and styling to photography to product data and more, every detail has to line up for just one image to go live. It’s way more connected and complex than I ever imagined, and it’s shown me how critical communication and collaboration are in making the whole system work.”
Crystal Forbes-Pennymon
“I used to believe it was boring. It’s not boring. It never stops. It’s always going. E-commerce is here to stay.”
Beau Roulette
“I used to believe that consumers focused more on just images than the complete package of your site, but in this current climate, they are focusing on and comparing the entire experience of your site to others. If you have frustrating searchability, or an inconsistent image and copy family, the customer notices that as the entire package of your site. Great images and great copy can't save a bad site experience.”
Julie Linz
“Maybe it’s changed over the years, but I didn’t see any persuasive or emotional value in ecom assets - now I see it’s about being informative but also extending the brand DNA.”
Alan Jakubowicz
“That product shots need to be shot against a white background—it’s actually more fun and exciting when they’re not!”
Chaya Howell
What’s your favorite part of being part of this industry?
“The pace is intense. You’re running on adrenaline, juggling multiple projects at once, and no day ever looks the same. But then something goes live, like a post or a product, and for a second, everything goes quiet. You stop and think, “Wow, look at what we created.” And then, just like that, you’re onto the next one. That brief pause in the chaos is my favourite part. It reminds me why I do this.”
Thomas Bekker
“The people, the laughs, the mayhem, the support.”
Melissa U’ren
“The creative urge it gives me is the reason why I love my job. Creating something new, thinking outside the box and also the community reactions to the work you’ve created as a team. Allowing loads of people to witness your ideas coming to life.”
Sean Andrews
“The community feel that comes with it, through this industry, I have met so many great people some are friends for life! Especially in the London e-commerce space it is a small industry, you will always know someone.”
Charlie Zampetti
“Getting to use my brain in so many different ways! There are always new challenges, new inspiration, new ideas, new tech to learn, so there isn't time for boredom!”
Julie Linz
What’s a piece of work you keep coming back to when you need a reminder of what great looks like?
“The history behind the Citibank logo. It taught me that innovation comes to us instantly; we just have to accept it in a timely manner when it does.”
Chaya Howell
“Quite a lot of creations: photography of Steven Klein, Schiaparelli fashion shows, older Lady Gaga music videos, 90s Alaia sketches. There’s a variety of pop culture I get my inspiration from.”
Alan Jakubowicz
“I’m really inspired by music, and whenever I need a reminder of what great looks like, I always go back to Kendrick Lamar’s catalog of albums. His work is layered, intentional, and thought-provoking; every detail serves a purpose. It reminds me that great work is both creative and disciplined, and it comes from being deeply connected to your message and your audience. That mindset mirrors how I approach my own work: thinking strategically, solving problems in creative ways, and leaning on strong partnerships to bring ideas to life. Just like Kendrick’s albums, I want my work to be impactful, intentional, and built to last.”
Crystal Forbes-Pennymon
“Henri Cartier-Bresson’s The Decisive Moment. I keep coming back to it because it’s the perfect reminder that great work doesn’t have to be loud — it just has to be intentional. It’s all about timing, intuition, and seeing something meaningful in the everyday. In a fast-paced studio world, it helps ground me in the idea that one frame can say it all.”
Cole Garrett
“I don’t have one piece that defines what great looks like for me. There’s a lot of strong work out there, and I take bits from everywhere. But when I really need to reset, I go back to my university portfolio. It’s not perfect, but it shows where I started. It reminds me that what great looks like isn’t always polished. It’s honest, it shows growth, and it reflects the effort. Sometimes, great lives in the imperfections. In the work that pushed you forward, not the work that checked every box.”
Thomas Bekker
Our final question for these brilliant people was actually a request to share some of the music that inspires them or gets the creativity flowing. We’ve put together a playlist of their favorite songs from Kendrick and Beyonce to Hans Zimmerman and Nirvana. Take a listen for yourself!
Love what you read? If you want to keep the inspiration and good vibes going, you can read the words of wisdom from last year's Top 30.