Built by someone who's run the business, not just the website.

I've spent over 30 years moving between creative direction, publishing, international trade, and e-commerce — before I ever wrote a line of code. I ran a boutique creative studio for fashion brands, published three national magazines, negotiated trade deals across borders, and co-founded an e-commerce business I grew for over a decade.

What that journey taught me: a website is never really the product. The booking, the follow-up, the thing that happens after someone clicks "book now" — that's what actually keeps a business running. I built Appserved because I kept seeing good service businesses lose bookings to the same fixable problems: no 24/7 booking, no reminders, no system at all beyond WhatsApp and good intentions.

I'm not an agency, and I'm not a generalist freelancer picking up web projects between other work. This is what I focus on — fixed-price, fast-turnaround booking systems for spas, clinics, and wellness businesses, built on one proven engine I control end to end.