About Us

The Origin Story

We're Melisa and Walter — and we built studio formel to solve our own problem. Melisa runs a jewelry business on Etsy with ~1,000 products. She received one low-quality image per product from manufacturers. Professional photography would cost $2-4 per image — at scale, that's $2,000-$4,000 just for her catalog.

The Realization

AI image generation showed promise — it worked and was affordable. But the file management became chaos. Hundreds of products, thousands of generated images, no way to organize them. So we built something better: a platform that combines powerful AI generation with flexible asset management, specifically fine-tuned for jewelry.

Melisa and Walter, founders of studio formel

The Results

The results? Melisa's monthly revenue increased from $500 to $2,000 — a 4x growth, directly attributed to better product images. We've been systematically testing and fine-tuning AI models specifically for jewelry photography. We understand the light, the reflections, the details that make jewelry shine.

What We're Building

We solved it for ourselves. Now we're helping other jewelry brands tap into the same AI-powered photography that transformed our business. Not expensive studio shoots. Not generic stock photos. Professional images specifically trained for jewelry.

Team

01 Melisa

Co-founder, Creative Direction

02 Walter

Co-founder, Product

Our Values

Solve Real Problems

Building for actual users with actual pain points, not hypotheticals.

Proof Over Promises

4x revenue increase speaks louder than pitch decks.

Research-Driven

Systematic testing informs our AI models. We know what works because we've tested it.

Flexibility Over Rigidity

Inspired by Notion — let users organize their assets their way.