I find what's actually broken.
I'm Ashli McCoy. I work with women-led service and e-commerce businesses who know something isn't clicking but can't name exactly what. I name it. Then we rebuild that part.
See the Work →
Built from the inside.
I didn't study business from the outside. I built it from the inside.
My first business was an online boutique called AVM Fashion. First year: roughly $300 in sales. Shopify cost more than the business made.
I was a middleman reselling clothing with no brand, no community, and no reason to exist that wasn't already being filled by someone cheaper.
Year two, I stopped trying to be a store for everyone and built something specific: a 2000s nostalgic punk-rock emo brand for people who felt like outcasts growing up and never stopped being themselves. Repriced to reflect brand, not cost. Built community through the culture itself. Sales went from $300 to roughly $14K.
That's when I learned the real work of business isn't hustle. It's diagnosis. Knowing what's actually wrong and having the clarity to rebuild that part — not all of it, not the surface. The part that's broken.
Other women started asking me how I did it. She Rich Digital became the vehicle for that work.
I started this company because I saw what was possible when a woman builds something that's actually hers — and I wanted every woman I knew to have access to that.
Truth over comfort.
The problem you can name is rarely the real one. I find the layer underneath that's actually holding the business back.
Diagnosis without a rebuild is just a list of bad news. We don't stop at naming it. We fix it.
Most founders hit a ceiling because the business is built around who they were when they started. We separate the two.
I'm not here to make you feel good about a business that isn't working. I'm here to tell you what's going on.
Something off?
Let's find out what.
If you've been running a while and something feels broken that you can't quite name, see the work I've done with other founders or book a call.