How Blazendary edits up to 10,000 luxury product photos a month with Photoroom

Founded by Giancarlo Purch, Blazendary is a powerhouse luxury fashion reseller. The team at Blazendary sells 500 to 1,000 products a day (up to 30,000 products per month) and every item requires strong product photography. But without an in-house photography team or setup, products went live without images, resulting in lost sales for Blazendary. Today, Blazendary uses Photoroom to produce professional images more quickly than the average reseller, while maintaining product detail and a consistent presentation.

Life before Photoroom

• Thousands of images manually processed one by one each month

• Inconsistent lighting led to inconsistent quality across product images

• Blazendary lost sales when image production couldn’t keep up

Life after Photoroom

• Consistent photography across product categories

• Up to 8 images processed in 1 minute

• Clean, high-quality edits with a few clicks

• Photography production at scale: up to 10,000 photos edited per month

• Bottlenecks eliminated: every product has a photo

When photography became a bottleneck

Giancarlo Purch became an entrepreneur at a young age. In high school, he started posting fashion-focused videos online, and in 2018, he became the first sneaker YouTuber to reach 1 million subscribers. The trust and reputation he built with his community drove the success of his first e‑commerce store, which sold merch, clothing, and sneakers live on YouTube.

Today, his luxury fashion and resale business, Blazendary, has established itself as a powerhouse on the live-shopping platform Whatnot, frequently ranking as the #1 seller in the fashion category. The team operates a New York City warehouse with thousands of authenticated products ready for sale.

As the company grew, product photography quickly became a bottleneck for Giancarlo and his team. Items that were processed and ready for sale often lost sales due to missing or low-quality photos.

We sell roughly 30,000 products a month, and every single one needs great product photography.

— Giancarlo Purch, Founder of Blazendary

Other image-editing tools were manual and time-consuming, and they didn’t provide the consistent outputs a luxury fashion business built on trust requires.

The lighting issue Photoroom fixed

One day, an inventory manager suggested Blazendary use Photoroom to fix a lighting issue. The team had been using a light box, but even with editing tools, the photos were poorly lit and felt “beginner-esque.” For a channel that regularly sells products in the $3,000-$4,000 range, the visuals needed to look professional.

Blazendary first experimented with Photoroom to solve this problem, and it worked. Giancarlo was impressed by just how quickly Photoroom turned those “beginner-esque” images into a professional-looking photo.

“Before Photoroom, it was always: Why is this image too dark? And why is that not properly photographed? And now it's: Wow, what a great photo.”

— Giancarlo Purch, Founder of Blazendary

Improving image quality with speed, at scale

Soon, the Blazendary team began using Photoroom to create images for every piece of inventory as soon as it reached the warehouse.

The output improved, and so did the workflow. Using Photoroom allows Blazendary to reduce much of the manual editing work that other software requires, such as creating layers, applying masks, and cutting items out by hand.

With Photoroom, Blazendary can remove backgrounds instantly and adjust lighting to create clear, consistent listing visuals in a few clicks, without complicated layers or tools.

Background Remover

Photoroom’s Background Remover tool detects the object and removes the surrounding background. Because it’s trained on e‑commerce images, it can accurately detect and isolate products. The tool’s edge detection capabilities are especially important for Giancarlo, who is consistently impressed by how much of the original product image is retained.

White Background

Once an object has been isolated from its background, Blazendary places it on a white background in Photoroom. This creates consistency across the product catalog.

AI Shadows

When removing backgrounds, other tools left behind shadows that had to be erased and then recreated for high-quality listing photos. Photoroom’s Background Remover tool eliminates this issue, and AI Shadows adds realistic-looking shadows to objects in a single click.

Batch Processing

Instead of editing images one by one, the Blazendary team uses Batch Mode to remove backgrounds, add white backgrounds, and apply shadows to multiple images at once. This is especially important for a high-volume business processing thousands of products each month.

“With simply a few clicks of a button and a couple of drag-and-drop images, you can edit multiple images at once and have them done in a minute.”

— Giancarlo Purch, Founder of Blazendary

Today, Blazendary uses Photoroom to process between 5,000 and 10,000 unique images per month.

Growing with Photoroom

Blazendary sells everything from $100 wallets to $50,000 watches live on Whatnot every day. The sales are uniquely entertaining, customer-focused, and built on the trust and reputation Giancarlo has been building online for over a decade. Over the past several years, Giancarlo estimates they’ve sold over 1 million units. And they’re not slowing down.

To keep up, the team uses Photoroom to make sure each image looks professional, maintains product detail, and is consistent across the catalog.

“Photoroom brings that opportunity to have a professional camera team in-house, within an app, with a single click.”

— Giancarlo Purch, Founder of Blazendary