This is an episode of shiny fashion podcasts, which contains sincere conversations of how today’s trends are forming the future of the fashion industry. Most of the series
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In addition to its DTC business, the personalized tiny Tiny Tags jewelry brand has a target collection selling nearly 1,700 stores and is expected to run $ 7 million to $ 9 million on sale this year. In the episode of this week’s Glossy Podcast, the founder and CEO of 13-year-old brand, Melissa Clayton, discusses how it is raising the brand with a focus on mothers and an approach “Back to the basics” for marketing, and without external funds. Highlights from the episode, below, are easily edited for clarity.
Not relying on meta
“We have raised business by returning to the bases: an amazing product, amazing service to customers, really good stories and building a community. We have a great presence of mouth words. We know that our mothers wear our jewelry, and then their sisters see them, their daughters will see them, and we have their friends and friends. We have worked with Madi Nelson for years – and this has been a great channel for us.
Self-financed residual
“I have never chosen not to raise money. Maybe I’m a control attack, I don’t know, but I love the journey of that. This has never been to make enough money so that I can sell them and go to lie down from a pool. I need something to do, and I love it, I want to work – it’s my passion; I look forward to Monday morning. … I think that when your business is not a tool for one end and you love everyone’s journey, there is much less pressure you put on yourself. Of course, I have to pay my bills, and are our only income as a family because my husband works here – but I never loved investors because I really don’t want people to tell me what to do. And, in terms of money flow, for the DTC brand, it has always been that someone orders something, and then we do it – so the flow of money has never been a matter. objective [brand] It’s been a completely different beast. Fortunately for us, my husband from the New York Upstate, so we have a very good credit, and we have never gone up and beyond our tools as a business. So we got a loan line, and we have been able to finance business domestically without going out. So no, I don’t see to bring someone in the near future, but you never know. … After a few years, if someone told me, ‘I sell me a part of the business’, but I have to be the business face and run it and they believe in our values and what we are doing, I can see something. But now, I’m honestly just having a lot of fun, and I love what we do. “
Why ban is not a threat
“No, [I’m not concerned]. I have read many business things. I am a great believer to be responsible for the content you consume. So no, I’m not looking at all that noise. Personally, Target reached me many years ago, and they came to me because they saw that we were doing something that meant something to people, and they were nothing but an amazing partner for me. … I have heard great retail stories, and that has not been my experience at all. They have been nothing but a supporter of a female founder. They have not tried to squeeze every penny from us. They have understood our restrictions financially, and they believe in what we are doing. … The whole business of small labels is about the joys within us, it is about gratitude, it has to do with the connection, it is about why we are here on earth – and the targets without it, and they were like, ‘we want to get what you are doing to a greater degree.’ So, I can only say great things about target. … I think it’s right, a kind, a media stunt that the media collects, and things like caught. “