Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?

In an environment saturated by synthetic materials, we believed that quality fabrics should be at the heart of every garment and we're passionate about putting premium fabrics back on the agenda in accessible luxury womenswear. Our journey started with searching for the perfect fabric before all else. Our mulberry silks are custom made in limited runs. By forming close relationships with artisans, we are able to source the finest fabrics at accessible prices.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

We started engaging on social media well before our store launched and this helped to create a journey where our future customers shaped our story and products in a meaningful way. We received pre-orders before the launch which was incredible. Word-of-mouth remains our biggest referral source with buyers telling their friends about our products and sharing our content on social media. We love that this process has been organic and authentic and as a result our followers are well engaged.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

Mailchimp, Zopim and Image Magnifier. Aftership has also been integral to tracking the status of our orders as we are big advocates of post-purchase engagement. We always follow up with customers on how they felt about their purchase after delivery. From tailoring/production to shipping/fulfilment, all operations are handled in-house. We believe this allows us to pay special attention to the details, be personally involved with our customers and stay true to the fundamentals that we care about.

What are your top recommendations for new store owners?

Stay relevant and don’t be afraid to change. As you grow your business will undergo refinement which can be difficult to accept for those who have already devoted time and energy to a singular vision. But adapting to change isn’t a sign of failure.

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