Latest / Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast) / GEMS: The Blueprint for Proving Your Concept with Parachute Home founder Ariel Kaye

Transcript

GEMS: The Blueprint for Proving Your Concept with Parachute Home founder Ariel Kaye · Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast)

• 0:09
  Talk about that early time, kind of like around launch into the first few years and what you were doing to kind of prove out the concept to the market and find your first customers that were outside of your immediate friends and family.
• 0:24
  Yeah, so I mean, I started my career in PR and I really did believe that using press to tell a story was a really powerful tool. Again, this is like almost eight years ago. So Instagram was not where it is today. And, you know, the landscape looked quite differently. Yeah.
• 0:40
  But I, you know, we had limited resources from a capital perspective. And so I decided to invest in PR as our first kind of marketing strategy, because I knew that those beginning days, people love telling that story. And there's a real appetite for these new businesses that are doing things differently, at least at the time. You know, the direct to consumer world was
• 1:05
  relatively fresh and there weren't a ton of businesses that were operating in that space and with that model. So I really relied heavily on PR and, you know, that kind of organic media that was happening to tell our story and to reach new customers. And so we would get, you know, a press hit in various publications and blogs and we would see, you know, some of them would just
• 1:31
  spike sales and, you know, we get all this traffic and, you know, those were like our key events in the first year that allowed us to reach customers because it was a really new concept then. And so people were very, you know, what we kept hearing for customers is that, oh, I've been waiting for a brand like this. Like, you know, there's all these places to buy sheets and towels, but they're mostly furniture stores and these products are really an afterthought and they're not high quality and they don't, you know, look new and fresh and modern. And so, you know, people were...
• 2:01
  Excited to have a new brand in the mix.
• 2:10
  Hey, it's June here. Thanks for listening to this amazing episode of the Female Startup Club podcast. If you're a fan of the show and want even more of the good stuff, I'd recommend checking out femalestartupclub.com where you can subscribe to our free newsletter. We send it out weekly covering female founder business news, insights and learnings in D2C, and interesting business resources.
• 2:34
  And if you're a founder building an e-commerce brand, you can join our private network of entrepreneurs called Hype Club at femalestartupclub.com forward slash Hype Club. We have guests from the show joining us for intimate Ask Me Anythings, expert workshops, and a group of totally amazing, like-minded women building the future of D2C brands.
• 2:57
  As always, please do subscribe, rate and review the show and post your favorite episodes to Instagram stories. I am beyond grateful when you do that.