AUREUM Full Podcast
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[00:00:00] Hey, business besties. Welcome back to Female Founder World. I'm Jasmine. I'm the host of the show and the person. Behind all things female found world. And today I am chatting with Kasie Miko, the founder of ORM Collective. Welcome. Hi. I am excited. You were just talking about a really funny, connection.
Yeah. And how we met each other before we are doing what we were doing now. Yeah. So back when I was mainly just doing content creation. Mm-hmm. You were an editor. Yes. And I remember like eight years ago. Yeah. Maybe more. Yes, yes. It might have been more. I think I still had a full-time job. And you would grow back in the day from being on, you know, vogue.com or l.com mm-hmm.
And being in a street style roundup or whatever it'd be. I remember seeing your name and messaging you and being like, Hey, if you ever need to use any of my, this street style cons and feel free. And I feel like I remember meeting you, but yeah. I mean our careers have both taken such different paths.
Totally. But what a cool, so cool reunion. Yeah, amazing. And so amazing to see what you've done now from that point. Yeah. I mean, [00:01:00] same with you. So cool. And I hope I did actually feature, I did feature your, yeah, did, did you? Good, good, good, good. Okay. For people that dunno your brand, what are you doing?
So we are an accessories brand and our motto is The Art of Accessorizing. So it's very much based on me and my personal taste, and it's all about dressing simply and let your accessories do the talking and let your accessories really elevate your looks for people that are watching this on YouTube.
And Spotify, you're wearing your pieces now, right? Yeah, the belt. The earrings. Earrings. Beautiful belts. As we'll get into the belts have really taken off. It's pretty crazy, but I think it's such an easier way to get dressed to just kind of have those staple pieces and then add accessories too. So you started in 2019, you started really lean. What was the launch budget and what did it go to? I wanna say our budget was around 20,000. It might have been less. I think we went from the idea to launching in about three to four months and we just kind of launched and, , went for it.
Yeah. And we look back, my husband and I on [00:02:00] what we thought we would do that launch day and we laugh, like we thought we were gonna do like half a million dollars on the launch day, but, um, I think we had a lot of traction in the beginning. Mm-hmm. Our first year was really strong and. That's kind of how it all was born.
We, well, I felt like there was a white space for jewelry at the time. I think there's been so many jewelry brands that have come up since then, but at the time I just felt like there was this need for a brand that felt like a fashion forward jewelry brand that was delivering things at a more accessible price point.
Our brand has very much evolved throughout the years, but. The beginning vibe was, has always been consistent. Yeah. And you did a million in revenue in your first year. Amazing. Correct. Yeah, it was crazy. Where did that, like where did everyone come from, I think? How did you find those people? So I obviously have been building my audience for quite some time, but when we launched the brand, I had around a hundred thousand followers.
Yeah. I wasn't like this major person because now you have 800,000, right? [00:03:00] Yeah. And it wasn't like I was this major, major person, but I was definitely better back then about. Going on stories. Mm-hmm. Talking to my community every single day. I was a bit more involved. And I think it had to do with that.
And it also had to do with, I was living in New York. I had so many other influencer friends, and every single person came out for me on launch, and we just had so many people wanting to wear our pieces. So we had just. On top of obviously doing Facebook ads and ads, we did have a lot of organic support from a lot of girls who just genuinely loved the brand and the pieces and would share about it and.
I think that's what helped us grow quite quickly in the beginning. I'm gonna dive into all of those things that you just mentioned about your content strategy and what's working there, working with influencer partners and a little bit more about your ad strategy in a minute. But something that really strikes me about you is I feel like you're someone who you kind of just woke up one day and you were like, this is [00:04:00] the person I'm gonna be.
Yeah. This is how I wanna show up. Then you just did. And I remember watching that evolution as well as someone who was following you and knew you kind of, and you just did. You're someone who woke up and you're like, this is who I am, who I'm gonna be now, and I'm this entrepreneur and this is my style and this is how I show up.
I'm really curious about that. Yeah. And how you actually made that happen. Uh, yeah. I don't know. I think I've always been a relatively confident person, but then I also think. There was a huge part of me that was disappointed of where I was at in life. Mm-hmm. When I started the brand, I felt like I had so many girlfriends who were such bigger influencers than me at the time.
I was so influencer focused on Yeah. As that as my goal and I felt like I was just kind, I felt like I wasn't fulfill, fulfilling what I was could do. Yeah. And I think it also had to do with looking up to other women that I thought dressed so impeccably, I love. Rosie and these super classy, [00:05:00] chic women that I was just like, if I wanna be anything in this world, it's that I want someone to identify me as classy and chic, and I'm just gonna go for it and redo my entire wardrobe and become this woman that I wanna be.
And I think that's what's fun about fashion. Right? You can redo my wardrobe now. I can. I've done it for a few girlfriends. Have you? Yeah. And I'll go through their closet and I'll tell them what looks good on them and what doesn't. Mm-hmm. Um, but yeah, that's what's so fun. You can be anything you wanna be, like fashion's all about self self-expression.
So if you wanna feel a certain way about yourself and stepping into that identity, you totally can. There's nothing stopping you from just being a completely different person. I love that. Okay. I'm gonna be, I'm gonna show up as I'm totally different tomorrow. Let's talk about the business Now. I, I had to cover that off 'cause it is something that I've been thinking about a lot as I look at what you've done and what you've built and how you show up as this , amazing, confident.
Founder who represents your brand so well. But I wanna talk about the business side of things. So you launched pretty [00:06:00] scrappily, $20,000 for a launch. Budget isn't a huge amount, but you, you were on the ground finding your own manufacturers, doing all of that kind of stuff. Talk me through how you found those partners.
Are they still the same ones that you're working with today? No. So in the beginning when we were just jewelry, we were, we had a manufacturer in New York City. Mm-hmm. And I would like. Uber to their office and sit there and like do the CADs and explain what I wanted. And it was very scrappy. And I have to admit, I'm not proud of that product.
Now. Our products are so much better now. The quality of everything we do is way better. But at the time, you know, we just kind of started and went for it. And I think something I've been thinking about recently too is so many founders give the advice of Just Start. Mm-hmm. And I do think that's. So important and I'm so happy with that.
We did. But I do feel like there actually has been some maybe negative effect of [00:07:00] people who maybe bought from the brand in like 2019 or 2020 and the, and the, they didn't, they weren't obsessed with the quality. Yeah. So that has been a bummer where I'm like, Hmm, maybe I need to start giving people the advice of it is important to just start, but it's also important to.
Be really careful about the quality of what you're selling from the very beginning. 'cause it can be hard to change someone's opinion if they've had a ne negative experience. Yeah, that's actually really good advice. Yeah. And but at the same time, I'm really glad that we did just start. There's also a lot of people who are like, I still have all my jewelry from two, 2019, so it, it's kind of hard to comment on.
But yeah, in those early stages it was very much just me making what I thought was cool. Looking at inspiration from. Very high-end designer brands and just kind of doing it at a more accessible price point. I think what's really interesting is seeing, , you are doing this in jewelry. A couple of other brands are doing this in other spaces, but you have this positioning of being this really like beautiful luxury, treat yourself [00:08:00] kind of brand.
You've got the high quality product, you are you 24 karat gold. Yeah. So every, everything is, all of our jewelry is played in. Yeah. I'm really focused on the jewelry because that's how I know you, but I know there are other categories. So it is all beautiful quality. , and then the price point is a, , just makes it so much more accessible, I think, than a, than , what you might expect for the quality and the positioning.
And it's kind of like a okay, I can get it for myself and like a birthday or something like that. Yeah. , , and I think that's really clever to find this, find this like space where there's an opportunity to make luxury more accessible to people. Is that something that you did intentionally?
Yes, a hundred percent. Yeah. When. When I was launching the belts and the eyewear, especially even the belts, I was like, okay, I feel like I could go make a better belt than Kate the row. Mm-hmm. And it could be the exact same quality, but I feel like I can make it for a fraction of the price. Mm-hmm. So I think that's why it's really, but without diluting the brand as well, you know?
Of course. Like you're still beautiful. It's still not inexpensive. Yeah. Like our AOV is three 50. Yeah. Which is [00:09:00] very, very high. Yeah. Especially in. With like founder led brands. Mm-hmm. I don't really know any other brand that's mm-hmm. Any higher than that. So, um, or creator, founder brands. Yeah. Um, I think it's just very authentic to me.
I think when I. I feel like the world just does not need more crappy products. Mm. Like it's really just that simple. And I think I treat something differently when I've like spent a little bit more money on it and it's better quality and it's something I'll know I'll have in my closet for 10 plus years.
It's not gonna disintegrate or it's not gonna be so of the moment that it, you look at it in 10 years and it's ugly. And I think that's kind of why we do everything that we do. Matt and I are so passionate about the craftsmanship behind everything and. That's what I enjoy doing. Like we are working on other categories and we might scrap one of them because I can't get the price point down Right.
And I'm like, okay, we probably would do great selling this, but we're gonna have to charge quite a lot [00:10:00] for it. Yeah. 'cause I'm not really wanting to just go to China and do it. Yeah. And like the positioning then is different for the whole brand and like, does it make sense? Yeah, exactly. Yeah. So it's, I think it's, it's hard to figure out where, where you should sit price point wise and.
My husband and I have been having a lot of conversations recently about how we're about to enter into a recession. Mm. And I'm like, I don't think we will are gonna be in trouble because our business isn't based off being the most affordable brand. Yeah. So I'm hoping, yeah. I mean, everyone's just like, what are we about to, yeah.
What are we about to be dealing with? I Think that positioning and that pricing strategy is really interesting for anyone who's listening to this and they're trying to think of a business idea.
I think taking that positioning and adding it and just applying it to different categories, different types of products, and thinking if something is, is retailing for a couple of thousand dollars, how can you make a luxury modern brand? And bring the price down and retain quality. And [00:11:00] then there's like a white space in so many different categories, a hundred percent.
So I think it's a really clever like strategy to come up with a business idea for anyone who's looking free idea. Let's talk about ads and paid ads. So your husband, is his name Matt? Yes. Yes. Okay. Your husband is your co-founder as well? Yeah. And you guys work on the business together and he's been doing the paid ads?
Yeah, so he has a finance back background. Uhhuh. He used to be a trader. So he very much loves to sit on the computer and rejig the ads all day. It's worst nightmare, by the way. Yeah. I couldn't think of anything worse than doing that. Exactly. Um, yeah, like on Christmas day and like Black Friday, he doesn't go to sleep.
Mm-hmm. Like he stays up all day and all night. So we're currently looking to fill that position 'cause we do think it could be taken to the next level. But we kind of go through phases too, where we will just kind of shut off ads. Yeah. And we'll just kind of let organic roll a little bit. But obviously when we go on sale, we see a huge spike in ads because, you know, especially 'cause we're more of a higher price point [00:12:00] brand, when something goes on sale, we get a lot of new customers.
So he's really the one behind it. And then I'm helping with the creative for the ads. And obviously founder led ads are very helpful. Like whenever I'm just doing an ad, speaking to the camera about the product or about. The motto and everything. Those always perform really well for us. That's really good to know.
Um, I feel like you would go really well on Pinterest. Is Pinterest a big platform for ads? Yeah, we have. We get a lot of organic Pinterest. 'cause like my photos are all over Pinterest, but we haven't really, I wouldn't say it's like a big percent Pinterest at all, but we have a lot of organic sharing on Pinterest over the last couple of years, you've also added new categories, and that's been a big part of your growth, I'm assuming, really talk me through that approach and advice for people who are maybe have one or two products and are trying to think of ways to grow their revenue.
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Yeah, so I do, I read a lot about, , people giving advice to just be very singular, do what you do best, but I think.
If we didn't launch these new categories, we probably would've liked one under. Mm-hmm. Like I think launching the belts and eyewear, we spent almost a year and a half developing it and perfecting it, and it was a really big risk for us. We both put a lot of our own money into making that launch happen, and I didn't sleep for months.
And then when it launched, we, it was so well received. I feel like there's a lot of people who just know or in belt. We've basically become a belt brand now, and it's oh, close to like 70 to 80% of our business depending on the month. Wow. So [00:15:00] that's been really interesting to see because I remember when we were talking about that my husband was even like belt, like, okay, I feel like the eyewear is gonna do way better, but let's see.
And I was like, no belts. There's such a white space. Yes. That's Everyone like owns it. Really? Yeah. We're gonna crush it. I know it. And it's been such a game changer for us and that makes me so happy. But. we've never wanted to launch too many categories too fast, because I think you also wanna be known for something you don't wanna be confusing about what you are.
And I think it's important to be very intentional and like slow and steady with launching new categories. Yeah. I, I, and I understand the advice that people have given you or have said to you about, um, you know, finding what you're good at and like sticking to that one thing. But I, I think that actually applies to multiple product categories because what you're doing is.
The luxury positioning. Yeah, the more like more still expensive pricing, but like, you know, more accessible compared to that and then the high quality and it's just like taking that to different categories. So I feel like it's not a distraction. You're just like actually just focusing [00:16:00] in on what you do as a brand really well.
Yeah, exactly. I mean, I'm curious to see what happens. We have new other things coming and mm-hmm We've thought about maybe no longer selling jewelry, no longer selling eyewear if like the other categories are really taking over. We're like, okay, is it more, is it interesting? Better to be like simplified about what you are and, but we'll see.
I don't know. It's so hard because I feel like there's still so many people that love our belts, love or love our jewelry, love our sunglasses, so, yeah. Interesting. Yeah, we'll see. Yeah, it's, it's also like really cool to hear someone who is at your stage and, , I guess everyone who's from the, sitting on the outside looking in on, , brands like yours.
You just assume . Everything is so figured out. You've got the 10 year strategy, you've got the plan, and it's like you're sitting here saying, actually, I'm not sure if this category is the right one, if we should discontinue something or launch something else. And it's really helpful and affirming to hear someone say that because we all have that.
Of course. Yeah. I think it's so important to [00:17:00] share that. It's been a really hard road for us, you know? Mm-hmm. We're not exactly. Super proud of where we're at for five years. You know, we we're, I think you're hot on yourselves. We're really hard on ourselves. Yeah, I think you're really hot on yourself. Oh, I think that.
We just wish we were much, but like neither us. Yeah. Yeah. I, I, I get it. And that's totally normal and I think that's good to share as an entrepreneur that, because we all feel the same way and I think it's important to share that it really hasn't been like an easy breezy five years for us by any means.
Like Matt and I have had the so many blood, sweat, and tears, the amount of times we're just like wanting to give up over the years has been a lot. So I think that's important to share because I think. I never wanna present me or the brand in this like perfect light that it's just been slow and steady.
Amazing growth. Growth the whole time because that's very much an anomaly that people just like skyrocket really fast. We've been growing very slow and steady and I keep trying to tell myself slow and steady wins the race. Yes. [00:18:00] I slow that. That's very relative. Like yeah. You know, all relatives slow and steady.
'cause again, from the outside, the numbers that you guys are doing and. The celebrities who are wearing your brand and the traction that you've had is incredible. But I totally understand. You are very clearly someone who has really high expectations and goals in themselves. Yeah. So yeah, go get it, but also be, be proud of what Yeah.
I wanna talk about celebrity partnerships. Okay.
, you started getting celebrity interest within your first month. Yeah. What happened? It's insane. , we were on Bella Hadid within the first month. How? Honestly, it was really organic. I, you guys like friends or something? No. No? Okay. No, I'm guys, I'm not an nepo baby or like a socialite or anything.
I'm really random. Nobody , someone I know was, is her stylist assistant. She used to work in PR and then she became a stylist assistant and just put her stuff, I ha like asked me for all the necklaces when we launched and it was just there during a fitting and Bella Hadid picked it up and wore it a few times.
Wow. It was crazy. So [00:19:00] I think that's been a big part of it is every single celebrity we've been on the product, just we've been able to get our foot into the door where the product is in the room. And the celebrity picks it. Mm-hmm. So I think that's a big testament to us. And the quality and the designs.
And the styles. You know, it's never been this paid for placement or everything has been completely organic. A lot of times we're just like gifting them super. Like I'll sit and be like, okay, what do I think Haley would wear from this new collection? And I'll try to like guess and. You're just kind of waiting around hoping they wear it.
But you can go like a full year of gifting so much stuff and not seeing anything. So it's kind of very hit or miss. , and I do think celebrities have a different, they don't move product the way they used to. I think it's very much more of like a brand credibility thing. Mm. We had an earring that Hailey Bieber, like a hoop that Hailey Bieber wore in 2020.
She wore quite a few times and it was a bestseller for over a [00:20:00] year. And we weren't even really. Using, like, I feel like we actually don't do a great job of shouting from the rooftops that were on celebrities. Yeah. But do you reach out to press and say, you know, they wore this and do you have someone doing that for you?
Yeah, we, we go in and out with pr. Yeah. I think PR is such an interesting part of the business. Mm-hmm. We've gone, not gone through, but we've like changed up who we use for PR quite a lot over the last five years. Mm-hmm. It, it kind of depends on in the moment what we're feeling like we need. So last year, a lot of the year we had someone who just was really great at celebrity gifting.
Like she had the addresses and she did the gifting. But the strong suit wasn't as much of like articles or other strategies around it. So then I'm like, okay, I haven't had any great articles. So then I like worked with someone who helps with articles, but it's been hard for me to find someone who's really good at all three different aspects of [00:21:00] pr.
I feel like there's different people for different things that you need. I know one of my friends was trying to raise for her brand, so she did a really big push around like the numbers of what she was making. Mm-hmm. Behind the brand to hopefully get better employees to get better this, . So it's kind of depending on what you're feel like you're needing for the business right now.
I'm like, we haven't been on any celebrities in a while. Maybe we need to hire a celebrity gifting person again. Yeah. So I think that kind of helps too. There's always someone also helping with that. What does the team look like now? So you mentioned you've, you get agency freelancer PR support. Who else is building this with you?
Last year we only had two employees. Mm-hmm. And then in January we hired three new employees at the same time. Oh wow. Which was a lot as in two months ago. Yeah. Okay. And so we're really excited about that. I still feel like I'm so in the weeds of how much I do on the day to day and so is Matt.
Yeah. I can't even imagine a world in which I'm like delegating and have free time during the day, but [00:22:00] I still love everything that I do so much. I'm still. Extremely hands-on the only person handling, design, and production. My husband will handle like reorders, but I'm handling start to finish all the designs and we just brought on someone for wholesale to help with that because it's just so much work.
Fulfilling everything and then we hired someone to help with social media and then someone who is like a brand manager who helps with like emails and other like bigger initiatives. You mentioned wholesale there. Can you talk me through when you had your first stockist and why you went with them and what your retail footprint looks like now?
Who you working with? Yeah, so in 2020, in the first year of starting the brand, we launched on Revolve. It was around a month before Covid. Yep. And it did really well. And, but Covid happened, we had such bad supply chain issues that we were like, okay, we don't wanna sell our product to revolve for, you know, a fraction of the price.
We wanna [00:23:00] have it for ourselves. So we just decided to no longer fulfill orders for Revolve and no longer just do wholesale. So we started revisiting wholesale again last year, so at the beginning of 2024. And. It was honestly mainly from after launching belts. We just had so many people reach out to us.
Hmm. So Nordstrom, Neiman Marcus, shop up, revolve forward, a bunch of boutiques. , they all reached out to us. Every single wholesale account we have has just emailed us. It's been very seamless and easy. That's great. You wanna, and we're kind of just like, I'm very much the type of person that's like. If they don't want me, I don't want them, but if they want me, great.
You know, like you don't wanna beg someone to have your brand and like, I don't know. I'm just not that type of person. Yeah, I get it. It's like you're, you're trying to be a magnet rather than going after it. So I wanna talk about the money piece of all of this. Yeah. You are fully bootstrapped, you started with that $20,000 investment.
Do you think that you have put in significantly [00:24:00] more since that first 20,000 investment? Yeah. Are you paying yourself from the business? Like what is this business support like? Is it supporting you yet? Like, where are you at?
So yeah, I think it's important to be like open and honest about these things. Yeah. They're not hobbies, they're businesses and we need to talk about the money piece. Of course. Yeah. Um, and so I've never paid myself a dollar mm-hmm. For him. I. I'm lucky that I might simultaneously, while this happening is happening, my content creator business has been thriving.
Yeah. With very little effort. And then my husband also likes still trades. He used to be a big trader. So that's where we have a lot of our. Personal income. And I think that's important to share. 'cause I think a lot of people think like, I don't know, assume that like our parents are super wealthy. Yeah. Or whatever it is. But behind the scenes it's very much , not a struggle, but it's, it's not easy. Yeah. And, and I feel like we don't get to do a lot of things that we would wanna do because [00:25:00] we don't have the extra cash.
But. I think in the end it's helped us with like appropriate amount of growth and maybe one day, I don't know if we will ever bring on investors. Yeah. Talk to me about that. It's hard because I've been actually a lot of, , very reputable. VC firms and venture capital people have been come, like wanting to get on Zoom calls with me.
So I have been taking the calls, obviously. Mm-hmm. And it's so hard to not get sucked in when someone is like, oh, we took this brand from 700 K to a hundred million in, in three years with our investment. And I'm like, wow, that sounds nice. Yeah. Yeah, that sounds great. But at the same time, I think I, I don't know, it's hard.
I also had a meeting. With a very reputable company and they do a brand that's doing very well. And it was interesting, they were like looking at our belts and the first thing he said in terms of the business was, I wanna go to China and do all your belts there. Instead, [00:26:00] I can do it for X, Y, Z cost instead of what you're paying.
And it looks the same like showing me them. I'm like, that doesn't look the same. Yeah, that's not the same To me. That looks very different. And I think. I don't, I don't wanna be like a sellout, you know, never say never. Obviously we're all in business, but at the same time, I feel so close to the product and I'm really proud of it.
And I think that my, our customers and audience really enjoy our products and I wanna stay true to that and be able to grow from the word of mouth of how great the quality is, or how much they love the brand versus, you know, always being the most. Having the biggest profit margin to run this huge business.
I don't think that's really my goal. Yeah. You said before you mentioned, , that you still, you know, you really love the work that you're doing every day. I look at where you kind of started, where you were when you started the business, and primarily you are working as a critic creator. [00:27:00] And it was you and your husband doing this together and now you've kind of got this team that's building and , things are probably getting a lot more like complicated For sure.
And I'm curious about what your relationship to entrepreneurship generally and like being a founder is. I was talking, I was like texting my husband literally this morning. He's in Australia right now. I'm here, my baby's there. Like I'm on being on a plane doing all of these different episodes and, and filming for the show.
And I was like, I don't like, I don't know. I don't know why I'm doing this. Like this is so hard. Like should I, I could just do totally, I could just do something else that would be so much easier and probably pay me more. Exactly. And so I'm always really curious, , how do you feel? And it probably changes day to day, right?
It changes day to day. How do Depends on what day you catch me on. If Matt and I had a fight the night before, , I think. I think it's important to really share that. It's , it's hard, you know, but nothing in life that's easy is, you know, [00:28:00] is as fun. You're really on this journey and I think if I didn't go for it and try to see what I was capable of, I would regret it.
That's it, isn't it? It's , what am I capable of? Yeah. I think I would probably have such a deep sense of. Regret. Yeah. But then I also have so many friends who are amazing moms, and that's what they do full time. And I'm like, wow, that's really nice. Yeah. But they're like, what? Hey, do you, you wanna come hang out at 12?
Yeah. On Tuesday? And I'm like, no, no, I can't. I can't. Yeah, I get that. But I think. I think at the end of the day, it's, I, I haven't had the extra layer of being a mom yet. Mm-hmm. So right now it's very much selfish, but I do have the struggle of like, running a business with my husband. Mm-hmm. And, you know, every second of every day revolves around the brand and how well it's doing, how well what's going on.
So it, it's, it's definitely stressful. But at the same time, I'm so proud of myself and like, I feel like I get to also express myself creatively. And that's really [00:29:00] special too, because. You know, I have like a closet full of my creations. Like how cool is that? So yeah, it's amazing. Yeah. , before we wrap up, I wanna ask you what your launch strategy is when you launch a new category.
Just in terms of marketing, what are you doing? Yeah, so we used to do a very interesting marketing strategy when, which I think is a good strategy to do if you don't have a lot of budget. Matt and I would like go on a cool trip. And he would just shoot me and I would story and take videos of like, this is what I'm wearing at dinner.
These are the earrings I'm wearing at dinner. And it all felt very organic 'cause it was now that I have a team and now that we are also trying to move the brand away from just being about me, which I feel like it very much is, I would say that majority of our customers don't know who I am. And. So we have a launch coming up actually next week, and we have a really strong rollout for it.
We're really, really excited. So we're doing like a [00:30:00] teaser of the reason why we chose kind of the theme around the campaign and what the designs were inspired by kind of we're doing like a full week of teasing it, basically. Amazing. So I'm excited to see that come to life. I think this is the strongest like rollout of a collection we've ever done.
So I'm, I'm so excited to see how that goes. It's gonna be very much, it's called the Heritage Collection, so it's very much like Western inspired. Mm. It was really fun to play into a lot of the things, and the shoot was outside with horses and, okay. Can't wait to see this. Yeah. It's really cool. And I styled the whole thing myself.
Yeah. Wow. Like with my own clothes. So that's also another piece of it that I think is really important is. You can obviously do this very cool like editorial thing, and I think there's a time and place for that, but at least for us in our audience, they like it to have this element of like, they can save the outfit and they can envision themselves wearing the product.
With said [00:31:00] outfits. Yeah. When we've done like very editorial looks, I think it doesn't resonate as much. Yeah. Because someone's like, oh, I'm not like wearing as a customer, that feels right to me as well. Yeah. Like, well, I'm not gonna be wearing that in my own life. I feel like a big part of.
Following along on the brand is about getting an outfit inspiration. , the last thing I wanna ask you is for resource recommendation. Okay. Something that people who wanna do what you are doing can go and check out. Yeah. So I am very much. Love podcasts. I feel like I'm very much an auditory learner.
Mm-hmm. And I will think of a brand or come across a founder that I just really wanna know more about. And I'll just binge episodes of them. I love that. It's parasocial mentorship. Yeah, exactly. , and I think that's so helpful because sometimes I'll, I'll say, oh, I love. I wanna be that brand one day.
Mm-hmm. Or like that brand and being able to hear their story and just like feel that connection with them is so powerful. Thank you so much for coming on the show. Thank you. I'm so impressed by everything you've done. Oh, thank you. Since I [00:32:00] saw you last like eight years ago. Yeah. We've come a long way and I think this is so nice.
I think it's great to give other female founders advice and tactical tips and we're all in this together. We appreciate this. You.
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