Website Closers® presents a glittering brand in the jewelry market that offers a variety of vintage-inspired earrings, necklaces, bracelets, rings, and other accessories. Their products see a high worldwide demand thanks to their incredible quality, unique designs, and beautiful aesthetics.
Their pieces have been sold around the world in boutiques and department stores such as Anthropologie, Neiman Marcus, Barneys, Henri Bendel, and Shopbop.com. They have also been spotted on beloved celebrities such as Rihanna, Katy Perry, Carrie Underwood, Zendaya, the Kardashian and Jenner sisters, Jennifer Lopez, Kate Beckinsale, Kate Hudson, and Selena Gomez. Their prestige doesn’t end there, however, as they have also been featured in numerous publications, and have regularly appeared on various television shows.
They source their products from a strong network of manufacturers. Some are based in New York City and Rhode Island for domestic production, while a consultant works with the owner to produce her designs in China, Thailand, India, and Korea. They have also established direct relationships with vendors that supply the company with private-label items, making their line all the more exclusive.
Their working capital requirements are kept low, with inventory orders being placed after customers order and arriving within a few days, after which they are shipped out. For larger online sales events like television appearances, pieces tend to sell out quickly, so all products are stocked in advance to meet demand.
The company enjoys strong sales throughout the year, but like many other retail businesses, their sales peak around the holiday season. Their average customer is a woman, typically 35 or older, who responds well to promotions. She’s pleased with her first order and finds herself returning to the brand for further purchases down the line. As the brand’s products are shipped exclusively within the US and Canada, all of their customers are based in North America.
One of the most stand-out qualities of the brand is that they have never had to rely on the use of paid advertising. Instead, they rely on organic advertising through referrals and celebrities wearing their products and have even built a relationship with networks doing morning television deal segments. As very few brands enjoy this privilege, their regular collaborations with two major networks are both coveted and incredibly profitable. Their sales skyrocket thanks to these segments, as their pieces are showcased to nearly 3 million viewers every time they go on air. Alongside increasing their website sales, they also allow management to obtain a list of customers who have opted to receive emails after every sale.
The broadcast also reaches 48 million monthly unique visitors online, which is further evidence to the reach that it gives the brand. The company has worked with their PR firm for 13 years, which is one of only two firms that the show will work with on their deal segments. These segment collaborations operate on an affiliate basis, where they receive a 15% share of the total revenue earned for promoting the brand’s products. The PR firm then takes a 10% commission as well.
The brand has accounts with not just one, but three prominent affiliate marketing networks, who earn a 15% commission for sales made on the website. As the current owner hasn’t had the opportunity to drive affiliate traffic elsewhere thus far, doing so would be a very promising project for the buyer to pursue. The show has earned over $40,000 in sales in one month alone through the affiliate program.
The PR firm is responsible for the brand’s influencer marketing, as they typically gift influencers with products in exchange for promotional posts. They hold gifting suites for influences in New York and Los Angeles during specific times of the year, and as these products are very popular among influencers, the brand has risen to become the most popular client for the firm.
The current owner works about 30+ hours a week managing the company performing marketing, social media, supplier ordering, inventory management, and order fulfillment, among other tasks as needed to operate the business. Though there are no employees on staff at this time, many of these tasks could easily be outsourced with minimal training and ramp-up time needed by a Virtual Assistant and/or employee or two. Though there are no employees on staff, they do use third-party providers for jewelry production.
This gem of a deal is perfect for a buyer who knows their way around marketing. By expanding the brand’s social media presence, utilizing paid advertising and SSL, and working with the PR firm to generate additional press, celebrity, and influencer opportunities, they could cement themselves as the diamond that they truly are in the market.
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