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In addition to its DTC business, the customized Fine Jewelry brand is a target combination in the brand Tiny Tags, which is sold in about 1,700 stores and is expected to sell 7 million to $ 9 million this year. On this week’s episode of the Chamkadar Podcast, the founder and CEO of the 13 -year -old brand, Melissa Cleatin, discuss how she is expanding this brand with focus on mother and “back in the basics” for marketing, and without any funding. Highlights of the event below were lightly modified for clarification.
Not to rely on Meta
“We have increased the business by going back to the basics: a wonderful product, amazing customer service, really good story and building a community. We have a great word in our mouth. We know that our mother wears our jewelry, and then their sisters see her, and their friends will see her, and we will see her with her friends. Has worked – and we are not in the business of buying consumers clearly.
The rest of the self -financing
“I have never chosen to raise money. I may be a controlled devil, I don’t know, but I like his journey. It was never about making enough money so that I could sell it and lie down through the pond. I need to do something, and I love, like to work – it’s my passion. I’m looking forward to Monday morning … I think when your business is not a means of ending and you like the journey of all this, there is very little pressure that you put on yourself. Obviously, I have to pay my bills, and this is our only income as a family because my husband works here – but I never wanted investors, because I don’t really want people to tell me what to do. And, as far as cash flows, for the DTC brand, it has always been that someone commands something, and then we make it – so cash flow has never been a problem. Target [brand] Has been a very different animal. Fortunately for us, my husband is from New York, so we have a great reputation, and we have not moved beyond our sources as a business. So, we got a line of credit, and we have been able to fund the business internally without going out. So, no, I’m not looking at anyone in the near future, but you will never know. … In a couple of years, if someone said to me, ‘Sell me a piece of business,’ but I will become the face of this business and run it and they believe in our values and what we are doing, I can see something. But now, I’m just honestly having a lot of fun, and I love what I have.
Why? The target on the target. There is no danger
“No, [I’m not concerned]. I read a lot of business things. I am a great believer to be responsible for the content you used. So, no, I’m not seeing all this noise. Personally, the target had reached me many years ago, and they came to me because they saw that we were doing something that was meant for people, and they were nothing but a wonderful companion for me. … I have heard the stories of the big retail, and this 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 money from us. They have understood our obstacles financially, and they believe what we are doing. … The whole business of small tags is about happiness within us, it’s about thankful, it’s about contact, why we are on the ground here – and the target saw, and they were like that, ‘We want to take you what you are doing on a large scale.’ So, I can just say big things about the target. … I think this is just a kind of media stunt on which the media has picked up, and such things have been caught. “
