When I set out to create ARIKO, I was intent on creating my brand through community and a modern way to grow a brand. I didn't know what that was totally but I knew from my years of experience as a Buyer that I didn't want to fail as an independent brand because or retailers' demands, payment terms, or lackluster sales.
I had this if you build it, they will come mentality. Yes - very Field of Dreams; I know. To a degree, I still do believe this. I did learn quickly though that my dreams of running a minimal amount of ads on Google, Facebook, Instagram, TikTok, and Pinterest were not going to deliver the growth I needed to make the brand profitable. I mostly paid for spam to my inbox when I ran these ads. Some platforms being worse or better than others but still with minimal results compared to spend. Rats.
Thankfully, I was approached early on to be a part of a new retail concept store powered by one of my favorite restaurants in Ventura, Rumfish y Vino. I was skeptical since it was just opening but also hopeful as I loved the vision: showcasing better clothing, home, wine, spirits, vintage and more brands next door to Rumfish and adding in a Sip & Shop bar for wine tastings and drinks. I tried it for 4 days on the weekend it opened, which was Memorial Day of 2024, this past May.
What happened was beyond my expectations for the experience. ARIKO's sales increased by 100% per month, less the cost of my space fee. My email list of subscribers increased by 40%. I ended up getting the brand into another e-commerce retailer from it as well as another local women's shop. Best of all, I found my community of people who now come to shop the brand in person to try a new style they haven't tried yet or to see what new things I'm developing and working on. The Livery is open Thursdays through Sundays, 12-8 pm and I go as much as my schedule allows to meet new customers, clients, and friends.
My whole initial plan of avoiding traditional retail and wholesale for the first 6-12 months of the brands life went out the window! I couldn't ignore how well the brand did in person and continues to do. So, it lead me to accelerate my wholesale plan and I'm now taking the brand to NYC women's market in September and LA women's market in October to meet new retail partners. My goal is to find 5-10 great specialty stores that love and understand the brand and carry it in their space's going forward.
Back to basics is my lesson from this experience. I'm grateful that I was on the other side of these markets in my past career roles and that I am not walking in blind to try to make the best decisions for business as I can. It turns out that the best way to grow a brand is the old fashioned way: in person sales via your own store space, leased space, or pop-up space are revenue game changers! Trunk shows, although not something I have yet tried, are next on my list to test out in nearby areas like Santa Barbara, Huntington Beach, San Clemente, Laguna and San Diego - to name a few targeted areas for surf inspired clothing. The journey continues as we embark on the next 6 months of business.
