This is a follow up story for Bailey's Blossoms. If you're interested in reading how they got started, published over 2 years ago, check it out here.
Hello again! Remind us who you are and what business you started.
As Founder and CEO of Bailey’s Blossoms, a socially driven e-commerce children’s clothing line, I am humbled by the continual growth and progress we’ve seen over the years!
As a mother of six children, with no degree or formal training, I never imagined what a small kitchen table-derived dream could become. Despite some of the massive global challenges of the past year and a half, we were blessed to see 68% YOY growth, ending 2020 with $10.6M in online revenue.
Tell us about what you’ve been up to! Has the business been growing?
In the first two weeks of the Covid-19 shutdown, our sales plummeted. As fear set in, we let go of 3 of our team members and hunkered down for the unforeseeable future and the potential devastation it could bring. Thankfully, as we’ve weathered severe storms in the past, we were able to call on one another to rise and take the challenge head-on. With that, we started a “30 days of Smiles” campaign on social media. With the focus on engagement rather than sales, and an attempt to bring joy into the lives of struggling parents all over the world, we opted to listen to the shifting needs within our industry and specifically, our online community.
A line of mommy and me loungewear and comfortable stay-at-home basics was quickly designed and launched with great success. As our numbers continued to climb we began posting new positions and increased the size of our team by 15%. With the emotional health of our team top of mind, we implemented a company-wide mentorship program based around personal goal setting in the areas of physical, intellectual, emotional, and social growth potential. Each team member meets with his or her mentor once a month to touch base on personal goal progress and ensure they have the proper support to find success.
As we have focused on people, our community has continued to strengthen and grow. With over 680,000 followers on Facebook and 338,000 on Instagram, we opted to add new channels such as Tik Tok and Google ads. With an online store conversion rate of 2.64%, we are constantly looking at ways to further optimize our mobile shopping experience.
Bailey’s Blossoms has always been consumer content-driven. With 85%+ of images on our site representing and submitted to us by our fans, we are proud to be an industry leader in original, authentic customer content, allowing our community to drive our mission, goals, and even brand voice. With our focus on serving those within our current ecosystem, those same customers become the biggest brand advocates and drivers of new customer acquisition.
What have been your biggest lessons learned in the last year?
When times get tough and funds get tight, innovation has a fighting chance. As we went back to our roots and considered how we might better engage the consumer, we opted to invest more heavily in influencer collaborations. In response to fan feedback, we launched a monthly subscription box and partnered with complementary brands to provide an additional value to our customers each month at no cost to us. When the focus is on the people you serve, loyalty takes root in both directions, leaving a wake of success as the natural result.
What’s in the plans for the upcoming year, and the next 5 years?
The pandemic created an opportunity to reset and consider what is most important. As we saw store shelves go bare and emotional health concerns increase at alarming rates, we are turning our focus to providing sustainable options for our team, outside of earning a simple paycheck. From a community garden to a chicken coop and beehives, we are looking to provide ample resources for all within our organization who wish to participate and learn new life skills. As we get our house in order we look forward to paying it forward within our community and offering more new designs each week for our tween and teen line Peyton Bre, as well as more mom and my options.
Emotional, physical, intellectual and social wellness create a balanced approach to life and leadership that allow us to truly take our visions to reality.
The future is an exciting concept as it is where all the dreams lay in store. We have our sights set on the launch of a boys' line under Bailey’s umbrella, as well as a curated newborn box option.
Have you read any good books in the last year?
While I have loved many books this past year, the one I am most excited about is the one I will be releasing in the coming months! It’s been a long time coming and I can’t wait to share all of the knowledge I’ve gleaned over the past decade and a half of doing business!
Advice for other entrepreneurs who might be struggling to grow their business?
Business growth often mirrors personal growth. If you feel personally stagnant, don’t be surprised if your company follows suit. One truth I cannot refute is that of the reflection my business often takes on of me. For me to lead fresh and up-to-date, I have to work hard to keep my mind engaged and challenged, but not overwhelmed. There’s a fine line to walk to maintain residence in the land of innovative thought!
Emotional, physical, intellectual, and social wellness create a balanced approach to life and leadership that allows us to truly take our visions to reality.
Are you looking to hire for certain positions right now?
We are always looking for new talent with a desire to bring innovative ideas to a dreamer's table! Right now we are expanding our marketing and operations teams.
Where can we go to learn more?
If you have any questions or comments, drop a comment below!
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