If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask two entrepreneurs to share their insights on how to successfully grow a business with a high profile clientele.
In this edition of “Ask the Board,” we feature Gina Kuyers and Margot Adams, Co-founders of Luxeire, a seven-figure, sustainable womenswear label based in New York City. Through trial and error, this mother-daughter duo has learned how to attract high-profile customers and keep them coming back time after time.
Prominent women, such as Jeanie Buss (the owner of the Los Angeles Lakers), Chelsea Handler, Lara Trump, Dana Perino, Dana Bash, and Sarah Flint have become our customers. But this didn’t happen overnight. Here’s what we did to target the high-profile demographic and build our clothing business.
Create products that stand alone
Develop products that are true disruptors—feeling, fitting, and functioning in a class of their own. High-profile customers are inundated with options, so delivering on every claim sets you apart. You can’t be like “everyone else.”
Showcase value through targeted advertising
Use well-targeted ads to visually and authentically demonstrate the unique fit, feel, and functionality of your products. High-profile customers respond to clear, compelling visuals that reflect their lifestyle and needs.
Leverage testimonials
Share feedback from discerning customers who praise your product’s superior quality. For example, a frequent customer of the brand is Jeanie Buss, who said, “They knew what I needed and wanted before I did.” This speaks volumes about understanding and exceeding expectations.
Personal, authentic narratives appeal to high-profile customers who appreciate the human connection behind the products they invest in.
Gina Kuyers and Margot Adams, Co-founders of Luxeire
Articulate a thoughtful value proposition
Appeal to women who are intentional about their choices and have high standards for the people and products they invite into their lives. Highlight how your brand aligns with their values of quality, thoughtfulness, and elevated living.
Rely on U.S. manufacturing and transparency
If applicable, you’ll stand out by sharing the rarity of manufacturing in the United States, particularly in New York City. Highlight transparency in your process, including offering studio visits by appointment, to build trust and reinforce your commitment to quality and ethical practices.
Highlight sustainability and luxury
All of our garments are created with recycled, luxury Italian fabrics. We make sure to showcase this any time we can. This resonates with high-profile customers who value sustainability paired with premium materials and craftsmanship.
Don’t forget the power of storytelling
We share our story as a mother-daughter business through our website and social media. A lot of our customers are Gen X and boomers who are mothers themselves. Personal, authentic narratives appeal to high-profile customers who appreciate the human connection behind the products they invest in.
Anticipate customer needs
Many of our customers are busy, successful women who are looking for wardrobe solutions that fit into their busy schedules. Strive to anticipate what your customers need before they know it themselves. Position your brand as an essential partner in their wardrobe by staying ahead of trends and delivering solutions that reflect their lifestyles.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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