Mia Ray, founder of Glam-Aholic Lifestyle
Photo Credit: Quenton Ross
“No paid influencers, no active ads, no viral moments. Just you and me.”
This note shared by Mia Ray to her Instagram followers in July illustrates the secret behind the Glam-Aholic Lifestyle brand’s unprecedented success. Armed with her love of fashion, her phone and some very loyal fans of hers, Ray has revolutionized the market and redefined the accessories industry.
With pieces typically ranging from $40 to $250, Ray’s imaginative line of lifestyle bags is on track to generate $25 million in revenue for his business this year. Beginning in 2010 as a blog chronicling the latest fashion and beauty trends, the brand has continued to expand its product offerings from luxury accessories to home décor and, more recently, luggage.
Staying on top of the needs of his devoted consumer base, in May 2022 Ray launched his own line of luggage. When the collection launched, the affordable luxury items sold out in less than 10 minutes, generating $700,000 in sales for the former full-time fashion and lifestyle blogger.
With less than 4% of black female entrepreneurs reaching the million dollar mark, their billionaire mark is an anomaly and shows no signs of slowing down. In our exclusive interview, Ray carefully explained why his disruptive vision has seen exponential growth, year after year.
customer commitment
“I invest in my clients,” he responded when asked about his strategies for breaking the glass ceilings he had been presented with. Ray dropped out of college with no business experience and started the Glam-Aholic Lifestyle blog in 2009. After spending a year blogging without making much money, Ray used $99 of his own funds to create Glam-Aholic’s first product sampler. Aholic.
From there, he offered preorders to interested readers who paid $50 for each item they wouldn’t see for another 30 to 45 days. “And it worked,” she exclaimed. “My readers trusted me enough [to deliver].” Ray relied on what he knew about the market and the fashion and lifestyle industry to combat his fear of entrepreneurship. Speaking about how he allows his customers to feel seen and heard, Ray said that he has been able to “take a seat right in the middle” of other notable fashion brands, which continues to be his commitment to Glam’s core consumer. -Aholic.
“I think a lot of people focus on the products and don’t understand who they’re talking to. I filled that void of having something modern, stylish and affordable,” Ray emphasized. “There was a missing window of women who felt ignored, and because I was that woman, I knew how to solve a common problem. I couldn’t afford a Chanel bag, but I also wanted something that was a step up from a Target bag.”
cultivated relationships
“There are so many designer and luxury lines that sell a wide variety of products, but never in a way that I felt I could afford,” she explained. Seeing herself as her target customer has spawned an entire line of high-quality items that are constantly out of stock. Keeping her ears on the streets and her eye on the latest fashion trends, Ray discovered the key to her business success early on.
“I always know what my client wants or needs because I am her,” Ray noted confidently. “When it comes to my customer base, we speak as friends.” Created for everyday women, the Glam-Aholic Lifestyle brand has made a name for itself as a cult following with remarkable conversion rates.
Previously listing her top role models as Kimora Lee Simmons, Beyonce and Oprah, Ray described being inspired by some of the biggest moguls in the business. “When you saw the cover of Oprah magazine, you saw Oprah, you know, on every cover. That’s kind of like my marketing.”
Ray’s relationship with his 184,000 Instagram followers is truly a glimpse into the ethos of a leader who values authentic connection and operates with unwavering confidence. “I actually met my maker through a friend of mine,” he revealed. “I have had the same manufacturer for 13 years.” The partnership that has now become a more familiar one keeps Ray’s business poised for unprecedented launches and innovative collaborations.
In March 2020, Ray teamed up with Detroit native Melissa Butler of The Lip Bar to launch The D Girl Collection, marked by a series of events in the heart of her city. Launched on 3/13, giving a nod to the city’s area code, Ray and Butler solidified their commitment to their roots and the customers who supported them from the start.
intimate narration
Having gone from one employee two years ago to now nine employees this year, Ray shared that he still considers his business small, but mighty. Having shipped nearly 100,000 orders over the past year, she cites her team as “a mighty punch.”
Doing the rest of the heavy lifting are Ray’s standout marketing campaigns. As the face of the brand, Ray’s direct-to-consumer sales techniques keep die-hard fans caught up in the rise of the business market. Last year, Glam-Aholic Lifestyle became the first fashion-based brand to film an advertisement inside Detroit Metropolitan Airport (DTW), a DTW official confirmed in the Michigan Chronicle.
“Storytelling is very important because it makes the customer feel more connected to the product,” Ray said of the continued success of his business. Speaking specifically about his baggage collection, he described it as something he wanted his fans to know that it wasn’t something that just crossed his mind.
Ray described in detail how Glam-Aholic clients often watch every step of the development process, through their social media channels, routinely acting as a sounding board for their many ideas. A pivotal moment for the brand came almost three years ago when it decided to treat its Instagram Live like its own home shopping network. Selling 13,000 units an hour, and nearly a million a few weeks later the same way, it’s clear that Ray’s brand loyalty always begins with the seed of a story.
Unapologetic consistency
“I think what business owners need to understand is not to rush greatness,” Ray said. After spending six years developing a line that sold out in minutes, the influential owner’s advice to “sit on things” makes more sense. Deciding to be good at one thing at a time, such as offering a single bag style available in multiple colors with each release, Ray’s focus on serving quality products to his target audience has been the brand’s overall distinguishing factor. of the.
At the time of our conversation, Ray revealed that she was currently working on ways to top the success of her latest collection, but didn’t seem too concerned about making it. “I have some fire on the way,” she said. “Essential items that women need every day.”
It is her demonstrated dedication to consistency, authenticity and passion for the people she serves that has undeniably set Mia Ray apart as an influential businesswoman. With an emphasis on diversifying her brand with items she knows her customers are looking for, Glam-Aholic Lifestyle has organically expanded into a unique and inclusive luxury brand and life-changing heritage piece. culture.
Source: www.forbes.com