APPLE PODCAST | SPOTIFY | YOUTUBE
Are you curious about what it takes to pivot from one successful business to another? In today’s episode, I’m excited to bring you a conversation with Stefania Colucciello, the founder of WEDideas and Coastal Bloom. Stefania’s journey from owning a silk flower business to creating a thriving boutique is nothing short of inspirational.
Authenticity and Live Selling in Retail
From Argentina to America: A Boutique Journey
Stefania’s story begins in Argentina, where she was born and raised in a family deeply rooted in the boutique business. She fondly recalls the smell of fabric and the experience of making dolls from fabric scraps as integral parts of her childhood. However, her journey took a significant turn when she moved to the United States at the age of 23, speaking very little English and facing a completely new environment.
The Accidental Success of Silk Flowers
Although Stefania always aspired to own her boutique, she initially ventured into the silk flower business. This unexpected path began when she sold her wedding flowers and found success on platforms like eBay and Etsy. For nearly 20 years, Stefania ran a thriving silk flower business. However, the dream of owning a boutique lingered in the back of her mind.
A Leap of Faith During the Pandemic
The COVID-19 pandemic served as a pivotal moment for Stefania. With an abundance of inventory and a booming demand for silk flowers, she saw an opportunity to transition to her true passion—boutique fashion. Despite the initial fear and uncertainty, Stefania’s first Facebook live session was a resounding success, marking the beginning of her boutique journey.
Navigating the Transition
Transitioning from a successful silk flower business to a boutique was not without challenges. Stefania acknowledges the differences between the two industries but emphasizes that her extensive experience in business management, marketing, and production provided a strong foundation. Her familiarity with platforms like Etsy and years of attending markets in Atlanta and China equipped her with valuable insights.
The Power of Live Sales
Stefania’s background in journalism and broadcasting played a crucial role in her success. Despite being socially anxious, she feels comfortable in front of the camera. Live sales quickly became the backbone of her business, accounting for 95% of her revenue. Her daily live sessions are not just about showcasing products but creating a fun, interactive experience for her audience. Each session features a carefully curated collection, complete with styling tips and outfit solutions.
Building a Community
One of the keys to Stefania’s success is the strong sense of community she has cultivated. Her live sessions are more than just sales pitches; they are social hours where she discusses everything from fashion to personal anecdotes. This authenticity and engagement have fostered a loyal community that extends beyond the screen.
Advice for Aspiring Live Sellers
For those considering live sales, Stefania offers valuable advice. Having a clear direction, engaging in conversations, and sharing personal anecdotes can make a significant difference. She emphasizes the importance of being authentic and creating a welcoming atmosphere for your audience.
Maintaining Brand Consistency Across Platforms
Stefania’s commitment to brand consistency is evident across all marketing mediums. Whether on Instagram, email, or her website, she ensures that her brand’s aesthetic remains cohesive. This attention to detail helps create a recognizable and memorable brand identity.
The Lifestyle Brand Approach
Stefania’s success extends beyond just selling clothes; she has built a lifestyle brand. Her customers trust her recommendations, whether it’s fashion, hair extensions, or even menopause survival kits. This holistic approach has created a loyal customer base that values Stefania’s expertise and authenticity.
Sourcing Unique Products
Stefania’s unique product selection sets her boutique apart. Her Italian heritage and love for Italian-made clothes are reflected in her inventory. She has established partnerships with small vendors, allowing her to produce custom designs that cater to her audience’s preferences.
In This Episode
Let’s Connect #AskAshley
- Have a question or guest recommendation? Let us know your feedback directly here!
- Do you love the Boutique Chat Podcast?! Subscribe to our podcast and after that, leave us a review on iTunes Apple Podcasts here!
Must Have Resources
- The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube
- Boutique Summit 2024
- Small Business Marketing Handbook
- Small Business Hiring Handbook
- Brand Owner Basics Masterclass
- Tradeshow Marketing Handbook
- 2024 Trade Show Calendar
- Boutique Hub Black
- Hubventory.com
Recent Posts:
- 5 Critical Boutique Tips to Increase Holiday Sales
The countdown to Christmas has begun and Black Friday will be here soon. Are you ready #BoutiqueBoss?!? We’ve got 5 critical tips for your holiday sales to help you make it your best year yet! - Identifying Traffic Patterns
Do you ever feel like a squirrel? Like you have 10,000 things to get done all at once—and you don’t know where to start? If so, today’s Five Minute Friday is for you! Listen in as I break down the six layers of retail and explain how to assess where you are in each so that you can tackle the most important roles in your business first. - Save the Date for The Boutique Summit 2025
Mark your calendars and get ready for an extraordinary event that promises to inspire, educate, and connect! We are thrilled to announce The Boutique Summit 2025, an exclusive conference designed just for you—the passionate independent retailer striving to make your mark in the retail world.
