Eva Spitzer is the founder and designer of Peony and Moss, the three year old fashion and apparel brand specializing in uniquely designed patterned socks. Located in Seattle, Eva’s business aim is to create beautiful socks that cater for the more modern, fashion-forward person, with an emphasis on comfort, warmth, and relaxation. From thigh highs, over-the-knees, and pretty ankle socks, Eva’s handmade designs are adored by those who enjoy the ‘cosy’ side of life.eCommerce lessonsAs a designer by trade, Eva created clothes for major national brands such as Macy’s and Bon Bébé, and was working in childrenswear development before deciding to quit and focus on turning her idea for selling patterned socks into reality.

Being a woman in business isn’t easy, but Eva has managed to expand her solo business from selling at trade shows into a successful eCommerce store. I talked with Eva about her business journey, the eCommerce lessons she’s learned, and the challenges she’s faced along the way.

The challenge: Product recognition and lack of online business experience

On taking the plunge into starting her own business, Eva said, “I had no idea how to start my own company. I just jumped in and started swimming”. With no prior experience in setting up a business, getting her brand recognised, or selling her products, she used other business models as a starting block.

Having read that another company had successfully started their business with just six necktie designs, she decided to try the same tactic. She’d also read that another pitched to 100 stores via email: she did the same, but received zero replies.

Eventually, Eva began to take things into her own hands, and called a small boutique near her home. Despite not having the capacity to meet with her, they did give her the inspiration to attend a trade show as a seller. After selling her first five orders at her first show, she knew that her designs could sell, but she left the show with a profit of just $100.

Despite making headway at trade shows, Eva knew that in terms of long-term profitability it wasn’t a sustainable business model, and not the best way to build brand recognition due to their one-off nature. Using her cornerstone – her passion for design – and her desire to learn how to sell, she began the process of building her brand through an online store.

Lesson #1: Build brand awareness early

Once Eva had set up her online store, she wanted to develop its brand awareness and online presence. In early 2015 Eva began to:

  • Send more sales pitch emails
  • Expand her line into 30 designs
  • Receive and incorporate feedback from a sales rep
  • Sell to a daily deals site (which boosted her website, her brand, and traffic)
  • Answer HARO requests to build her online presence (which gives her opportunities to be featured in other media outlets).

And her hard work paid off. Later that year, Eva sold her products to major American retailer, Nordstrom, and her online sales amounted to 10 percent of her total sales.

Eva also decided to focus more on online sales and email marketing instead of trade shows. She implemented MailChimp for her email marketing needs.

“I chose MailChimp because I’d used it previously and was so impressed by its features,” says Eva. “It’s really inexpensive for a business as small as mine. MailChimp is also great for setting up a series of automated emails when people sign-up, which eliminates a lot of time I need to spend manually emailing and getting my brand out there.”

eCommerce lesson: Recognize what works for your business, e.g. keep in mind your target audience, product, and the resources already available to you. Don’t be afraid to mix new marketing methods with more ‘traditional’ ways of generating brand awareness.

Lesson #2: Learn where and how you sell best

Having used Shopify in a previous job, Eva turned to the eCommerce app to help launch Peony and Moss. She uses Shopify add ons to integrate with Facebook and successfully sells on Wanelo – a marketplace where both large brands and independent sellers can sell their products. This has been helpful in expanding her customer base.eCommerce lessons

Despite the current craze for influencer marketing, Eva is yet to reap the rewards from sending bloggers and influencers socks to review. Nor has she seen any great return from focusing on social media platforms such as Facebook or Twitter. However, Eva found that when customers tag the shop on Instagram, and when she reposts pictures from her clients, traffic to the online store improves.

eCommerce lessons

eCommerce lesson: Don’t restrict yourself to an eCommerce store. Assuming a presence on multiple platforms can increase brand awareness and drive traffic to your store.

Lesson #3: Never stop learning

Eva’s come up against a lot of challenges while running the business on her own, and learned many eCommerce lessons along the way. Knowing that the business begins and ends with her, she’s quickly understood that she can’t be complacent about learning new trends or knowing how to efficiently market her business. Here are some key areas that Eva had to educate herself on while getting her business off the ground:

Search engine optimization (SEO)

On the process of optimizing her site for SEO, Eva says, “I definitely did not have any understanding of SEO before I set up my eCommerce store. Now, I actually use my Etsy shop to see what searches people are using to find my socks, and I then try to incorporate those terms into my listings.”

Content marketing

Eva is passionate about being able to connect with her customers. “It’s a new skill for me, learning how to connect with people on a human level,” she says. “I wrote an article about decluttering which really resonated with people, and the response gave me the confidence I needed to continue teaching myself about how best to communicate, and the importance of content marketing even as a really small business.”

Product variation

Recognising that people were often buying multiple pairs of the same socks, Eva added product bundling – the option for customers to buy multiple pairs with a discount – to her shop, which has grown sales further.eCommerce lessons

“I’m trying to continually learn and teach myself how to improve”, Eva says, and is currently taking a business class so she can:

  • Better understand customer needs
  • Learn how to get to know her customer base
  • Use email marketing to build customer relationships
  • Write blog content that resonates with people.

eCommerce lesson: Be prepared to put in the hours required to learn different skillsets and vary your offerings to ensure your business can thrive.

Lesson #4: Time really is money

Maintaining her business at its optimum level has been a big challenge for Eva. She quickly learned that, often, relying on other people can disrupt business, and that, due to the nature of her product, the sales cycle isn’t smooth all through the year.

Reliability

One lesson Eva has learned is not to rely on just one customer. “During a ‘lace trim’ sock trend, a buyer asked me to supply them in bulk for them to sell, but they didn’t actually sell them. The trend ended up dipping, and I was stuck with a huge overstock of inventory”, Eva says. “I’ve learned that getting stronger commitments from people is a must, and that there’s often a need to be firm and proactive – for example, I should have insisted they run an event, and let them know how much this setback was hurting my business.”

Sales fluctuations and cash flow

Another lesson has been in learning how to handle the nature of the sales cycle. “One of the biggest surprises for me were the sales fluctuations throughout the seasons; socks by their nature are very seasonal, but I wasn’t entirely prepared for that”, says Eva. “Now I know the sales cycle much better – stores normally buy in August in preparation for the holidays, and I know that I need to buy my fall inventory in the spring, which can present cash flow issues.”

eCommerce lesson: Secure firm commitments from potential business partners, and consider using customer management software to be fully prepared for your sales cycle.    

Peony and Moss big-wins

Despite being, for the most part, a business run by just one person, Peony and Moss has enjoyed notable achievements to date:

  • Average order size has grown from just one pair of socks to three
  • Average order value has grown threefold, from $36 to $100
  • 2016 sales grew by around 10 times compared to the previous year
  • Featured in multiple gift guides, The Seattle Times, BuzzFeed, and the Etsy newsletter.

What’s next for Peony and Moss?

Eva is more than proud of what she’s been able to accomplish so far. “I’m thrilled with how far I’ve come. The reaction I’ve had from customers to my products is great, and now I’m ready to expand the business”, says Eva.

“By continuing to teach myself, and being eager to learn the ropes with everything from email marketing, content marketing, and sales, I have been able to grow the online business at a rate that I’m really proud of”, she continues. “I think that many eCommerce stores don’t focus on their brand enough – myself included – it’s something I’m working really hard on”.

Peony and Moss is a great example of how an extensive background in sales or eCommerce isn’t necessary to succeed – a willingness to learn and a passion for what you create can foster a great basis for a growing business.

And Eva has big plans for the near future:

  • Introduction of ‘sock subscriptions’, in order to increase customer lifetime value
  • Expansion of the Peony and Moss line to include blankets, shawls, sweaters, and robes
  • Continuation of her Buy One Give One scheme, where she donates one pair of socks to someone in need with each pair sold
  • Focus on email and content marketing to increase sales and customer base.

What have been your most valuable eCommerce lessons?

Have an inspiring story to tell about your small eCommerce business success? Let us know in the comments below or email me at rhian@getapp.com.