Nina Briance is the founding father of cult of mine, a value-driven market for impartial manufacturers. The e-commerce platform brings limited-edition world type to shoppers, whilst championing sustainability and top of the range.
Briance grew up between Mexico, the USA and Switzerland. After graduating from Stanford College, she spent a 12 months in Geneva running for the United International locations Ladies and Industry group, serving to to give a boost to ladies marketers in much less advanced international locations.
Having spent the vast majority of her occupation running in finance, Nina first made the transition to type with Moda Operandi. On the womenswear store, she labored on her e-commerce enjoy after which moved into trade building in London, structuring the emblem’s first buyer loyalty program.
Briance finished an MBA on the London Industry Faculty whilst running at Moda Operandi. In October 2019, she introduced Cult Mia, which gives shoppers a platform to find sustainable and aware impartial designers from world wide.
On this interview with TheIndustry.type, Briance talks about Cult Mia, its development since release, how the store comes to a decision which manufacturers to inventory, and why it presented bespoke merchandise.
What impressed you to release Cult Mia?
In fact, there have been 3 key moments that ignited the spark for Cult Mia. First, when she used to be running at Moda Operandi, it become transparent to me that the web luxurious type fashion that have been such a success within the 2000s and 2010s used to be starting to run out of steam. Enlargement used to be stagnating and purchasers didn’t appear as glad with conventional curation. On the identical time, the extra I talked to designers, the extra I spotted that many manufacturers that have been at the cusp of fast enlargement have been in search of house on a platform that might actually inform their tale, with ok world visibility, however could not get to present platforms. for quite a lot of causes.
2d, on the UN, once we have a look at the original merchandise presented by means of our impartial type designers, we see that those authentic designs are regularly purchased or replicated by means of conventional luxurious manufacturers. The chance to advertise impartial type designers used to be clearly vital and evident to me. Via Cult Mia, he sought after to profit from this and supply a platform to shop for impartial manufacturers in the neighborhood, immediately, and on-line comfortably.
3rd, every time any person requested me what I used to be dressed in, it used to be by no means about my boulevard boots. It used to be all the time about my teeth earrings hand-crafted in Mexico. I used to need to disappoint you and say you had to trip to Oaxaca to get them. Now, I will level you to Cult Mia.
How used to be the release all over the pandemic? How did this have an effect on the trade?
The important thing to our fashion is our agile curation: Cult Mia catches developments briefly. We do not apply the trend calendar, we apply the client’s urge for food. If there may be call for, in not up to 3 days a logo can also be included and survive the website. We listing what consumers need, when they would like.
With the dramatic alternate in buyer urge for food and desires, we transitioned from a ‘Marriage ceremony Visitor’ version to introducing 4 new classes (nightwear, homewear, face mask and sports wear) to house call for from consumers from COVID-19 in every week. The pandemic gave us a possibility to actually display that our agile trade fashion may just be successful regardless of the hardest macroeconomic and geopolitical demanding situations a tender corporate may just face.
How did you first get the emblem in the market while you introduced it?
From the very starting, Cult Mia has been concerned with construction a group. We had Cult Mia consumers and supporters in all places the sector, from influencers to buddies, sharing and supporting our imaginative and prescient. Phrase of mouth used to be very precious to us on the time of release. We coated our bases throughout each natural and paid advertising channels, the place we noticed nice preliminary traction because of our trade’s center of attention on standout type and commentary items that successfully reduce during the advertising noise on social channels.
What’s top-of-the-line type of advertising for Cult Mia? Has this modified since release?
All the way through our first two years of industrial, paid social advertising used to be top-of-the-line approach of using logo consciousness and buyer acquisition. Then again, our advertising method has advanced against expanding acquisition and retention via unfastened advertising channels. Our maximum a hit technique for expanding nowadays’s conversion price totally free channels is thru strategic partnerships outdoor of conventional fad relationships, with firms whose present buyer base aligns with ours however does not compete in any respect (as an example , the OneZone or second-hand eating place curation platform). LoopGeneration deluxe platform).
Social media remains to be an integral a part of our advertising, however it’s concerned with our group construction objectives fairly than gross sales and conversion objectives given the shift within the economics of paid advertising particularly in 2022.
What are one of the vital featured manufacturers at Cult Mia?
- Sarah’s Bag: Hand made baggage made by means of hand by means of a Lebanese social endeavor.
- Lalo Cardigans: hand-knitted electrical mohair and embroidered knitwear.
- Miscreants: London-based birthday party clothes with hanging silhouettes and high-rise gloves.
- Nue Studios: Ukrainian partywear with Hollywood glamour.
- Liya – distinctive tailoring and increased cuts with remarkable craftsmanship.
- Natia x Lako: artisanal, expressive and ambitious jewellery impressed by means of animals.
How do making a decision which manufacturers to inventory? Is there a standards?
When the trade used to be introduced, we concerned with figuring out the manufacturers that need to be recognized world wide. We knew there used to be a rising urge for food for impartial type.
We make a selection our collection in two steps. The primary is to move during the logo analysis procedure. We care about operational excellence and discovering the easiest product for our group in the case of worth, high quality, and exclusivity. We search for alternatives for purchasers to buy solely, whether or not it is bringing manufacturers on-line for the primary time or introducing them to the United Kingdom marketplace for the primary time.
The second one is to agree to our sustainable sourcing technique, which we advanced with Sure Luxurious. We need to give a boost to values that each us and our group care about, however extra importantly, values that we will as it should be assess, observe, and praise. We advanced a rewards gadget to incentivize our Emblem Companions to toughen their rankings throughout 4 price pillars which can be established upon onboarding.
Are you able to inform me about tradition made? Why did Cult Mia introduce this?
Returns from a web-based platform are one of the most greatest ache issues and margin killers. After we in particular take into accounts Cult Mia, we paintings with impartial and rising designers who face scaling and localization demanding situations as small companies. Dimension charts range by means of logo and nation. Money glide constraints additionally save you manufacturers from with the ability to spend money on generating full-size levels. We have been in search of extra sustainable projects (much less waste, fewer returns, no lifeless inventory), however that assured an equivalent length and to be had to everybody.
It is a new option to store at Cult Mia that permits consumers to publish their measurements and obtain customized items. The tailored initiative is in line with our cult reasons challenge, additional fostering our inclusive tradition, enabling consumers of all styles and sizes to put on their favourite sustainable manufacturers.
How do you are feeling about Cult Mia’s development since its free up?
Since we introduced in October 2019, we now have introduced over 400 manufacturers, from 42 other international locations, throughout 14 product classes to Cult Mia. Now we have been inspired by means of the collection of designers who’ve come knocking on our door to sign up for the platform from world wide. We’ve a ready listing of over 100 manufacturers and feature what looks like an never-ending provide of significant attainable companions to seek for.
I’m in particular happy with our 95% logo retention price and 80% logo onboarding good fortune price, which displays us that the manufacturers we selected to sign up for Cult Mia have sought after to stick on board all over our enlargement adventure. At the different facet of the platform, our group grew by means of 89,000 participants in 2022, and our buyer base grew over 335% year-over-year. Revenues have maintained five-digit enlargement via our first 3 years, the place in 2022 we reached an exhilarating milestone of gross sales hitting seven-digit figures.
Most significantly, I think extremely thankful for the fantastic ladies who energy the Cult Mia platform. It’s been a real group effort and a group that I’m deeply happy with and to which I characteristic our enlargement.
What are your ambitions for Cult Mia?
We predict we are simply getting began! We have simplest scratched the outside on each the emblem and purchaser fronts. We simply closed our seed funding spherical and are excited to gas our enlargement.
Nonetheless within the early levels of our adventure, we stay concerned with scaling either side of the platform (manufacturers and consumers), however making sure we achieve this by means of making an investment in technology-driven automations that can give a boost to excessive enlargement and rising call for. We all know the important thing to scaling Cult Mia is making sure our impartial logo companions are supplied to develop with us. This month, we can release an incubator that can be offering a variety of B2B products and services, starting from virtual advertising to information analytics to empower the manufacturers we paintings with with the data and assets to successfully and sustainably scale along Cult Mia.