CLEVELAND, Ohio – Megan DiVincenzo, proprietor of Cleveland-based girls’s accent model The Sis Kiss, was on a enterprise journey in Nashville when the coronavirus pandemic swept over the nation.
“On my flight again, the aircraft was fully empty,” remembers DiVincenzo. “I knew COVID-19 was a factor. However after I acquired residence, the whole lot was shutting down.”
Up till that time, The Sis Kiss’ essential enterprise had been jewellery, purses and different equipment. However after seeing hand sanitizer at each station within the airport after which studying it was offered out at shops, DiVincenzo thoughts started to pivot.
“I began to suppose, ‘What if individuals don’t need to purchase jewellery?’” says DiVincenzo. “What’s going to they need to purchase? So, that first evening residence I began sourcing hand sanitizers. And if I’m going to do one thing, it’s going to be cute.”
DiVincenzo put her designers to work on an elegant label. A 3-pack of the model’s hand sanitizers quickly went on sale and offered out in 24 hours.
The Sis Kiss then pivoted to face masks, designed in animal print and camo (two common types among the many firm’s shopper base). The face masks have been restocked twice since their launch and are at present offered out.
With the success of the merchandise, The Sis Kiss is giving again. The acquisition of any product on the corporate’s web site comes with the choice to donate 1 p.c to considered one of 5 charities. DiVincenzo and her crew have elevated that donation to 2 p.c for masks and hand sanitizer (which you’ll be able to pre-order), with 2 p.c of proceeds going to a charity of alternative, together with the CDC Foundation or and Feeding America.
And whereas face masks and hand sanitizer have turn out to be common merchandise on The Sis Kiss’ website, gross sales of the corporate’s different objects, resembling earrings, necklaces, rings, clutches, purses and bracelets have additionally elevated.
“We’ve seen no dip within the different stuff,” reveals DiVincenzo. “Our enterprise is booming. It’s been wonderful. I believe we’re the right worth level for individuals to purchase themselves a deal with and never really feel like they’re breaking the financial institution throughout these occasions.”
These costs, which vary from a $5 wine stopper to jewellery effectively underneath the $100 mark to dearer customized objects, have helped The Sis Kiss develop immensely since 2013.
That’s when DiVincenzo, an lawyer along with her personal follow, started creating jewellery along with her sister Marla to suit their small wrists. Buddies confirmed curiosity within the objects and a powerful social media push helped the corporate take off in 2018.
Hordes of Instagram trend influencers started sporting jewellery from The Sis Kiss’ assortment. Nation celebrity Carrie Underwood was spotted in The Sis Kiss earrings whereas performing on the Grande Ole Opry. Whitney Port, former star of “The Hills” and “The Metropolis” posted an Instagram story that includes customized objects. Common TV character Maria Menounos wore pearls from The Sis Kiss on New Yr’s Eve 2020.
“Social media has been the whole lot,” says DiVincenzo, who revealed The Sis Kiss has greater than 75,000 of its personal followers on Instagram. “I really feel lucky that I jumped on it shortly. It was the correct influencers giving the correct pitch on the proper time. As soon as the correct influencer has your items, extra influencers need them.”
The Sis Kiss moved into an workplace house in Rock River in Could of 2019. However the firm has already outgrown it, going from two to eight staff in 12 months. DiVincenzo says she’s engaged on renovating an area in Westlake to function the corporate’s warehouse to assist its wholesale enterprise and new product strains.
“The coronavirus quarantine has put me in a part of much more creativity,” says DiVincenzo. “I’ve had so many issues in my head — Pillow instances, wine stoppers, wine charms.
“I pivoted so quick with this concept of, ‘What if no person buys jewellery?’ that it enabled me to give attention to different issues like stylish residence or bar objects. Issues which are accessible to stylish ladies. I need to develop into life-style items. I don’t need to be the woman that simply sells jewellery.”