EU181: Owned Growth Stories with Ranay Orton from Glow by Daye

eCommerce Uncensored - Email Marketing | Facebook Ads | Social Media Marketing

Company background

I started Glow by Daye because I needed a better option to help me maintain and protect my versatile hairstyles at night. For as long as I can remember, I bought my satin sleep caps from the local beauty supply store and they were always the cheapest and most flimsy options. Black women can spend hundreds, if not thousands of dollars on our hair a year, yet we protect it with something that was not designed to protect the versatility or vulnerability of our hair. Due to the fact that this was the only thing readily available to us at the store for so long, I decided to design a bonnet that could hold my hair whether I had in heavy braids, long extensions, or wearing my natural hair out which is high to the sky. Glow by Daye offers simple solutions to better manage textured and versatile hair at home. Our intentional design to everyday staples and quality fabrics/materials are what helps us serve our market better than alternatives.

The Growth Story

Glow by Daye was launched on Amazon.com originally in 2017 and saw great success leveraging their logistics and fulfillment and the fact that when I launched there were no companies that were offering premium options for satin sleep caps specifically designed for and marketed to women of color with textured, versatile hair. Since then, we have redirected our efforts to building a more sustainable customer base with launching our Shopify store and advertising more off of Amazon. We have introduced 3 other base products with over 35 variations and now have surpassed Amazon revenue on Shopify with a better connection with our customers and potential customers. Starting out as a “solopreneur”, I now work with a team of contractors to help meet the growing needs of our business.

Top 3 Growth Elements

1. Social Media advertising (targeting the right audience with the appropriate messaging) 2. Email marketing (staying connected to my customers and helping us to stay top of mind) 3. Most importantly, our sense of community aligned with our simple and intentional solutions. Our greater mission is to encourage self discovery, love and acceptance when it comes to those with kinky, curly, and coily hair and helping them to achieve healthier hair.

How would you spend the $25K?

This money would help us to expand our product offerings and build out our internal team. We have been working on developing products that our customers have asked for us to deliver with the standard of quality that they have come to love from us and that compliment our current selections. This capital would also help us to hire a full time sales/marketing position, expanding our human capital to better execute our growth strategies to take us to the next level in our business! Thank you for this amazing platform and opportunity!

Vote for Ranay and Glow by Daye here: https://www.klaviyo.com/ownedgrowthstories

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