How Frasier Sterling Achieved Over 100% Growth YOY By Giving Consumers Exactly What They Want
/Gen Z and millennials are becoming the main force in fashion consumption, and the market competition for winning their attention and loyalty is fierce. With so many fashion houses (including some of the biggest names in the industry) struggling well before the pandemic even started, Frasier Sterling, the DTC jewelry brand known for its feel-good, on-trend designs at affordable price points has steadily grown over 100% YoY since inception. What has it done right?
Founded by Frasier Lipton, Frasier Sterling was initially “a complete one-woman show”. Lipton offered jewelry made from precious and semi-precious stones with prices ranging from $150 to $3,000 when she first started, and worked hard to build up her brand. “My first line sheets were made using Word and I physically walked into stores and asked to speak with the buyers. I developed a reorder business very quickly and found myself working until 2am for years to keep up with my order volume, until it hit an inflection point and wasn’t manageable anymore.” The young founder tells me.