During COVID, Marlyn Schiff's jewelry brand started designing and selling masks. This pivot not only generated revenue but, more importantly, kept the brand relevant and in constant contact with its 2,000+ store partners. When the crisis ended, those relationships were stronger than ever.
The brand's first retail store is used less as a sales channel and more as a community hub for fundraisers and events. This strategy builds deep brand affinity and loyalty by associating the brand with causes customers care about, shifting the focus from transactions to shared values.
Marlyn Schiff attributes her sales success to genuinely discussing what she loves, allowing buyers to connect with her passion rather than feeling pressured. This authentic approach builds stronger partnerships with retailers who buy into the story, not just the inventory.
Marlyn Schiff resists outsourcing fulfillment to maintain control over packing and shipping. This strategy results in a 95% success rate and avoids costly chargebacks from large partners like HSN, proving that for certain business models, keeping logistics in-house is a significant financial advantage.
Marlyn Schiff’s first strategic hires were for sales, specifically to get into trade shows and secure orders. The founding team handled fulfillment until sales volume demanded dedicated roles. This "sales-first" approach ensures there is a business to support before investing in operational overhead.
In an era where AI can generate product designs and marketing, Marlyn Schiff finds that sharing personal stories behind her collections—like finding a vintage piece in Paris—creates a direct connection with customers that drives sales. This unique narrative is an irreplicable brand asset.
After 30 years in business, Marlyn Schiff brought in an outside consultant. This external perspective helped her refocus on specific growth goals and identify new strategies she couldn't see from within the company. It proves that even veteran entrepreneurs benefit from an unbiased, outward-in view.