Blogger Rachel Parcell of Pink Peonies was getting so good at selling other people’s wares that she decided to make and sell her own.
The Salt Lake City-based Parcell is venturing into retail, starting with a jewelry line that hits her site today. The eight-piece Pink Peonies Collection ranges from $45 for a marbled geo ring with a pavé border and a “scattered crystals” ring to $110 for a Deco tassel necklace.
“We were seeing that my conversion rates were so strong. Any product I posted — especially accessories and jewelry — was converting so well with my readers,” Parcell said. “That is when the wheels started turning. The next step was to have my own product line.”
The 24-year-old is starting out small and focused, and said she is already working on a second collection. She plans to let reader response dictate much of the design process going forward, and if a certain piece performs well, she will do a spin-off for a future collection.
Although Parcell has been blogging for more than three years and has a cult following — her conversion rates are among the highest of those who work with performance-based digital management agency RewardStyle — she was relatively unknown in the fashion space until late last year.
She has just a fraction of the Instagram followers that leading fashion bloggers have — Parcell has almost 335,000 when others have well into the millions — but remains a favorite for brands to work with because of her selling power. During Nordstrom’s anniversary sale earlier this year, she drove more than 10,000 sales to the retailer’s Web site in a matter of weeks. Over the summer, a $48 tribal-printed cardigan from Sosie she wore in August sold out on the brand’s site at shopsosie.com within hours.
Her conversion rates range from 3 to 12 percent, while the average is 1 percent, and she said clicks typically mirror the retail calendar, with November and December being her highest converting months. In 2013, her main revenue stream was through affiliate retail partners, but last year Parcell witnessed a shift. Partnerships with brands like Tory Burch, Kate Spade, Armani, Dove, Williams & Sonoma and Blue Apron, to name a few, started to gain momentum. In 2014, her earnings were split between affiliates and collaborations with brands.
Although Parcell declined to comment on her earnings, industry sources estimate that she is projected to earn more than $1 million this year.