Direct-sell jewelry brand Chloe+Isabel is dipping its toes into the world of fragrance.
“When I created the brand, I was always originally focused on building out a lifestyle brand,” said founder and chief executive officer Chantel Waterbury, who spent 15 years in the world of jewelry retailing. “I always wanted to go into beauty.”
The new scent, called Jardins du Midi, is meant as a reflection of the brand’s “Paris-meets-Provence” messaging, and features notes of peach nectar, bergamot, jasmine sambac, white violet and vanilla absolute.
The fruity floral scent, created with oil house Fragrance Resources, will be sold via chloeandisabel.com, and through catalogues distributed via the brand’s 3,500 sellers in the U.S., who will receive 30 percent commission on each sale.
“These woman sell more than my average doors did in a single brand in a single category,” said Waterbury, adding that there has been 250 percent revenue growth from 2012 to 2013; with 250 percent growth expected for 2014. “The business as a whole is about reimagining the direct-selling experience but taking an omnichannel approach, taking best of brick and mortar but understanding its inefficiencies.”
Launched in September 2011, Chloe+Isabel, which Waterbury describes as part “social retail,” is all about storytelling.
“Every piece is original so we think how can we tell stories through these pieces,” said Waterbury, who reports the brand currently carries about 300 stockkeeping units. The idea of storytelling is utilized via digital and catalogue via various themes, like “Undreamed Shores” or “A C+I Wedding,” with corresponding pieces on offer. “We are always looking to places, other art and design, color and iconic trendsetters for inspiration and connect back to our brand concept. For example, our spring collection, ‘Morningtide,’ is comprised of deep blues, natural elements, and light pinks and was inspired by the colors and textures one might find in a sunrise walk by the shore.
In addition, Waterbury said she provides her sellers with inspirational talking points and storytelling tools to “relate back to how our jewelry fits into their customers’ everyday lives. We encourage our merchandisers to spotlight their own personal stories to illustrate how the product helps them tell their ‘story style’ as well as a way to develop more personal relationships within their community,” she said.
According to Waterbury, about half of Chloe+Isabel sales come via digital means, while the other half are from in-person transactions.
“Think about the networking effects of Facebook,” she said. “Our sellers have blogs, and thousands of friends on Facebook, they are also sharing on LinkedIn, Pinterest and Twitter.”
When asked about the potential scope of brand growth, Waterbury said, “We could reach millions of people. They are all coming from social channels, and brand awareness grows so much faster because of how much we’ve been able to integrate the experience.”
The scent begins rolling out on Tuesday. Industry sources believe the $58 scent can generate between $500,000 and $1 million in its first year at retail.