Calypso St. Barth has evolved from its roots as an earthy, bohemian brand with a reputation for fun into a retailer that displays a cadre of designers next to its own collection. Calypso has been trying other new things as well, including social media to drive traffic to its stores.

This story first appeared in the September 26, 2012 issue of WWD. Subscribe Today.

In March, Calypso produced what it claims was the first ever live Pinterest ambassadorship with Christine Martinez, a fashion blogger, who is the fourth most-followed Pinterest user in the world.

“We sent Christine to St. Barth’s during the shooting of our ad campaign,” Stefanie DiRienzo Smith, president of Calypso St. Barth, said. “She started to pin the lifestyle shots.”

Martinez’ blog, Miles to Styles, has 3 million followers, DiRienzo Smith said. Caylpso’s Facebook page has less than 24,000 likes. “She had 9,000 repins. What this meant, we didn’t know. It was brand awareness and getting the Calypso name out. It draws new customers to the Web site and store. I would definitely do it again.”

DiRienzo Smith continues to be intrigued by Pinterest. “We continue to build our Pinterest following,” she said, adding that the Pinterest user “loves this brand. She gets this brand.”

To date, Calypso’s Island Photoshoot Pinterest board has over 544,400 followers.