Daria Day sells handcrafted ethical jewelry made in the mountains of Northern Pakistan. It embodies everything that makes ecommerce amazing: connecting artisans in remote mountains of Northern Pakistan with customers who want beautiful, ethical jewelry. Daria Day sells jewelry, but at its core it connects people. And tells the story of these people who create the jewelry. CEO and Founder Farrukh Lalani is masterful at telling the story of these artisans, and making consumers invested emotionally in the story. One way that Farrukh conveys the story so effectively is with dedicated 1-on-1 calls with customers. Right on the homepage, it is open to anyone who wants to learn about the brand. As a small team, this is a tremendous investment of time and energy. But it was a pivot in the pandemic, and the results have been tremendously impactful: - Learning directly from customers — helped identify gaps in their inventory, so that she can capture unmet customer demand - Greater understanding of customers - a natural extension of many in-depth conversations - Higher conversion rates - customers learn more about the brand and the artisans behind the jewelry, and convert at higher rates, with greater upsell conversion rates. Farrukh uses these calls, up to 40 minutes each, to learn about your customers and their pain points. It started as a way to entice potential customers to engage with the brand, and has turned into one of her most effective sales cahnnels. This is a tremendous story of building deep customer relationships in a unique yet accessible way.
Daria Day's website: https://dariaday.com/
HIGHLIGHTS:
2:37 - How Daria Day was founded to sell jewelry from Northern Pakistan
13:06 - The importance of storytelling, and how Farrukh makes consumers care about the product and artisans
17:18 - How Farrukh got initial momentum with in-person sales
26:04 - How Farrukh converts her abandoned carts so effectively
30:21 - Why Farrukh is happy to spend so much time with one on one calls with customers