A Shopify Podcast To Grow Revenue And Loyalty
Welcome to another episode of eCommerce Fastlane. Today, we’re excited to have Justin Silver, co-founder of Aavrani.
Aavrani is a fresh face in the beauty world, mixing modern science with old Indian wisdom to create skin and hair care products. Unlike big brands with celebrity faces, Aavrani is led by its founder and driven by its community. They focus on making high-quality, natural products that help grow thicker, healthier hair.
Justin’s story is quite fascinating. He began by participating in a high school marketing club and then transitioned into working in private equity and investing in new companies. Now, he’s running a beauty brand. We’ll hear about Aavrani’s savvy moves, like working with everyday people instead of just beauty influencers, teaming up with Sephora, and plans to sell in other countries.
You’ll love this episode if you want to learn how a new brand can combine old ideas with new ones and succeed in a tough market.
This is Justin Silver’s Story:
Justin’s journey to co-founding Aavrani is a tale of passion meeting expertise. His entrepreneurial spirit first sparked in high school, where he joined a marketing club that ignited his interest in business. This early start laid the groundwork for an impressive career path that would eventually lead him to revolutionize the beauty industry.
After building a strong foundation in finance through investment banking and private equity roles, Justin discovered his true calling in the world of consumer goods and entrepreneurship. He developed a keen eye for promising brands, particularly in the beauty and food and beverage sectors. This experience proved invaluable when he co-founded Aavrani, a brand that blends modern science with traditional Ayurvedic ingredients.
At Aavrani, Justin applies his financial savvy and consumer insights to grow the company. He’s been instrumental in scaling the business on Shopify while also exploring international markets. Justin’s approach to customer acquisition is both innovated data-driven, leveraging AI-powered analysis to create personalized experiences for Aavrani’s customers.
Justin’s story is one of continuous learning and adaptation. Starting in a high school club, he has become a key figure in the beauty industry, showcasing how varied experiences can shape a successful entrepreneur. His journey with Aavrani demonstrates the impact of combining business expertise with a passion for creating products that genuinely resonate with consumers.
Key Takeaways From Our Conversation:
1️⃣ Strategic Influencer Partnerships: Aavrani has succeeded by partnering with non-traditional beauty influencers, such as new moms, and high-profile collaborations like their upcoming hair care range with Lilly Singh. This approach expands their reach and resonates with a broader audience beyond typical beauty influencers.
2️⃣ International Expansion & Customer Experience: Aavrani has refined its international sales strategy, particularly for the Canadian market, by addressing pain points around shipping, duty, and tax compliance. They’ve implemented transparent pricing in the cart and are exploring local 3PL options to improve the customer experience and drive growth in Canada.
3️⃣ Product Quality and Data-Driven Growth: Aavrani emphasizes product quality as the key driver for repeat purchases. While they utilize data analysis and explore AI and RFM modeling potential, their primary focus is creating effective products that naturally encourage customer loyalty. This approach combines personalized customer interactions like direct messaging new followers form of their business growth strategy.
Summary Of What We Covered:
- Aavrani stands out as a founder-led beauty brand, mixing modern science with ancient Indian wisdom
- The company focuses on natural hair care products that boost hair growth for both men and women
- Aavrani partners with non-traditional influencers like new moms to reach new customers
- Being sold at Sephora gives Aavrani credibility and helps attract first-time buyers
- The brand supports education in India through its partnership with the Shanti Bhavan School
- Aavrani improved its Canadian sales by clearly showing all costs, including taxes and duties, upfront
- Subscription options were added due to customer demand, making repeat purchases easier
- The company uses personal messages to engage with new followers on social media
- Aavrani is exploring AI and data analysis to understand better and serve its customers
- plans include growing in North America before expanding to other countries
Links and Resources Mentioned
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