We’re excited to introduce you to the always interesting and insightful Laura Costa. We hope you’ll enjoy our conversation with Laura below.

Hi Laura, thanks for joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

Great question. If I were to start over and do anything differently, my main piece of advice would be to never stop learning. Staying up-to-date with new trends and technologies is absolutely crucial. I’d make sure to prioritize ongoing education and personal development to stay at the top of my game and help the brand continue to thrive.

I’d also tell myself to not get too caught up in doing something the way everyone else is doing it. Don’t be afraid to go against the grain & stand out or fail. There’s always so much to learn through trial and error.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Yes! I am the creative director of my brand, Mika Yoga Wear as well as a branding and portrait photographer. I recently moved my business from Denver to La Jolla & have my fulfillment shop and photography studio on Pearl St & it’s been a dream come true. My journey to entrepreneurship began in 2008 when I embarked on my yoga teacher training and realized that there wasn’t much available in terms of clothing specifically designed for hot yoga. The options that were available were often not affordable, functional, or flattering, and I saw an opportunity to fill this gap in the market. Drawing inspiration from my own practice and experiences, I founded my business to create innovative and stylish designs that are perfect for these activities. My vision was to adopt a slow fashion approach, producing small batches of one-of-a-kind styles that are carefully crafted with attention to detail and quality. As a small direct-to-consumer team, we take pride in building personal connections with our customers and fostering a supportive community of like-minded individuals who share our passion for yoga, dance, and fitness.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building our reputation within the market has been all about connecting with our audience and being actively involved in the yoga and dance communities. We’ve sponsored events, workshops, festivals, and competitions, which not only gave us a chance to showcase our brand, but also allowed us to build lasting relationships with the community. We’ve grown our presence on social media, using platforms like Instagram, Facebook, and Pinterest to share our brand story and give behind-the-scenes glimpses of our production process.

One thing that has really helped us stand out is our creative photography. As a creative director, my goal is to showcase the line in a visually inspiring way. We use captivating imagery of natural landscapes in combination of our product photos to create a unique and visually appealing brand image.

Another important aspect of building the brand’s reputation is our focus on inclusivity and community. We use models who are actual yoga practitioners, dancers, and our own customer friends, to showcase our line in an authentic and relatable way. I believe our audience appreciates seeing genuine people showcasing the line.

Overall, it’s been a combination of being actively involved in the yoga and dance communities, using social media to connect with our audience, creative photography, and utilizing active members of the yoga and dance communities that have helped us build our reputation. We’re so grateful for the support we’ve received and the lasting relationships we’ve formed along the way.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Certainly! One of my fondest memories of marketing the line was back in the early years of 2010. I would embark on road trips up and down the California coast with my catalog, personalized letter, and samples in hand. My strategy was to map out a route that included stops at as many hot yoga studios as possible. I would email the owners or managers ahead of time, letting them know I was coming, and then I would practice in the center front of the studio wearing my favorite Mika set. After class, I would hang out and strike up conversations, eventually pitching my products. Many times, these conversations turned into connections and resulted in wholesale orders. This approach became a habit for me, and I would often scout hot yoga studios to practice at whenever I was in a different city. As someone without a business or sales background, this approach allowed me to connect with buyers in a more authentic way. My focus was not on getting into large stores, but rather on reaching out directly to communities and small businesses that would carry our line and help us build our brand.

Contact Info:

• Website: https://www.mikayogawear.com/
• Instagram: https://www.instagram.com/mikayogawear
• Facebook: https://www.facebook.com/mikayogawear
• Twitter: https://www.twitter.com/mikayogawear
• Youtube: https://www.youtube.com/mikayogawear
• Yelp: https://www.yelp.com/biz/mika-yoga-wear-san-diego
• Pinterest: https://www.pinterest.com/mikayogawear/

Image Credits
Main personal image is by Brandon Russell (@minaretphoto) and all other images are taken by me, Laura Costa Photography (@lcostaphoto)