We recently connected with Daniel Musto Lani Lupton and have shared our conversation below.
Hi Daniel Musto, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
As a company, we focus on the heartbeat of our customers by treating them with a premium customer service experience. We create an interactive shopping environment that we feel is often lost throughout other current retail environments. We believe that our customers are just as important to us as our founders, as we learn so much from them through every interaction, online and off.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Lani and Daniel started out 20 years ago as fashion stylists in LA. Having worked separately over all those years allowed them to cover a lot of territory, further leading to their rolodex of resources for the launch of Daniel Diamond in 2019… which occurred by mistake when they were discovered at Stagecoach Festival by dozens of “fans” for their custom rhinestoned outfits who quickly turned into clients, who then quickly helped build a healthy fashion business. Before Daniel Diamond, premium, one-of-a-kind country festival looks just weren’t a thing. The brand quickly filled that gap, while also inspiring other designers to join them in the category.
We’d love to hear the story of how you built up your social media audience?
Our social media audience grew quickly, as our products move and sparkle on camera, and the Instagram community was craving content that made them feel hopeful for dance floors and concert tickets again in the near future. Combining that with our intimate collection of friends in the celebrity and influencer worlds, it was pure magic. Our very first a-list celebrity to tag us (from the goodness of her heart) was Gwen Stefani. We call that our “Oprah” moment, because she got us our initial sales that allowed us to take things to the next level. We used that money to build a website, refine our packaging, and produce more inventory for the next round of sales.
How do you keep in touch with clients and foster brand loyalty?
We proudly started a Google Voice account when we opened our first store so that customers had a place they could go to text us. The app allows for all team members to be logged in when they are on the clock (Lani and Daniel are ALWAYS on the clock). Customers love knowing that they can get responses in real time to questions regarding product availability, in-store appointments, or even styling advice while they’re in their closets.
Contact Info:
- Website: https://www.danielxdiamond.com
- Instagram: @danielxdiamond
- Other: TikTok: @danielxdiamond
