We’re excited to introduce you to the always interesting and insightful Nicki Wolf. We hope you’ll enjoy our conversation with Nicki below.
Nicki , thanks for taking the time to share your stories with us today Let’s talk about innovation. What’s the most innovative thing you’ve done in your career?
We’re currently building out a mock home inside of a warehouse space in West Palm Beach. The idea is to use the rooms to showcase our inventory in a more realistic setting while having full control over the aesthetic of the space. This will allow us to create imagery for social media, our website and product catalogues. It will also be a beautiful setting to meet with customers in person. Most companies rent homes for photoshoots but for our products, there are a lot of challenges with that . For one, the rental market is sparse, moves quickly and the homes that appeal to our aesthetic are very expensive. Also, we would be limited in design with fixed conditions like paint, lighting, and architecture. By building our own home staging facility, we have the ability to be as creative as we’d like and are not limited by scheduling and existing design conditions. We are very excited about this new space! We are calling it Studio Six and hope to be open in the beginning of the fall.
Nicki , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Our company is Heir Looms Vintage Rugs. We are a luxury rug company that specializes in one of a kind vintage and antique rugs. All of our rugs are made by hand and have a story! I started the brand out of a passion for interior design, specifically and arguably the best part- styling! I am most proud of the growth of the company that started in my home and now has five employees, a storefront on Antique Row, a shipping warehouse, and very soon we will be opening a special project called Studio Six. I’m also very proud of the customer service we deliver. I come from a service oriented background and believe going above and beyond is something people will talk about to their friends and come back to time after time. If you can combine that with excellent product and good marketing, you’re unstoppable!
Any fun sales or marketing stories?
One of my favorite stories is a recent one from this past Black Friday sales event. As a primarily online retailer, there are trends that are easy to recognize and track. For instance, if you run a Black Friday sale every year, your audience learns to wait for the sale. This means that the weeks leading up to the sale can look a bit grim. We knew it was coming but it hurts. This was the first year we planned for the slow weeks and committed to making up for it by hyping the sale as much as possible. My e-commerce manager, Raul, and I worked well into the evenings for weeks to prepare a new inventory release, discounted collections and most importantly marketing. When it finally launched, he and I sat together in silence and watched the numbers climb on the website. Despite the slow start to the month, it was the largest month we’ve ever had. It was a powerful experience to share with a team member. I’ll never forget it.
Any insights you can share with us about how you built up your social media presence?
Social media is challenging and something we struggle with. I’ve tried a lot of approaches and this sounds cliche but I’ve found that being authentic is what works. I’m a wife, parent, lover of good design, and I like to think I’m pretty funny. A lot or what I share on Instagram has nothing to do with the business. It’s just stories from my life and pretty pictures. I enjoy that and so do my customers. It makes it easier to start a dialogue when you can identify with the person who is on the other end.