We were lucky to catch up with Shirah Benarde recently and have shared our conversation below.

Shirah, appreciate you joining us today. How did you come up with the idea for your business?

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

NightCap originated as a scrunchie that duplicates as a drink cover. Inside the scrunchie there is a pocket that holds the drink cover. When the NightCap scrunchie isn’t being used for your drink, you’re able to wear it in your hair or on your wrist.

NightCap has expanded the product line by coming out with a unisex keychain version and gaining the rights to distribute and sell drink cover stickers in America from a company in the UK. My brother, Michael and I got into this business and continue to pursue it today because there was a lack of preventative products on the market. We know that we are potentially saving lives and helping those people that are too afraid to leave their homes due to past experiences with drink spiking and sexual assault.

I am most proud of the product we have created and the amount of effort the two of us dedicate to making a difference.

We’d love to hear the story of how you built up your social media audience?

We built our social media through Instagram and Tik Tok. After posting a couple Tik Tok videos during Covid, we went viral and noticed a drastic spike in sales. Ever since then we have advertised daily on the platform. In January of 2022, we realized we should put a face to the brand to create transparency for our brand. I started an account that was advertising the product by answering questions and telling the story of how we began NightCap.

Since January we have gained almost 70,000 followers and accumulated an additional 100 million views. My advice to those wanting to build their brand on Tik Tok is to be organic and pretend as if you’re speaking to your best friend. You never know who you’re going to reach!

What’s been the best source of new clients for you?

Tik Tok has been the best source for new clients. On the platform, we are constantly being discovered by a new audience. Tik Tok is constantly pushing your videos out to new people allowing them to share, engage and tell their friends about a cool new safety product they discovered. Being on Shark Tank and Tik Tok allows us to market NightCap as “a fun solution to a serious problem.” The last thing we want to do is scare people into using the product. The goal when using NightCap is to elevate your night and enjoy yourself with a savvy product that brings you peace of mind when wanting to have fun in sometimes a scary world.

Contact Info:

• Website: https://nightcapit.com/
• Instagram: https://www.instagram.com/nightcapit/?hl=en
• Facebook: https://www.facebook.com/NightCapIt/
• Other: https://www.tiktok.com/@nightcapit?lang=en https://www.tiktok.com/@shiraah?lang=en

Image Credits
(Shark Tank Photo) Copyright American Broadcasting Companies, Inc. All Rights Reserved