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

Sonique, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

In the early stages of creating Saturday House, I recognized the potential for growth and took strategic steps to scale up effectively. Here’s how I achieved that:

1. Market Research and Niche Identification:
My brand manager, Jecoby Carter, CEO, Jecoby and Company, and I began by conducting thorough market research to understand customer preferences, trends, and gaps in the handbag market. This allowed us to identify a specific niche, specifically in the hand-painted space, that we could target with unique and appealing products.

2. Diversified Product Range:
To attract a wider customer base, I expanded the product range beyond just handbags. We introduced complementary accessories like wallets, clutches, and keychains. This diversification not only increased customer spending but also enhanced the overall shopping experience.

3. Online Presence and E-Commerce:
Recognizing the power of e-commerce, we invested in creating a user-friendly and visually appealing online store. This enabled customers from different regions to explore and purchase products conveniently. We also optimized the website for mobile devices to capture the growing mobile shopping trend.

4. Social Media and Digital Marketing:
We leverage social media platforms like Instagram, Facebook, and Pinterest to showcase our products through captivating visuals and engaging content. This not only helped us build a strong online community but also expanded our reach to a global audience.

5. Customer Feedback and Iteration:
We actively encouraged customer feedback and reviews, which helped me understand their preferences and pain points. I used this insight to make iterative improvements to my products, website, and overall customer experience.

6. Supply Chain Optimization:
As demand grew, I worked closely with my suppliers to ensure a consistent and reliable flow of materials. This allowed us to maintain product quality and meet customer expectations even during periods of high demand like our recent movie feature.

7. Strategic Partnerships:
I explored partnerships with stores to have my products displayed in physical locations, like Urban Necessities, at Caesar’s Palace in Las Vegas. This not only increased brand visibility but also established a sense of trust among customers who preferred offline shopping.

8. Customer Loyalty Programs:
We’re introducing a customer loyalty program that will reward repeat buyers with exclusive discounts, early access to new collections, and personalized recommendations. This will not only encourage customer retention but also turn loyal customers into brand advocates.

9. Scaling Responsibly:
Throughout the scaling process, I remained mindful of maintaining product quality and excellent customer service. I didn’t compromise on these core values, as I believed they were pivotal to the success of my brand.

12. Monitoring Analytics and KPIs:
Our Content Marketing Manager, Nadia Mirkazemi, continuously monitors key performance indicators such as website traffic, conversion rates, and customer retention rates. These metrics guide our decisions and help me identify areas that needed improvement.

By combining a solid understanding of market trends, a commitment to quality, and a strategic approach to marketing and operations, I along with my team, have been successful in our scaling. This journey required adaptability, innovation, and a customer-centric mindset, ultimately resulting in sustained growth and a stronger brand presence.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Sonique Saturday has been in the art and fashion industry for over a decade. She got her start by designing a custom handbag for herself while attending school in South Georgia. On campus, classmates were mesmerized by the custom design and wanted to know where she got them. It was then that Saturday knew she could turn her love of creating into a business.

In 2012, she moved across the country to Los Angeles. Eager to hit the ground running, she began networking and attending fashion events to grow her business and secure the clients she wanted to see carrying her bags.

After shopping her pieces at various showrooms and boutiques, a shop on Melrose loved her vision! She hand-painted a large brown bag for their storefront window and the attention it received got others talking. That moment sparked a new idea – and led to the creation of the “You Fake Like This Birkin” bag.

The road ahead was not going to be easy, but Sonique knew she was on to something! While in LA, she hand-painted custom orders and worked as a fashion stylist to support herself in the bustling city.

The brand was originally named Sonique Saturday, after its founder, in 2014. A few years later, Saturday House was born.

In 2021, Sonique grew the brand to include a small team of individuals dedicated to making an impact in the fashion industry. Saturday House is not just a handbag company, it has developed into a luxury design house that sells apparel, phone accessories, handbags, hats, and so much more.

Any advice for growing your clientele? What’s been most effective for you?

Increasing our clientele was a pivotal part of Saturday House’s growth strategy. We implemented a multifaceted approach that combined strategic marketing, personalized customer experiences, and a deep understanding of our target audience.

1. Customer Persona Development:
My marketing team and I began by creating detailed customer personas to understand the demographics, preferences, and behaviors of our ideal customers. This enabled us to tailor our marketing efforts to resonate with their needs and aspirations.

2. Engaging Brand Identity:
We worked on developing a strong and appealing brand identity that reflected our handbags’ unique style and quality. This consistency across our brand’s visual elements, messaging, and values helped build recognition and trust among potential customers.

3. Digital Marketing Strategies:
We utilized a mix of digital marketing strategies to reach a wider audience. This included creating high-quality content showcasing our handbags, optimizing our website for search engines (SEO), and running targeted online ads through platforms like Google Ads and social media.

4. Social Media Engagement:
Our social media manager, Alisiana Peters, leveraged platforms like Instagram, Pinterest, and Facebook to showcase our handbags in creative and relatable ways. Consistent posting, engaging captions, and interacting with followers fostered a sense of community and encouraged sharing, which expanded our reach organically.

5. Influencer Collaborations:
Partnering with fashion influencers and bloggers allowed us to tap into their established audiences. These influencers authentically showcased our handbags, generating buzz and credibility that translated into new customers discovering and purchasing our products.

6. Email Marketing Campaigns:
We implemented targeted email marketing campaigns to nurture relationships with existing customers and keep them informed about new collections, promotions, and events. Personalized recommendations based on their past purchases also drove repeat sales.

7. Exceptional Customer Service:
Our customer service manager, Shu-Vai Lucas, helped us prioritize exceptional customer service to leave a lasting impression on every customer. Quick responses to inquiries, addressing concerns promptly, and offering hassle-free returns created a positive reputation that spread through word-of-mouth.

8. Collaborations with Complementary Brands:
We collaborated with other brands that complemented our handbags, such as footwear brands like The Shoe Surgeon and Urban Necessities. These partnerships introduced our products to audiences who were likely to appreciate our style.

9. Customer Feedback and Iteration:
We actively sought feedback from our customers and used their insights to iterate on our designs, features, and customer experience. This not only improved our products but also demonstrated our commitment to their needs.

10. Data-Driven Analysis:
Regularly analyzing metrics such as website traffic, conversion rates, and customer engagement helped us refine our strategies and allocate resources effectively.

By implementing a holistic approach that combined digital strategies, personalized interactions, and a commitment to quality, we successfully grew our clientele. This journey required a deep understanding of our customers and continuous adaptation to meet their evolving preferences, resulting in a steadily expanding customer base and increased brand loyalty.

Contact Info:

• Website: https://soniquesaturday.com/
• Instagram: https://www.instagram.com/soniquesaturdy/
• Twitter: https://twitter.com/SoniqueSaturdy

Image Credits
Allen Daniel