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teachers and the press we received, the site grew like wildfire,” she
says. “But I think the crucial thing is not to aim for big numbers, but
to aim at first for just a few people to love your product - and really
love it - so that you can rely on them to spread the word.”
Use social media to share your story, and keep it real
Social media plays a crucial role in building a successful business. The
critical thing, as yoga teacher and Instagram star Julie Montagu says,
is to “make sure that your posts are authentic - the words are coming
straight from you. Never be afraid to tell your story to others - people
like to follow real people.” Don’t try to portray perfection. Share what
is unique to you and personal: your workspace, your inspirations, your
fails as well as your successes. Post images on Instagram, Pinterest
and your blog to document what you’re doing. Let the whole world
fall in love with your office dog. Reach out to bloggers who share your
values – they are hungry for content and your picture might go viral.
Who knows, perhaps Oprah will place an order!
Use the real world to engage directly with your customer
Christina Gill, chief designer at Free Spirit is fast building a
reputation for hip, ethically made organic cotton and bamboo yoga
tanks. The British-born yogini takes every opportunity to connect
with her customers. Based in Sydney, she regularly takes stands
at her hometown markets, as well as big events like Wanderlust,
the Byron Surf festival, and the OM Yoga Show in London. “Putting
yourself and your product in front of the public might seem
daunting, but it’s both essential and rewarding,” she says. “It gives
your brand great exposure and enables you to gain feedback that
you don’t get online - why your customer loves your product, what
they don’t like, why they might be hesitating. I cringe at the thought
of a sales pitch because I’m not a sales person! But if yoga is a
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Belgeonne
Lucy Edge
Jonty Hikmet Alice Asquith
passion you share with your customer this shines through, and
people will instinctively want to be part of it.”Invest in great photography, and videos
As a writer I’ve always relied on words to engage people but even I
have to concede that images are a much more immediate way of
communicating what your brand stands for than a ton of text. One
company that uses imagery to powerful effect is men’s yoga clothing
brand Ohmme. As co-founder Jonty Hikmet points out: “Beautiful
photography and videography capture those precious moments in
our lives - eliciting universally positive feelings.” Working with male
yogi photographers and videographers, this activist brand has
been hugely successful in capturing those precious yoga moments,
inspiring thousands of men to get on a mat for the first time.Find your online platform
The online marketplace has proven to be a massive positive for
independent sellers. Not On The High Street is the grande dame
of platforms – reviving great British craftsmanship almost single-
handedly. But while it’s home to 5,000 small businesses across a
wide variety of categories, there are a growing number of curated
sites specialising in niche markets. Look for the one that’s right
for you – one that not only offers you a platform, but which will
also enable your voice to be heard by the right people. I created
YogaClicks.Store, the ‘made by yogis’ marketplace for this reason.
Not only to provide a home for yoga’s creative talent – shining a
light on the boutique, handmade and original – but also, as an
author, to tell these makers’ stories. Starting with readers of my first
book Yoga School Dropout, I set about inspiring other yogis with this
deep well of eco-friendly and ethically conscious creativity.And finally ... keep practicing!
Creating and driving a business takes everything you’ve got. I would
be a heap on the floor if I didn’t practice every day. I wait until
everyone has gone home and roll out my mat between the desks,
looking up at the underside of chairs as I take time to slow down
and breathe. Nahid de Belgeonne, founder of London’s bustling
Good Vibes studios, agrees: “If I didn’t move every day, I would feel
stuck in mind and body. My practice time is a non-negotiable part
of my day. I have a daily restorative and meditation practice which
give underlying support to my busy life. I want to be fully present and
yoga helps me to do that.”Lucy Edge is the author of Yoga School Dropout and founder of
YogaClicks.Store – the Made By Yogis marketplace offering boutique
yoga wear, handmade jewellery and original gifts. OM readers get
15% off everything in store with code OM15 until January 31, 2018.