Designing For Success in a Niche Market
When you’re an entrepreneur in a very niche market, how do you take on big competitors like Hermès? A scarf lover from early on, today’s guest Sarah Somers recognized that it had become challenging to find beautifully designed, high-quality silk scarves. Coming from a background of private equity and raising capital, the world of retail and women’s accessories was, as she puts it, a “trial by fire”. But she took the leap, combining her passion and experience and transforming it to create her own company, Deseda. Using that business savvy, Sarah has deployed a variety of different revenue streams – online to wholesale to brick-and-mortar – to help build her brand recognition and awareness. Now, together with a team of talented creatives, Sarah continues to lead the process of transforming silk into wearable art. Sarah’s goal for Deseda is to be THE go-to for luxury designer scarves – and she’s well on her way. Listen in to this incredible story and discover how she turned this unique idea into a resounding success.