Christina DuVarney is grateful, blessed, and excited about her business and life.
She is one of three co-founders of Beautiful Disaster, a clothing company with a mission to empower the beautifully broken and the perfectly imperfect with the clothing that we wear.
Today in 2020, Beautiful Disaster is selling over $400k a month in clothing, but it is far from an overnight success. Christina and her partners started in 2008 — 12 years ago — and they spent the first 9 years working on the business part-time. Yes, weekends, evenings, and every spare moment were spent on the business while also working at other jobs to pay the bills.
The story of Beautiful Disaster is one of perseverance and determination, mixed with an insatiable desire to make their customers' lives better with clothing.
Now, let's hack…
Highlights from the episode
- [3:40]: Christina talks about taking the time to listen to what customers want. Their brand has private groups with over 100,000 members, giving them unique insights and an opportunity to engage with their audience.
- [10:45]: When she first started her business, Christina didn't know yet that she needed to actively listen to people. You have to focus on what your audience wants, more so than what you want. When they first started, they paid attention to what people were saying about their clothes when they sold at local markets and festivals.
- [15:00]: Christina describes her business as a “13-year overnight success.” They've been around for a long time, but they've only recently started getting recognition. For the first ten years, most of the people involved had day jobs and didn't work on the company full time.
- [26:3o]: Christina talks about how branding is hard to measure and quantify. Beautiful Disaster has a strong brand, which they've built by being authentic and engaging with their audience.
Resources and links from the interview
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