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A story about making our people even more ours
A story about making our people even more ours
At the end of this spring, while preparing the new summer collection, Lera and I began thinking about how exactly we wanted to promote it. The obvious options, of course, were professional photoshoots, buying ads, sending out PR packages to bloggers and media. But we decided to try something different: to find among our followers those who were heading out on an exciting trip — and who’d be willing to take our new pieces along and capture them there.
In an ideal world, of course, we wanted the Kamchatka cord to travel to Kamchatka, and the Azores cord to see the Azores — and that’s exactly what happened!
In an ideal world, of course, we wanted the Kamchatka cord to travel to Kamchatka, and the Azores cord to see the Azores — and that’s exactly what happened!
Proof that it worked? Kamchatka on Kamchatka!
Proof that it worked? Kamchatka on Kamchatka!
Our idea was to make ambassadors of our brand out of people who truly love what we create. We wanted them to feel like bloggers — the kind who get fun little things for free to promote. More importantly, we wanted to show that you — the ones who buy our pieces — are our main support and our greatest love. And we want, and are ready, to thank you for it.
More than 200 people responded to our call — some of them longtime friends of the brand, others brand new. One was preparing for meditation in Altai, another was off to stroll the streets of Los Angeles, another to take selfies with lions on a Kenyan safari.
We chose 12 girls who not only were headed to places that felt right for us, but who had also been supporting us for a long time — with purchases, tags, and kind words. In short, our people.
Here’s what came out of this little adventure:
More than 200 people responded to our call — some of them longtime friends of the brand, others brand new. One was preparing for meditation in Altai, another was off to stroll the streets of Los Angeles, another to take selfies with lions on a Kenyan safari.
We chose 12 girls who not only were headed to places that felt right for us, but who had also been supporting us for a long time — with purchases, tags, and kind words. In short, our people.
Here’s what came out of this little adventure:
Polina took the Lalaland bracelet back home to Los Angeles and showed it the landmarks of one of the most iconic love stories of the 21st century.
Polina took the “Lalaland” bracelet back home to Los Angeles and showed it the landmarks of one of the most iconic love stories of the 21st century.
Anya set off for Samarkand, stopping by Georgia along the way. Traveling with her was the “Umeshu” cord, named after the traditional Japanese drink. Umeshu in Samarkand? Who’s going to stop it?
Anya set off for Samarkand, stopping by Georgia along the way. Traveling with her was the “Umeshu” cord, named after the traditional Japanese drink. Umeshu in Samarkand? Who’s going to stop it?
Olya, completely fearless, flew to Kenya, where on safari she met lions and giraffes. Of course, the Kenya glasses cord came along for the ride.
Olya, completely fearless, flew to Kenya, where on safari she met lions and giraffes. Of course, the Kenya glasses cord came along for the ride.
Asya, with the Azores cord, found herself right in the middle of the North Atlantic Ocean — on the Azores islands, those tiny dots in the endless blue. Yes, our Asya and our little cord made it there!
Asya, with the Azores cord, found herself right in the middle of the North Atlantic Ocean — on the Azores islands, those tiny dots in the endless blue. Yes, our Asya and our little cord made it there!
Katya introduced the Sicily cord to America — more precisely, Boston. She took it to restaurants, gave out style on the streets, and enjoyed the big waters of Massachusetts Bay. Sicily in America? Time to rethink The Godfather!
Katya introduced the Sicily cord to America — more precisely, Boston. She took it to restaurants, gave out style on the streets, and enjoyed the big waters of Massachusetts Bay. Sicily in America? Time to rethink The Godfather!
Anya strolled through rice fields with the Fuji cord. Together they visited the mountain village of Shirakawa-go, protected by UNESCO. And Fuji also faithfully carried a hand fan — essential for Japanese summers.
Anya strolled through rice fields with the Fuji cord. Together they visited the mountain village of Shirakawa-go, protected by UNESCO. And Fuji also faithfully carried a hand fan — essential for Japanese summers.
Lena, with the Catalonia glasses cord, enjoyed the masterpieces of Antoni Gaudí and the culinary delights of the region (ice cream included).
Lena, with the Catalonia glasses cord, enjoyed the masterpieces of Antoni Gaudí and the culinary delights of the region (ice cream included).
Albina got her captain’s license! And on this big day, the Sicily glasses cord was there to celebrate with her.
Albina got her captain’s license! And on this big day, the Sicily glasses cord was there to celebrate with her.
Alina traveled through beautiful Buryatia, introducing our Arshan cord to the local bears!
Alina traveled through beautiful Buryatia, introducing our Arshan cord to the local bears!