Pale Violet is the brainchild of Downtown Los Angeles‘ own Julia Blake. After having graduated with a degree in fashion merchandising she worked as a stylist and in fashion wholesale. This experience enabled her to learn the fashion industry from the inside, out. While doing this, she dreamed of opening her own boutique. Pale Violet was conceptualized as a luxury, fashion forward, curated boutique that women from all over the world could shop in.
In November 2013, Julia launched www.pale-violet.com and not long after, opened a brick and mortar boutique in historic Downtown Los Angeles at the corner of 7th and Spring. She carefully chooses the designers that are featured in her shop by scouring the world finding the perfect limited designs to offer her customers.
Pale Violet is proud to be able to bring a Los Angeles shopping experience to women all over the world by being an online fashion retailer.
How did you earn your first sales? Which channels are now generating the most traffic and sales for you?
We earned our first sales through partnering with fashion and lifestyle bloggers. Now, most of our traffic comes from organic searches and social media relationships.
Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?
We have a close- knit team of five people, who all bring different skill-sets to the table. We leverage apps such as SEO Meta Manager, SEO Scan Pro, and Lexity Retargeting in order to gain a full understanding of the behavior of our clients. We fulfill everything in house, and have pick-up shipping.
What are your top recommendations for new ecommerce entrepreneurs?
1) Make smart buying decisions- consider your cash flow when making initial purchases.
2) When you are feeling overwhelmed- breathe
3) Build deep trusting relationships with your employees, once you do that, don’t be afraid to delegate
4) Find a knowledgeable marketing writer- or become one yourself- SEO is the wave of the future and must be embraced in order to rank in organic searches
5) If something is not working, recalibrate! Reshoot it, remarket it, find a way to make it work
6) Embrace social media