Remember that episode of Friends, when Ross, Chandler, and Rachel are carrying an oversized couch up the stairs and every time the couch got stuck, Ross would scream: PIVOT!! Turns out the couch didn’t fit, but Ross was on to something.
Pivoting is what smart business people do. Businesses evolve, your market evolves and many times the only way to save your business is to pivot. And that’s what Kim and Tim Lewis of CurlMix did.
Kim and Tim launched CurlMix in 2015 as a DIY subscription box for curly hair. The concept was based on the premise that (1) naturalistas want natural and as few ingredients as possible in their hair products; (2) many naturalistas want to know exactly what goes into their natural hair products, and (3) they want to mix it themselves, but don’t want to scour the internet for ingredients and come up with their own recipes. Amazing concept and this describes me to a tee (since I speak for all naturalistas LOL).
However, what Kim didn’t expect is how much work it would take to get her DIY subscription box off the ground. When she launched CurlMix in 2015, she launched it to a whopping two orders.
After contemplating quitting her second business, Tim convinced Kim to give it one more shot and this time around, she took no prisoners. She contacted media outlets, bloggers, including Hey Fran Hey and Natural Chica, she got coverage in Refinery 29 and Essence and when they relaunched, they sold 100 boxes on their first day!
Since then, CurlMix has done more than 350K in business, have launched the CurlMix DIY party, city tours and have been featured in BuzzFeed, Refinery29, Allure, Essence, Ebony, ABC News Chicago, Naturally Curly and more.
They launched their first pre-mix line in March 2017 and that planted the seed for the much-needed pivot they just made in their business.
In this episode, Kim and Tim get very honest about some of the mistakes they made in their business, what some of their biggest challenges are and their light bulb moment that turned their business around.
You can catch up with CurlMix on Instagram.
Want to try CurlMix’s newest hand-crafted products? Enter the giveaway below!
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