192 | Building an Authentic Community around Your Brand with Selene Dior of Vitae Apparel
Selene is proof that personal and brand authenticity builds your business and community in tangible ways that you can be truly proud of.
LISTEN TO THE EPISODE HERE:
We’re joined by Selene Dior, the founder of Vitae Apparel, which is Inspired by the durability of competitive swimwear and contemporary fashion, they design comfy yet practicable swimsuits and activewear!
Selene was a competitive swimmer for 16 years and after not being able to find swimsuits that fit her properly, she decided to design her own and that's how VITAE was born!
Topics covered in this episode:
Selene's journey of building her brand after highschool in 2018
Navigating the challenges and unknowns of 2020 and the pandemic
The Value of building a strong Community around your brand
The power of authenticity and transparency with her community and customers.
How Hosting (both virtual and in person) has cultivated brand loyalty
Connect with Selene:
Instagram @missss.diorr @vitaeapparel
www.vitaeapparel.com *USE CODE: BUSINESSBABES20 for 20% off!
Start with a Purpose
Launch your brand with a clear purpose that resonates with your values and your target audience.
Diversify Product Offerings
Don't limit your brand to one product; listen to your community's needs and expand your offerings accordingly.
Nurture Your Community
Focus on building a genuine and transparent community that goes beyond transactions.
Host events, workshops, and safe spaces for your customers to connect and engage.
Overcome Challenges with Resilience
The journey may have ups and downs, especially during challenging times, but resilience and adaptability are key.
Leverage In-Person Events
In-person events can create strong connections between your brand and your community, providing real-life experiences.
Build Personal Relationships
Treat your customers as friends and align your brand's values with theirs to create lasting connections.
Embrace Transparency
Share your brand's experiences, both successes and failures, to build trust and authenticity.
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transcript
[00:00:00] Danielle Wiebe: Welcome to the podcast, Selene. I'm super excited to have you here. For everyone tuning in, can you just share a little bit more about yourself, about your business, and how did you become an entrepreneur?
[00:00:12] Selene Dior: Yeah, thank you so much for having me. I Started Vitae in 2016 December, and I used to swim competitively, so when I first started Vitae, I was lifeguarding pretty much full time.
[00:00:25] Selene Dior: It was the summer right after high school, and I was working a lot, trying to save up money for university, and I was shopping for bikinis during the summer, and I was looking for something that was functional, but fashionable, and at the time, Who dominated the market was Victoria's Secret and all these other brands that really only showcase model that looked like a model.
[00:00:47] Selene Dior: And I thought that there must be another brand out there that represented women better. And I couldn't find any and I
[00:00:57] Selene Dior: just started designing my own that same [00:01:00] summer and I was like, you know what, I'm just going to try. Like I lived in swimwear my whole life. I know what people are looking for. So I. Started designing launched within six months and while I was in first year university as well. So December of 2016 Vitae was born and it's been pretty much all my life for the last six and a half years.
[00:01:23] Danielle Wiebe: Oh, amazing. Okay. I would love to know what has the journey been like up until this point. Obviously, when you hear stories of people launching their business, it's Oh, amazing. So they launched their business, started taking off. Everything was easy. You started selling, all these products tell us , what was that?
[00:01:42] Danielle Wiebe: What was that journey like for you from launching? Did you have initial interest in success? And if you did, what did that look like? What are some of the challenges that you faced? I would love to know what has your journey been like up until this point?
[00:01:56] Selene Dior: Yeah, my journey has been a roller coaster as I [00:02:00] think it has been for a lot of entrepreneurs, especially over the last three and a half years.
[00:02:04] Selene Dior: I want to say thinking back now, the first three years of my business was very peaceful comparing to what we've been dealing with over the last three and a half years ever since the pandemic really. Yeah, we started with swimwear and I Already knew how I wanted to build the marketing channels and how I wanted to market my product So we built a very big brand ambassador program pretty much right off the bat and Building a community is what i'm really passionate about.
[00:02:32] Selene Dior: So I spent a lot of effort into Doing that so we would host events We would do photo shoots with our customers our brand ambassadors and have brand ambassador exclusive events. So it was just a lot of My energy and effort put into building the community, but also my passion. I think that really showed through our social media as well.
[00:02:51] Selene Dior: We heavily use UGC content. Back in the day, people didn't even know what UGC was. And we were out here [00:03:00] always showing our customers wearing the product. Whereas a lot of brands at the time was showing high quality photos and photoshopped and all that stuff. And we just really want to be transparent, authentic, and real.
[00:03:11] Selene Dior: And to help empower women all over the world. So I think the first three years of our business, we were only selling swim and some accessories that complimented swim. And it was seasonal. A lot of our customers were in Canada. Some of them were in the U S and Australia, but. It got to a point where I got tired of the seasonal business summer here was only a month long.
[00:03:32] Selene Dior: So I asked our community like, Hey, what else do you see? And then they wanted to see athletic apparel. And I was like, Okay wait a sec. , There's something here. It makes sense. I used to train in athletic apparel to outside of being in the pool, we had to do dry land training. So I was like, I know what A pair of leggings should feel like and what a sports bra should feel like to be supportive for all that and then design our first collection Dropped it at the end of 2018 [00:04:00] and the collection sold out within an hour and we had to put it on pre order So I knew it was a hit and throughout 2018 2019 That whole year we were slowly putting more effort into fitness apparel, and it slowly took over because this is something you can wear all year round.
[00:04:18] Selene Dior: The challenges with fitness was that it had a higher minimum order quantity, and also, it costs almost triple the amount for landed costs versus swimwear. So we had to, we're completely bootstrapped. And we just had to stock as much inventory as we can and it would sell out really fast. And then we would say sorry, like we'll restock like next month.
[00:04:40] Selene Dior: So it built a buying habit of launching a new collection. Every month and a half, two months, or restocking. People loved that because it was something new, something exciting, and we made a big event, campaign out of it. Then 2020 came, and everyone, I think I was a [00:05:00] bit lucky in the sense that I have family in China, and they knew it was already breaking out around January.
[00:05:08] Selene Dior: And my mom was like, you gotta, you just gotta prepare for it to come hit like North America because people are traveling. So I started like figuring out supply chain, like what am I going to do with it? Do I have to prep more inventory, order less? And I think it was so uncertain that I just I would say cut a lot of costs that was not necessarily needed because I didn't know what it would look like And then march came around everything was locked down And then little did we know everyone was now shopping online and then the sales grew a lot Organically just because people are now online and we have a very strong community.
[00:05:42] Selene Dior: So people were just loving what we did we did live workout classes on ig live bartending class just community events and Our strong suit really shown through throughout COVID, and we grew about 400% that year. And then, [00:06:00] yeah, we hired a lot of people grew very fast the following year. And then the post pandemic kind of econ bubble bursted.
[00:06:08] Selene Dior: So I feel like we're definitely experiencing a revenue drop. And then just reevaluating that period where we overgrew over hired a lot. What the learnings are, how can we make it more efficient and leaner to essentially, in a way, survive through the recession.
[00:06:26] Danielle Wiebe: Yeah. Amazing. First of all, thank you for sharing that transparency because it's fun to talk about rapid growth, right?
[00:06:33] Danielle Wiebe: Everyone wants to talk about the rapid growth of running a business and oh, yeah, we grew by 400% and that's amazing and all these things, but no one wants to talk about. What happens when sales slow down or what happens when, yeah, you either you overhire or whatever that looks like.
[00:06:49] Danielle Wiebe: So thank you for sharing that. And what would you say has been. Some of the learnings because one of the things that you have mentioned several times throughout this [00:07:00] is Community and of course, we're very passionate about community. We're very passionate about bringing together entrepreneurs and sharing learning and Collaborating with each other.
[00:07:11] Danielle Wiebe: So how has that looked in both the growth seasons of your business and then also the challenging seasons of your business? And I know that you are really passionate about being transparent, like with your community as well. So what has been the role of community and, both from a perspective of like your customers that are purchasing your product, but then also other entrepreneurs around you and like maybe getting support or help or feedback from them.
[00:07:40] Danielle Wiebe: I would love to hear what has been your experience with that.
[00:07:44] Selene Dior: Yeah, I. Want to say community has always been our bread and butter for our brand. And I think that's what made us stand out. People really feel the authentic connection with us with our team and the [00:08:00] relationship built between our customers and us.
[00:08:03] Selene Dior: And I think it does really show through our content and even our website. We use our customers to model on our website and we were the first ones that did that. And then now I think more and more brands are adopting to that. I think community is really important because people want to feel a part of something.
[00:08:19] Selene Dior: They want to feel supported and no matter what journey you are on, it can be a lonely one. Even if you're a student, trying to graduate university or figuring out what your career looks like or what your relationship looks like or what your health and fitness journey looks like. I bet a lot of people feel lonely in some kind of way, no matter what they're going through.
[00:08:40] Selene Dior: And I think that reflects through our customers and also the entrepreneurship journey, right? And our idea for Vitae was to create a community where people feel supported and safe to share and ask questions however they want. So we have a Facebook group, we have a private Instagram group that really facilitates that, and also we host [00:09:00] events, we do free workshops that are online and also in person, and we provide like tons of resources on mental health if you want to eat healthier.
[00:09:09] Selene Dior: Resources on that work out how to establish a good routine that works for you. And I think people really see that we're putting effort into that and providing value. So there's that added layer of trust. And on the entrepreneur side, I think. I knew how lonely it was and thinking back now, I started out of high school and I just didn't know what I was doing.
[00:09:33] Selene Dior: And one thing that I would have changed was I wish I did network more. Now I think I'm very skilled at that because I push myself out of the comfort zone and just meet people and put myself out there and, do podcasts or cold DM someone to go grab coffee. So that to me now comes quite naturally, but it wasn't always like that.
[00:09:53] Selene Dior: And it can be changed if you know that's something that you want to work on. And it really helped me because it. [00:10:00] Makes you feel that you're not in this journey alone. And I've learned so much through talking with other people and hearing their experiences. You might not be able to implement everything or not everything that is applicable to you, but just hearing other people also going through either the same struggles or different struggles make you realize that you're not alone.
[00:10:17] Selene Dior: And then how can you combine forces and resources to make both your businesses better, or at least have a sounding board on a big decision that you want to make. Me and my friend Olivia, she owns Meowbox. We actually did a women in business startup competition two years in a row and we just, we ourselves forked out I think like over 10k cash to sponsor three winners per year and it's just a little tiny like pitch competition.
[00:10:44] Selene Dior: They pitched their business idea on IG Live. Anyone can watch it. And you don't need to pay to apply. And then me and Olivia just really wanted to help other women in business cause we knew how hard that can be. We also do mentorship from the prizes and really [00:11:00] just connect our network to help them grow their business.
[00:11:03] Selene Dior: So yeah, we did that for two years in a row. And that was honestly really eyeopening to be able to not, I don't want to use the word coach because we're really just sharing our experiences and what worked for us, what didn't or what we're going through, and it's good to connect that way. And it makes them feel like.
[00:11:20] Selene Dior: Okay Olivia and Selena are also going through the same thing. I'm not the only one, so I think the power of community is really important for one's well being and also to just feel a part of something and feel like they belong somewhere. So
[00:11:33] Danielle Wiebe: good, I love that. Something that I think is really cool about your brand is one, that's so cool that you did the pitch competition.
[00:11:40] Danielle Wiebe: I actually remember tuning in because one of the women in part of our community was pitching for that. And so I, I just thought that was so incredible that you guys were doing that and really inspiring. And then another thing, As you talking about doing like in person events, virtual events, things like that.
[00:11:58] Danielle Wiebe: And I think that is [00:12:00] something that not a lot of brands take advantage of. I'm a big advocate for hosting both virtual and in person events. I think it's One of the best things that you can do for your business, not only attending them, which I think is really important for networking and connecting, but hosting them for yourself.
[00:12:17] Danielle Wiebe: So I'd love to ask you a follow up question on that. What do you feel like that has been able to do for your brand? Because I think a lot of people are focused on. digital marketing, which is important. Absolutely. But they miss the community aspect of it. So they're focused on like maybe the ads or they're focused on like influencer marketing or, sending people product and all of that kind of stuff.
[00:12:41] Danielle Wiebe: And that can all be great things. Collaborations, all of that, but actually hosting and creating opportunities for your community. is what you're talking about. What do you feel like the value of that is as a brand in the business?
[00:12:59] Selene Dior: I think [00:13:00] that when people have a community and a safe environment, like the one we created for our customers and our community, they no longer think that you are just a brand that sells clothing.
[00:13:12] Selene Dior: They tie in their personal values and mission and purpose to your brand mission and value and purpose. And I have so many examples where we often host photo shoots and we have brand ambassadors and customers come in to shoot and then everyone meets each other. They've never met each other before.
[00:13:28] Selene Dior: And then through that one photo shoot or one event or one workout class, they become best friends for life. I have so many examples like that. And whenever I hear it, And I see on social media, I'm like, Oh, like they're hanging out a lot like that makes me really happy because I'm actually creating an opportunity environment for people to meet.
[00:13:45] Selene Dior: Otherwise, they maybe wouldn't have, and I think what makes a brand stand out now is having that authenticity and real person to person connection. During COVID, we couldn't see people, there was a lockdown. [00:14:00] I think that post COVID people are really craving that in person connection.
[00:14:05] Selene Dior: So in 2021 was when some stuff opened but not everything opened up. We started doing more events and then some did really well. Some was a complete flop, it depends. The only one event that did really well was an outdoor workout and it was at Kate's Deck in North Bend, like Lonsdale Quay. And I think that one did really well because People were super spaced out and it was outdoor, and I think a lot of people were still weary about COVID.
[00:14:32] Selene Dior: So some of the indoor events that we hosted, I didn't see as good of a turnout. And even though that deterred. My team a bit. I was like, no, we just have to keep doing events like it'll work So then through those learnings people not showing up. Okay, why didn't they show up? Okay, because it was free and there was no commitment To sign up now, how can we fix that?
[00:14:53] Selene Dior: So we learn and now we're doing donation based ticket Minimum five dollar donation if you don't show up, that's fine It goes to the woman's [00:15:00] shelter at least there's some sort of commitment for a free event and you get goodie bags drinks and whatnot depending on the event and I think that Gives people a bit more commitment and reminds them to come and show up.
[00:15:12] Selene Dior: And ever since we implemented that and also this summer, I think this is the first summer that people forgot about COVID and we are living our lives, to the fullest. So I think that really helped. Yeah, we ran a lot of events this summer, I think at least eight what's a collaboration with an existing studio of some sort, or our own event or online event or in person pop up shop.
[00:15:36] Selene Dior: And I find adding that layer of Meeting someone in person. Now you feel that you are part of their world. And when our customers come meet us at a pop up, they're like, okay, they're not just a brand behind my phone screen. They're real. And I can feel the products and I can touch it and it's great quality.
[00:15:55] Selene Dior: And now they're way more excited to support you because they met me, they met the team and they [00:16:00] know our brand mission and value. And I think it's really important for brands to. Not just think about how you can make more revenue and convert them into customers. I think that if you are essentially your customer's best friend or friend in a way, they will support you no matter what you sell.
[00:16:18] Selene Dior: Even if you sell a notebook or fitness apparel or a microphone, if they connect with you and what you stand for, they will buy what you want to sell because they want to support you and they align with your vision. So I think that's really important to think about. For brands. Yeah.
[00:16:34] Danielle Wiebe: So good.
[00:16:35] Danielle Wiebe: I could go on this topic for ever. I would love to know, based on your journey of everything that you've been able to do, building your community, building your brand, your business. What are you the most proud of your journey so
[00:16:47] Selene Dior: far? Yeah, that is a tough question. I think it's tough because I think for a lot of entrepreneurs, we tend to be really hard on ourselves and we're like, oh man, like we did so much but what am I really proud of, [00:17:00] right?
[00:17:00] Selene Dior: I think for me, one thing that I am really proud of is being able to build a community and a space for people to feel like they are supported and that they are in a safe space to share what they Love and what they don't love and if they have questions and then tying into that piece. And I think that because I'm so transparent and authentic on our social media platforms, sharing what our company is going through, what are some things that worked or this collection completely flopped?
[00:17:30] Selene Dior: Like, why did it flop? And please help us like improve our design, like really talking to our community and treating them as not just someone that buys your product, but a friend and you want to ask advice on they, they're going to be a loyal customer of yours for a lifetime if you treat them equally and as a friend.
[00:17:52] Selene Dior: And I think I'm really proud to build that culture in the company too, not just within the team, but also with our customers and [00:18:00] our community. And yeah, building a community is a lot of work. It's a lot of work to set up, but it's even more work to maintain. And I've had so many conversations with other entrepreneurs where they want to also build their community.
[00:18:13] Selene Dior: But when I lay it out and explain what we do and all the little things that like, you don't think about, they're like, Oh my God, there's so much work. You need two full time people. And I'm like, yes, that's that was go into it. I think that, yeah, that's something that I'm really proud of that I never gave up on it.
[00:18:29] Selene Dior: And even if it didn't work, I still learned from it stood behind it. And I'm like, no, this is what I want to build. And that's something I'm very proud of. I love that.
[00:18:38] Danielle Wiebe: I think something I just want to say, based on what you just said, because I really think that it's important for entrepreneurs who are listening, who are trying to build their brands to, to recognize.
[00:18:49] Danielle Wiebe: I think a lot of people see success stories online and they assume that it happened overnight. They assume that it happened easy and they want those quick [00:19:00] wins, right? They want that quick success. And I think what you said, I think is really valuable in that building a business, building a brand, building a community around your brand is not.
[00:19:13] Danielle Wiebe: easy. Like it does take a lot of time and effort and work, but the power of that, not only for the success of your brand, but also just like what you said of what you're proud of building that community and having customers that, that actually care and that meet each other and become friends. And like all of the ripple effects that happen from that is so beautiful and so impactful.
[00:19:37] Danielle Wiebe: So I think it's just an important. Reminder for business owners as they're building their brand. It's what is the purpose behind what you're doing? And are you willing to actually put in the time and effort and see it through and also going through challenges because they're going to come up and it's like, how do you work through that?
[00:19:57] Danielle Wiebe: And How do you build relationships with people around you who can [00:20:00] support you through it too? So yeah, thank you so much for sharing all of that. Where can people find you? Where can people connect with you online and find out more about what you're doing and your brand?
[00:20:11] Selene Dior: Yeah, my Instagram is miss.
[00:20:15] Selene Dior: dior. It's four s's and two r's, but I'm sure you'll link it in the description as well. You can find me on LinkedIn, Celine Dior and. I would love to do a 20% off code for anyone listening. If you're interested in Vitae what should we make the code to be? Let's
[00:20:35] Danielle Wiebe: do Business Babes
[00:20:37] Selene Dior: 20. All right, let's do Business Babes 20 for 20% off Vitae Apparel.
[00:20:41] Selene Dior: Love it. And yeah, shoot me a message, DM anytime. I'm happy to answer any questions. Yeah, don't be afraid to reach out.
[00:20:49] Danielle Wiebe: So good. Yeah. And we'll link everything in the show notes, your website, your Instagram, both of the handles there as well. Thank you so much for joining us. And also super excited to [00:21:00] have you a part of our in person conference power of purpose on August 25th.
[00:21:05] Danielle Wiebe: So honored to have you as one of our speakers. And so if there's anyone that is local who wants to join and come and connect in person, this is an op. Perfect opportunity to do that as well. So thank you for joining us. Thank you for your time. And I can't wait to see you on the 25th
[00:21:25] Selene Dior: as well. Thank you so much for having me.
[00:21:27] Selene Dior: I appreciate it.