Sleepwear that’s worth dreaming for
Vanessa Sofia saw a gap in the market for sophisticated sleepwear. There was only one other sleepwear brand that had nearly the whole market and it was aimed at a younger demographic. She thought that not everyone wants puppy dogs and ugg boots.
Vanessa also saw a gap for sleepwear to be a great gift idea and hence create beautiful matching gift boxes for each Gingerlilly set of PJs!
This is what Vanessa shared about her business:
Q. Describe your business and products/services you offer.
Gingerlilly is a Sleepwear and Homewares brand that reflects what is important to designer Vanessa Sofia. Style, quality and attention to detail and also making women smile when they’re sleeping.
Q. How long have you been in business?
Q. How many hours a week do you work in your business?
45-60 hours, sometimes more when we have trade fairs!
Q. What kind of online and offline marketing do you do and which is working for you?
We work with an agency to create fantastic campaigns which we use to really leverage Gingerlilly online and offline. Our campaigns are used to put our PJs in context and give you that warm, cosy feeling you get when you hop into bed.
We also create fun and engaging social media posts on a daily basis to interact with our customers on a daily basis. We use Facebook, Twitter, Instagram, Pinterest, our blog and EDM’s to really drive awareness and keep top of mind.
Competitions on our social channels are also really fun and we have taken these offline too by bringing Instagram printed frames to our Trade fairs and getting people to take photos with it! It’s really fun and engaging.
The social media and new campaign look and feel is really working to create the representation of our brand that we want.
Q. How has your website helped you run your business?
Our website definitely drives sales and really showcases the brand to the consumer and also our retail customers. It’s a great place for people to keep updated with everything that’s going on with Gingerlilly but also to come and buy all their favourite sleepwear and homewares.
Q. What obstacles or challenges are you facing at the moment?
Juggling two small children and a business.
Q. Any other comments / points you would like to share about running your business?
PJ’s are my passion, it’s what I do and to be honest I couldn’t see it any other way.