The coronavirus disease forced emerging local jewelry designer Logan Poos of Logan Tay Jewelry to turn social media.
Jewelry designer Logan Poos realized the value of an internet presence when the coronavirus pandemic halted all in-store trunk shows and the regular income generated by them.
“It’s the most powerful tool a business could have in so many ways, if you’re stripped of everything, you only have social media or your phone,” Poos said. “People are online shopping and they’re scrolling through their feeds.”
The owner and designer of Logan Tay Jewelry didn’t have much of an online presence for the brand when the pandemic hit. Without a brick-and-mortar space, she needed to move quickly.
But establishing a strong presence online was not her only problem. Coronavirus affected production as deliveries of chains, charms and beads were delayed, which in turn led to delays in customer deliveries.
During a two-month furlough from her part-time sales associate job at LoveShackFancy, Poos focused on establishing an online presence on various platforms.
“I use Instagram 90% of the time,” Poos said. To drum up business, Poos paid for ads on the platform, hosted a virtual trunk show of her latest designs with try-ons and sent out influencer packages, containing three pieces of jewelry, to bloggers promoting the brand on their pages. The results were better than she expected.
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Quarantine made me do it. First IGTV Not sure about this whole talking to the camera thing but here ya go. Mother’s Day edit is live now! grab your sweet mama some shiny cuties
A post shared by LOGAN TAY (@logantay_jewelry) on Apr 25, 2020 at 8:14am PDT
“As far as sales, we’ve done better during this time than I thought because people are shopping online,” she said. “That was a good way to advertise and market. I do it a lot more now than I did before. Yes, it’s an expense to us, but the more people I can reach, the more sales can come from that.”
Poos also uses Facebook and most recently TikTok, which the 25-year-old said makes her “feel old.”
“TikTok is new to me,” she said. “It makes me feel like when my mom said she couldn’t figure the internet out.”
Even though TikTok caters to a younger demographic, it offers untapped potential for brand awareness and engagement. The Chinese-owned social media app offers a different way to promote brands with entertaining or informative content in a 15- or 60-second video clip. According to Forbes, businesses using video as a marketing tool has increased from 61% in 2016 to 85% projected for 2020.
“Everything is about videos, dances and it changed people’s businesses too,” she said. “I think TikTok is even a more powerful tool now.”
Her business management degree from Florida Atlantic University helped her with the entrepreneurial, financial and marketing portion of her company, but the social media part she had to learn on her own.
“I taught it to myself,” she said. “Social media is such a new thing. Even when I was in high school and college it was all about Facebook, and Instagram was just starting out.”
The Winter Park native is an avid surfer who founded her first jewelry line 2017. Her passion for the beach, waves and surfing is visible in the designs she makes in her Royal Poinciana Way studio.
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What happened to Floyd was an inexcusable act of ignorance for every single person involved. We all know that. Now we need to act. Listen, learn, and take action. It’s heart breaking, devastating, and wrong. I vow to do my part by being educated and not being silent. I’ve contemplated for the last couple days of whether or not posting on this page about anything with my business is right. With the heaviness that is happening in our world today I find it hard to be motivated or to feel any sort of creativity in this time. This is my happy place and I love what I do. I try to stay as positive as I can and be a platform for people to feel loved. I hope everyone feels that. Sending love to all humans during these beyond imaginable times
A post shared by LOGAN TAY (@logantay_jewelry) on Jun 3, 2020 at 3:54pm PDT
Armed with pliers, charms and chains, Poos makes puka hoop earrings, sea shell wrap bracelets and beaded anklets, among other things. She customizes orders with customers’ initials, favorite colors or sayings. The most recent launch, a collection of puka wrap bracelets using brightly-colored prints, has become and instant best seller and a nod to Poos’ favorite brand, LoveShackFancy.
She moved to Palm Beach a year ago, and in that time was able to grow her business, release new designs and sign a contract with The Breakers. Since October, her fine jewelry collection has been for sale exclusively at the resort’s The Mix store where she’s currently the only local designer at the store.
“When I created a fine line, I didn’t want it to be just a diamond. I wanted a higher-level design that’s nice in fine gold,” she said. The collection of three necklaces and two earrings, adorned in diamonds and 14-karat gold, features emotifs of curved waves shaped seamlessly into the jewelry and gold seas shells encrusted in diamonds.
“The ocean for me is my revival. It’s gotten me through the toughest times in my life to where I am today,” Poos said. ‘It’s my inspiration. It’s the inspiration behind the brand.”
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