If you’ve been with me the past 3-4 years, you know I’ve launched not one, not two, but THREE websites.
We started selling Art of Cloth online under a different name, Artful Sister, because I didn’t want to compete with our Art of Cloth wholesalers. About two years ago, I listened to a wise consultant who told me that I was confusing my customers by having two different brands.
“Be who you are”, he said.
It resonated - that’s what Art of Cloth was supposed to be all about. Why weren’t we practicing it in our own online presence?
I took a deep breath, ditched Artful Sister, and began showing up as Art of Cloth. Period. One website.
As expected, I did upset many wholesalers by selling both online and selling to their stores. While that was painful - I’ve always had great relationships with our wholesale customers - the connection we were making with you was something special.
So much so, that as I shared with you last month, we’ve now left the wholesaling business altogether to focus solely on YOU, the retail online customer.
Alas, what does all of this mean for you? Well, I am now personally devoting my time to delivering the best product that I can to you. I’m also diving into the website, trying to learn with my merry band here what we’re doing right and wrong.
What I’ve found is our big miss:
We don’t stock enough quantity of our best stuff, and when we’re out, we’re out.
So, here is what I want you to know: if you like something, buy it. This is NOT a sales ploy. I really mean this. If you wait until it goes on sale, chances are your favorite garment in the size you need will be gone.
For example, that same consultant from above made a very good point when the Seabreeze in Purple Persimmon sold out in one week.
"Wouldn't it be nice if we had more of those...?"
The simplicity of it all!
I am so sorry, but for our Fall collection, we’re only going to be able to restock a very few items.
The good news is I’m paying attention and am designing our Spring Online collection with this in mind.
As such, please tell me what you want more of on our website. Tell me styles that you like, the colors you like, and the sizes you need. If you’ve been frustrated that your size sells out early, tell me! Send me emails personally at firstname.lastname@example.org and I will take note and respond. I promise!
For me, this is a great learning experience. I’ve been a designer and artist my entire professional life, but I have never been so in touch with my customers as I am now with the new Art of Cloth!
And admitting that I’ve made a mistake and hoping you’ll bear with us as we correct our faux pas is a big step for me. (What I do know is that it feels good to be honest and humble about our screw-ups!)
(Shown above: Angelica in the Bella-V in Purple Persimmon. One of those we were able to restock!)