On this episode of Well Made, former blogger, tv host, and interior designer turned CEO, Nicole Gibbons shares how she's bringing the design expert to you with her new startup, Clare.
Designed to bring the expert to you, Clare simplifies the paint shopping process. The direct-to-consumer brand opts for a focused color selection, user-friendly sample swatches, and an intuitive color picking guide. By bringing together her personal and professional experiences, founder Nicole Gibbons is hoping to build a brand that’s primed for the long haul.
On this episode, Nicole explains why she choose to launch with a solution for the entire paint shopping process (6:28). She talks about predicting the lifetime value of their customer (9:56) and shaping a brand that sells to the DIY and professional markets (11:17). She shares the through line in her career (12:57) and how she built an audience at the height of the recession (17:39). She talks about exploring the licensing model, and choosing, ultimately, to operate on her terms (27:30), no matter the challenges (42:01).
Links and images from this post are on the Lumi Blog.