After four years of running an e-commerce business, let me share a secret with you: want to know the easiest way to get someone to join your mailing list, or purchase your product?
Offer a discount code.
And that seems like an innocuous enough thing to do. The customer gets what she wants (a lower price) and I get what I want: a customer.
But the true cost is much greater: to me, and to you - my customers, my community. Let me explain.
For the first three years, I ran this company without a concrete plan. All I knew is that I had a mission, I had a symbol, and I wanted to grow and reach as many women as possible. So I used every strategy at my discretion: I did influencer campaigns, Facebook ads, google ads, PR, giveaways, celebrity gifting - all of it. And I offered discount codes, and had sales. Sometimes very big ones (Black Friday, ahem). And it worked: women in 40+ countries now wear the Self Love Pinky Ring as a reminder of their commitment to themselves and as a symbol of their place in this sisterhood. But at the close of every year, I felt this nagging feeling that my marketing initiatives weren’t aligned with my core values, and my customers were increasingly depending on my discount codes and sales to shop. I didn’t love that I was dangling a sale or discount as a means for closing a sale, when this ring should be something you purchase when you’re ready, not because I’ve created some artificial urgency.
This ring should be something you purchase when you’re ready, not because I’ve created some artificial urgency.
Earlier this year, I took a six-month self care break from selling Self Love Pinky Rings so I could focus on getting to know myself again and take care of myself after running two businesses simultaneously for three years and also having my third child. During this time, I didn’t plan to come back. I gave myself a true break. And in this time away, from a distance, I finally was able to see my business and decide whether or not I wanted to continue.
Here are the big thing I realized: I love Fred and Far. I love the Self Love Pinky Ring, I love this movement, I love you. I missed creating for you, connecting with you, witnessing your commitments and celebrating them. What I didn’t miss was operating a business that wasn’t profitable because I was constantly digging into my already small margins to try to incentivize a sale. I didn’t like how it felt to face (or even think about) someone who paid full price when there was a sale the following week. I, frankly put, didn’t enjoy the selling.
So before I brought this business back to life, I became crystal clear with myself, and now with you, about what this company stands for: clarity, integrity, commitment, value, community, creativity, transparency, quality, service, and delight.
What this company stands for: clarity, integrity, commitment, value, community, creativity, transparency, quality, service, and delight.
That’s why it is now my policy not to offer discounts or sales on this website. You won’t see a promo code in a Facebook ad or in our newsletter signup. I am committed to always offering the Self Love Pinky Ring at the lowest possible price, while still honoring my own boundaries and needs as a woman and business owner. I am committed to finding ways to make the purchase easier for you, like incorporating installment payments via afterpay, a service I pay for through a percentage of each sale so you don’t have to pay for it or rely on a credit card. I am committed to providing additional value, whether that means giving a free preview of my book when you sign up for the newsletter, or creating self love and care resources and inspiration on our website and social media accounts each and every day. I am committed to sharing my journey and yours with transparency and trust so we can all learn from, heal, empower and support each other.
What is the benefit to you, this no sales or discount codes policy of mine?
What is the benefit to you, this no sales or discount codes policy of mine? The pressure to shop is gone. When you shop, you will be governed only by your own desire and readiness to make this commitment. You will know that you’re getting the best price, no googling for discount codes or giving up your personal data required. The choice, simply put, is entirely yours. You will also know that you are supporting a small business run by a woman who deeply cares about you and the global shift towards self love that we are achieving together.
The choice, simply put, is entirely yours.
You don’t need to purchase anything to access self love. But I believe having a like-minded community, and a sparkling reminder that you are whole, worthy, chosen and loved, make practicing self love easier.
If you have any questions about me, this business, how we produce the rings, why they cost what they do, or simply need someone to share your joy or sorrow with, I am only an email or DM away.
By not worrying about compelling a sale and by honoring my own needs, I have that much more space to hold for you and your needs as well.
With a grateful, joyful and loving heart-
PS: Thank you for your amazing support on Instagram when I shared these values on Instagram recently. Click here or scroll down to see the post.