Being a college student and balancing papers, exams, presentations and extracurricular activities with your social life can be tough. Could you imagine balancing all of that with owning your own business? Erin Barfield, a senior at East Carolina University, is doing just that. She opened up her very own online boutique in the midst of her senior year. Her boutique, Truly Yours, is every collegiette’s source for trendy, affordable fashion. Since opening on October 1, Truly Yours has garnered a loyal customer base that continues to grow daily. We caught up with Erin to get the insight on starting a successful business.
How did you come up with the idea to open your own online boutique?
It was very difficult growing up in a small rural town in terms of expressing style and finding places to shop. Laurinburg has shopping limitations and I had to drive around 2 hours to find any decent shopping. Countless times I remember coming home excited about a new outfit only to find out my friend got the same one. This is why I felt the need to start Truly Yours. It gives the option of trendy and unique clothing to anyone no matter where they are from because they can shop online, from the comfort of their homes. I decided I wanted to create something that all young women could enjoy no matter where they lived and that’s when I decided upon an online shopping site. Once I decided I was really going to start Truly Yours lots of planning began. I consulted professors, did tons of research, found an office and created my website.
How do you get merchandise for Truly Yours?
I attend clothing markets four times a year to pick out the products we are going to sell. There are markets all over the country: Atlanta, Dallas, New York, Chicago, Las Vegas and Los Angeles. We carry a limited stock of each item to ensure the items you purchase from us are truly unique and special. I search for clothing and accessories at these markets that are young, fun and trendy that will stand out compared to the products found at other stores.
Truly Yours seems to have a loyal customer base. How did you build that base? How will you expand it?
Building a strong customer base means building a strong relationship with your customers. No sale is too small to be appreciated and some of the best advice I have received so far is “always remember your customer is your business.” I try to make sure every customer knows how much their business means to Truly Yours. A hand written note in their package or a shout-out via Facebook or Twitter goes a long way and really makes the customer feel special. This makes a huge difference in a one-time sale or a customer that will return forever.
What has been your most effective marketing tactic?
By far, the best marketing tactic has been through social media outlets. Through Facebook, Twitter, and Tumblr we share special deals and promotions, post pictures of new merchandise and gain connections with our customers. As an online business, this is our way of always being on our customers’ minds.
What has been your most satisfying moment since starting Truly Yours?
Every day there is something new and exciting that happens! However, the most satisfying moments are when a sale comes in from a new city or state that we haven’t ever shipped to before. This helps show how much we are growing day by day!
Do you have any plans to expand Truly Yours?
My goal is for Truly Yours to become a well-known store across the country and continue to grow each day. As of now, the plan is to continue as an online store, but who knows exactly what the future has in store! We could wind up opening a brick and mortar and doing both at some point. We are planning on adding more features to the website as we expand and increase our product assortment. I would love to carry shoes one day soon!
What is the biggest challenge you’ve faced since starting your own business?
The hardest part about setting up the store has been trying to get the word out. A brick and mortar store is one that customers can actually see. I deal with having to constantly advertise to get our name out there and on people’s minds. Right now we are gaining a lot of business through word of mouth.
Has it been difficult balancing your last year in college with running your own business?
It has definitely been challenging trying to juggle a full course load, friends, relationship, Truly Yours and sleep! My life has completely changed in the past six months, but I wouldn’t trade it for anything. I have learned how to get more done in one day, than I used to in four! When I first spread the news that I was opening Truly Yours, many doubted that I would be able to achieve this while I was still a student, but I think I have proved them wrong and could not be happier with the way things have turned out!
Who has been your greatest inspiration?
I cannot pick one person who has been my greatest inspiration. I pull inspiration from everyone and everywhere. Fashion wise, I am inspired by magazines, blogs and celebrities. I love taking what someone else has done and tweaked it to fit my style. I gain inspiration for hard work and motivation through my family and friends. What they have done pushes me to want to reach high goals and their strong support system reassures me that I can achieve anything!
Sources:
Truly Yours Look Book (photos): Truly Yours, http://shoptrulyyours.com/look-book/