Daks : I was interested in your marketing and brand strategy. How do you get your designs out there, how do you cut through the competition? Cole : When I first started, we talked to Abby Lee Miller from Dance Moms. She’s a close friend of my husband and me, and she said, “You need to get some names wearing it to get your name out there.” I had Jack Higgins who had been on Britain’s Got Talent, also some girls who had been on the UK Version of Dance Moms, which really helped to get my brand out there. I went to every convention possible, every dance event, for the first 18 months. I was exhausted! Every weekend I was at a different event. Since then, it’s just naturally grown. We have a decent following on Instagram, about 30K. Then there’s Facebook. It’s pretty much social media now, getting people to wear it, and getting it out there. Daks : Social media has changed the whole horizon of how things are marketed now.
Cole : The social media does so well. I started doing these monthly leotards. During Lockdown, you couldn’t get people together to do shoots. So I thought once a month I will launch something new, just to keep people going. Then in September, all of the leotards I had sold out in 54 minutes. Daks : Wow! Cole : Everyone put the leotards on their Instagram and all of a sudden everything sold. Daks : So let’s talk about your brand ambassadors. Is that a competition? Cole : Yes. Every year at midnight on New Year’s Eve we launch our ambassador search and that is the chance for someone to join the team. Then throughout that year, the winners come to conventions with us, they model the new collections, and we build it really like a family. We have a lot of fun together. Every year we get a new team. Jessie was with us last year and that was the best team we’ve ever had. We had seven girls and one of them
And I thought, why am I paying for my child to feel rubbish? I pay the same price as the moms of the good kids, but my kid’s not dancing for half of it. So, I set up an event with a couple of guest teachers and it was all about nobody being better than anyone else. You’re as welcome as the kid that’s amazing and wins everything. No one gets chosen, there no elite groups, everyone dances together, and we switch it around so everyone gets an opportunity to dance at the front. It’s been really successful and a lot of the moms message me: “My kid loved it. She actually feels like she can dance!” We’ve done five or six of them now. We do it in age ability. We have a pop-up shop and usually launch a new collection at the same time and also do photos with all the kids. I really want to continue that once all this awful Covid stuff is over. I want kids to get out there and just have fun!
was my daughter. From the first second, they all just bonded and were more like sisters. We even went on a shoot to Majorca. Daks : Yes, Jessie told me—she was very excited about that! So my final question. What are your goals for the future? Cole : I want to try and keep ahead of the trends. I brought out a neon collection last year and three other brands have just launched a neon collection. I feel good that we had already done that. I was first. I also do events as well. My daughter had been going to some dance events and I noticed that she always stayed at the back and I asked her why and she said, “because all the good ones go to the front and they push you out of the way, and it makes me feel rubbish.”
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