While traffic is important, it's only through conversion that a brand can truly grow. - Vaibhav

1. About the brand 

Vembley is a  fast-growing artificial jewellery brand which was founded by two brothers Vipul Chopra and Vaibhav Chopra, in 2020, with an aim to make fashion jewellery a part of everyone’s wardrobe. With millennials and Gen Z being our main target audience and today we are a community of 85K+ fashion-enthusiasts from across the country. 

2. How to balance creating interesting things with avoiding excess inventory?

Following Instagram trends can attract new customers, but it's crucial to balance this with careful inventory management to avoid excess unsold inventory. As a business owner, I strive to create interesting products that align with current trends while being mindful of inventory. This approach has helped strike a balance between trendiness and practicality.

3. How do you manage to find customers at these low acquisition costs?

Our strong procurement network and ability to balance trends on different platforms have helped us to maintain low costs and minimise the risk of unsold inventory. As the top seller on Flipkart and a reputable presence on Amazon, Myntra, Instagram, and Facebook, we've established a unique approach that allows us to sell any products that may not work on one platform on another platform. This strategy has contributed to our continued success in the marketplace.

4. What's the benefit of targeting a broader audience through platforms like Instagram ads? 

In my experience, conversion is the key to a sustainable business. While traffic is important, it's only through conversion that a brand can truly grow. Focusing solely on traffic without considering conversion can lead to an unsustainable business model. While a business may be able to survive on the influence of money for a time, it will ultimately falter if it can't convert that traffic into actual customers. At the end of the day, every business needs to turn a profit to survive, and that's only possible through effective conversion strategies.

5. How can a business determine the key factors for success and the right audience size for their product or service?

I believe that pricing is not the only factor in selling products. It's not always about being the cheapest in the market, because we also need to make a profit. While some products may be priced cheaper on other platforms, we can still sell them if we follow the trend and price them slightly higher. We aim for sustainable pricing that allows us to make a profit without being too expensive for our customers. We can't sell products for 200 rupees because it's not sustainable for our business.

6. How do influences play a role in building that brand for you?

I believe that influencers play a significant role in marketing, but we have never tried influencer marketing due to limitations. While we do believe in the power of influencers to reach a larger audience, we prioritise conversion over reach. At a certain point, we need to shift from just awareness-targeted marketing to conversion-targeted marketing in order to achieve brand sustainability. It's important to strike a balance between branding and conversion, and ultimately, the brand that achieves this balance is the one that wins over customers.