online confessions
BEHIND-THE-SCENES AT OUR FAVORITE ONLINE DESTINATIONS.
MEET best friends Ruta Labrence and Anda Auksmukste, FOUNDERS OF YOUR NEW
FAVORITE E-COMMERCE STORE Lab No.25.
What was the inspiration behind LabNo25.com? We
both come from a fashion background and have always
wanted to create something new for the industry. When the
opportunity opened to create a carefully curated contentdriven platform, we capitalized on it. We wanted for fashionforward up-and-comers to have a destination to shop for
premium emerging and established brands in an atmosphere
comparable to high-end luxury retailers.
What does an average day look like for you? The
answer is probably true for most entrepreneurs… Every day
looks different! We always start by answering emails and
planning the day ahead. Usually afternoons are for meetings.
Our daily tasks vary, but we’re constantly working on our
website’s development; updating the site, uploading new
products, and creating new content.
How do you decide what to stock? Whenever we select
new designers, we make sure there is a great product and
brand that will add value to the customer. We also look for
a great story behind the brand that helps bring the brand
to life. Before buying a garment, we do trend research and
think of what trends our customers would like and actually
wear. We want to make sure that the garment would actually
fit into the life of our customer, and the practicality, quality
and durability are important elements we consider.
Do you ever want to run away with the merchandise?
We absolutely want to run away with the garments! We
do the purchasing ourselves, and our personal touch is
incorporated. We select garments that we would wear, and
the buying is a strategic process. Many times we see pieces
that we fall in love with, and decide to add to the selection,
even if they weren’t part of the original plan.
What exciting developments do you have planned
for the future? In the future, we want to work on more
exclusive collaborations with designers to create capsule
collections only available on our site. We already have a
collaboration in the works that we’re excited to bring to
LabNo25.com.
HEAVEN HAS HEELS summer 2016 | @HHHEELS