Expansions and Marketing
As expected, along with expansions are growth pains. The
hardest part, she admits, is having too many ideas and trying to
execute them all. “In my business, we sell online, do shows on
the weekends, sell wholesale and we just opened our first flagship
store in Los Angeles in May. Four big baskets to fill with so many
ideas in each basket, but to be honest, I can’t do everything well.
I fall short in so many of these areas that I have decided to only
focus on two at a time until we have the resources and funding
to do all four,” she says.
Rheena Mae thinks the best marketing strategy they have is to
not try to be everything to everyone. “I produce what I like and,
fortunately, it translates universally to a wide audience. I’m not
afraid to say that life sucks sometimes and I’m also not afraid to
say that I live my dream life. So when it comes to marketing, I
think being honest and showing who you really are through social
media make a big difference,” she says.
Honest conversations, especially among her clients, inspire
some of her creations. “I am a sounding board for many women.
They come to me with problems and I help them find solutions.
Lots of people call me a unicorn because they see me living a life
I love and they want a piece of that freedom. With that said, I
channel the hearts and emotions of these conversations and
create pieces that I feel can serve as an amazing reminder at to
who you really are: perfectly imperfect!”
Building Relationships
With her product appealing to emotions, Rheena Mae understands the importance of building connections, which is why she
carefully selects spas she partners with to carry her creations. “I
want MaeMae Jewelry to be carried where the collections will be
loved, cared for and merchandised beautifully by those who love
to showcase their brands well. The price-point of our jewelry
allows for it to be in spas like The Ritz-Carlton but also at momand-pop day spas. With nothing retailing over US$50, our
collection attracts buyers of all types,” she says.
Rheena Mae takes care of her clients, even going an extra mile
like a writing a personal note or giving a small token of appreciation. “Whether it’s a bag of gummy bears or a special piece I’ve
created just for them, I want my buyers to know how much I love
and appreciate all they do for our brand. We have a 90 percent reorder rate so I think we’re doing something well,” she says.
What’s her advice to spa directors looking for resource
partners like her who can help energize their retail area with
inspiring products? “Spa directors should look to partner with
retailers who care, meaning they care that you are happy. They
care that you are provided with the support for your product as
well as a merchandising that supports your sales team,” she says.
Because spas constantly want something new for their retail
areas, Rheena Mae keeps her collections fresh by launching new
collections twice a year. Her next collection will soon include
functional jewelry. “The latest trends in jewelry are simple,
delicate, layered and gold. Long gone are the days of chunky
jewelry. Meaningful jewelry is where it’s at,” she says. n
ISPA as Partner In Success
Number of Years as an ISPA Member: “We have
been ISPA members for two years now. I wanted to
be part of an organization that helps spas become
better through information, technology and with a
supporting Conference that allows us to gather.”
Working with ISPA: “Honestly, I love working with
the team at ISPA. Prior to becoming a member, in no
way did they ‘sell’ to me. When I had a question,
they answered it. I thought to myself, if that’s the
attitude and practice of the team at ISPA, I would
love to be a part of that!”
Ways ISPA Helped Your Company Grow: “By
exhibiting at the ISPA Conference & Expo, we have
managed to get into more than 80 spas in the last
year alone. It has grown my wholesale business 75
percent and I couldn’t be more thankful!”
Favorite ISPA Resource: “I love reading the articles
about new spas and treatments but the ISPA
Conference & Expo is my favorite. It gives me faceto-face time with spa directors—and that is
priceless!”
December 2016
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