BUBULEH
In December 2020, with no experience in fashion, I decided to leave my job as a Director of Marketing for a media company and launch a new clothing brand inspired by my grandparents and heritage. With a modest budget, this ethical and gender-neutral brand (where everything is made with love and just a little anxiety) made waves and ultimately brought in thousands of customers from 49 states and 11 countries. You could often find bubuleh featured in publications like Variety, Hey Alma, Queerty, Mann About Town, and many more, or being worn by some of your favorite celebrities like Sarah Silverman or even Bryce Hall.
Having not been in fashion or e-commerce before, I approached this idea with fresh eyes to create an authentic, community-oriented brand that resonated with consumers from all backgrounds. Below are some unique ways I approached the brand.
“Fast shipping, transparent process, and genuine care. Each item was clearly packed with care, and continues to be a conversation starter. Five stars from order to wear. Fantastic experience.”
- Andrea B.
“Customer service is just beyond sublime. bubuleh goes out of their way to create, promote and produce a product that is on message, great looking and support great causes. Can’t wait to shop more 🥰 ”
- Debbie F.
“I loved the owner writing a note on the receipt, and the shirt had a tiny hamsa charm! It’s attention to detail like that and caring about customers that is missing from most companies right now.”
- John H.
Unique Apparel Design
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All bubuleh pieces use organic, handmade materials and focus on evergreen styles. From unique embroidery to an adorable baby collection, to our anxie-tees and authentici-tees which you can (literally) write on, bubuleh pieces are as unique as the people who wear them. We don’t follow trends, we create them.
Bespoke Packaging
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One of my proudest elements of the brand is our bespoke packaging, designed to feel like you’re receiving an old-school package from your grandma. Utilizing scented sprays, handwritten notes, hangtag charms, printed eco-friendly mailers, custom-made linen clothing pouches, branded mailing slips, and a luxurious welcome booklet with a stitched binding, our packaging is one of the reasons we were able to turn one-time customers in long-term brand advocates.
Photography & Creative Direction
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I developed all creative direction, directly shot and edited all photos, sourced unique venues and props, hired brand-fitting models, styled clothing, and much more.
Social Content
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Through utilizing TikTok, Reels, Instagram and Facebook, I created compelling and shareable posts, both based on trends and based on our own unique ideas, that expanded our reach and converted followers into customers.
Press
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Through creating compelling pitches and a story that resonates with people from all backgrounds, bubuleh garned features in presitigious publications like Variety, Hey Alma, Mann About Town, Tablet Magazine, Queerty, LGBTQ Nation, the Jewish Journal, Jerusalem Post and more.
Celebrity & Influencer Marketing
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As a core feature of our influencer marketing strategy, I personally recorded a custom video for each VIB (Very Important Bubuleh), published it privately on YouTube, wrote a handwritten note and included a QR code to the video for folks to scan and see their custom video. Using a QR code also allowed us to track analytics and engagement. This high-touch strategy is part of how bubuleh was able to grow so quickly, and create such strong personal relationships.
Tradeshow & Event Design
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With bubuleh, I hosted popups around the country, including at indie events and even at Madison Square Garden. Through eye-catching materials, branded linens, Free TUMS (We know our customer base!), friendly customer service and more, popups and trade shows became one of our largest revenue drivers.