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My entrepreneurial journey is a collaborative adventure that I share with my brother. He is an early investor in cryptocurrencies, and in 2017, he invited me to join him in setting up and managing his cryptocurrency investment fund, Cryptica Capital. In 2020, we decided to hard close our fund to explore new markets.
We stumbled into the dog market by accident while looking for a gift for a friend. As design fanatics, we instantly noticed the disconnect of style between humans and dogs. Although back then we didn’t have, nor had ever owned a dog, we understood the unique bond humans have with their dogs and the need to emphasize this in every way possible.
MEOMARI is driven by the aspiration to offer lifestyle products that harmonize with our style, which is infused with our adoration for art, minimalist timeless design, and an admiration of the unique bonds we have with our dogs.
Entering the dog market – which was new for us – required us to start with a thorough market research to understand the pet accessory sector and identify gaps. We commissioned a consultancy firm for comprehensive market analysis but also conducted our own research. We divided our research into macro data from online sources and microdata gathered through conversations with dog owners and retailers. We inquired about the best-performing products, the market gaps, and the feedback retailers received from their customers.
With this data in hand, we focused on creating innovative designs and craftsmanship that meet the standards of the ultra-luxury market. From the outset, we aimed to revolutionize the market, making product development our top priority. Since the best suppliers are the hardest to be found, we hired a Product Development Manager previously responsible for product development and tailoring for the haute couture clients at Dolce & Gabbana and Valentino. Her network and work experience have been invaluable.
We also understood the importance of delivering a holistic ultra-luxury experience. To achieve this, we implemented a high-touch approach to customer interactions, covering everything from pre-purchase consultations to after-sales support. To set up comprehensive guidelines for customer service, we brought in a Customer Service Experience Manager who previously held the role of sales & product specialist at Hermes.
Finally, we developed a distinctive thematic lifestyle brand, strategically marketed to our target audience. MEOMARI’s unique value proposition carved out a niche in the ultra-luxury dog segment, setting us apart from competitors.
We primarily built our customer base through targeted social media campaigns, which proved to be the most effective strategy. While we experimented with niche events, PR, luxury lifestyle publications, and influencer partnerships, these methods did not deliver the same level of success as our social media campaigns.
With product development being our top priority, I was notified by my brother to always have a backup plan ready in case we would experience any kind of challenges. I made a calculated decision to ‘limit’ the backup plan to a list of backup suppliers and ateliers including MOQs, timelines, prices, quality standards, etc. but to not sample any products with them until we were facing challenges with current suppliers. This turned out to be a mistake. Trying to save time and expenses back then ended up wasting much more time and expenses now. Fall of 2023 MEOMARI experienced a huge product development challenge that we have been working on overcoming to this day.
When a brand’s core priority is compromised, it can lead to a complete paralysis of the company. This is a mistake that I am still confronted with every day.
I’ve learned the hard way that a backup plan is not truly complete until every aspect has been thoroughly tested and proven effective.
I never doubted our business idea, nor did I doubt myself or my brother. I believe that no matter what happens when you start a business, you always come out ahead. You will undoubtedly learn, grow, and make valuable connections along the way. With this mindset, I simply couldn’t entertain thoughts of doubt or failure because, to me, there is no such thing as failure, only opportunities for growth.
Our biggest achievements are twofold. On one end it was a huge compliment to see our products on international literati and glitterati that have picked up on our brand and become (recurring) customers.
And on the other end, it’s that we have built a company that represents a way of life and upholds a vision embraced by everyone involved. Although not all our initial team members remain with us, we adhere to the belief that ‘’once a MARI always a MARI.’’ This philosophy means that former employees remain to be a part of our family and continue to share our vision.
I feel extremely blessed to have been able to build a company with talented, creative, and dedicated people who have shared our vision from day one.
There are many aspects to consider when starting a business, and a lot of advice is applicable. However, I’ll focus on one key principle that extends beyond business and into your personal life: the best way to predict the future is to create it.
I quote Kathy Freston: ‘’A beautiful life is not stumbled upon, it is built. It is chosen and nurtured over the years. A beautiful life is not one that is immediately comfortable, but one grown through the acknowledgment of what is worth being uncomfortable for.’’
My ambition has always been to build a community around dogs. The silver lining of the current operational slowdown of MEOMARI has created an opportunity for me to focus on this goal.
I am excited to introduce a new venture called MEO MATE, the all-in-one app for all things dog. Although this will be a separate business, it will have a notable alignment and interaction with MEOMARI.
The MEO MATE ecosystem will celebrate the joy of dogs, foster a community of dog lovers, and drive positive social and economic impact.
FEM-START is ready to support you on your entrepreneurial journey. We provide educational courses on funding, pitching, and finding investors, nurture a growing community of female entrepreneurs, and organize events all year long.
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