Marketing Strategies Proven to Drive Results
Executive Summary
Shopify Masters episode in which the host talks with Diarrha N'Diaye, founder of Ami Cole, a beauty brand for melanin rich skin, who earlier helped grow brands such as L'Oreal and Glossier. Diarrha says she is the child of immigrant entrepreneurs, her father a street vendor in New York who later worked in wholesale and her mother the owner of a hair salon for about 35 years, and that watching them build everything shaped her hustle. She says she took a social media first approach, connecting with customers through blogs and comment sections, with a goal of building community and an ecosystem where people share notes. She says seeing her orange box in Sephora made her vision real. Shopify, which produces the show, is the sponsor named in the description. PARTIAL COVERAGE: the captions cover roughly the first 12 minutes of the 39 minute episode, so later data driven strategies are not summarized. All claims are Diarrha's own and are not independently checked. Nothing here is financial, legal or business advice.
Key Takeaways
An immigrant family of builders
Diarrha says her father came to the US in the 1980s and started vending in New York, and her mother later opened a hair salon.
A hair salon as a model
She says her mother's salon of about 35 years was about the shop, the music and the ambiance, not about her.
Hustle and building
She says she is used to hustle because her family bought the paint and chairs and built everything themselves.
Social media first
She says social media let her talk with people and connect, and she followed beauty forums and comment sections.
Community as north star
She says her north star is an ecosystem where everyone shares notes and is excited to be at the party.
Customer relationship
She says at the end of the day it is about the customer, building trust and momentum.
Seeing the box in Sephora
She says the orange box in Sephora stops people and showed that what she envisioned had materialized.
The Conversation Breakdown
An immigrant family of builders
⏱ Untimed topicDiarrha says her father came to the US in the 1980s and started vending in New York, and her mother later opened a hair salon.
A hair salon as a model
⏱ Untimed topicShe says her mother's salon of about 35 years was about the shop, the music and the ambiance, not about her.
Hustle and building
⏱ Untimed topicShe says she is used to hustle because her family bought the paint and chairs and built everything themselves.
Social media first
⏱ Untimed topicShe says social media let her talk with people and connect, and she followed beauty forums and comment sections.
Community as north star
⏱ Untimed topicShe says her north star is an ecosystem where everyone shares notes and is excited to be at the party.
Customer relationship
⏱ Untimed topicShe says at the end of the day it is about the customer, building trust and momentum.
Seeing the box in Sephora
⏱ Untimed topicShe says the orange box in Sephora stops people and showed that what she envisioned had materialized.
Core Frameworks & Ideas
Community first - Diarrha's north star
Build an ecosystem where customers share notes.
Relationship before conversion - Diarrha's view
Earn trust and momentum before selling.
Build it yourself - Diarrha's family lesson
Figure it out and pave the way, as her parents did.
Actionable Next Steps
- ✓Join a community where your customers talk and listen for a week.
- ✓Write down the experience you want people to have around your product.
- ✓Pick one way to build trust with a customer before selling.
- ✓Treat Diarrha's business story as her own, not business advice.
Notable Quotes
“I would love to be the hostess with the mostess”
“at the end of the day it's about the customer”
“when you walk into Sephora and you see that Orange Box it will stop you to at least spark your curiosity”
The One Thing to Remember
Diarrha N'Diaye says her brand grew out of an immigrant family's hustle and a community first, customer first approach built on social media.