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The site opened shortly after midnight, April 18, 2015. 'And the key to it all is amplifying of our customers experiences through our social media so that we’re not only selling Ivory Ella products, but the feeling and sensation that comes along with it.' 'We want the consumer to feel a warm, positive feeling every time they interact with our brand,' Duranso said. The company promoted its launch night to a group of 30,000 people over email and teased its products on Facebook through photos and giveaways, said co-founder Ryan Duranso, 23. The summer of 2015 was a whirlwind of success for Fiano and his co-founders, largely thanks to the social media expertise each person had collected. I’d do that basically every day for two months until the school year ended.” John would be awake shipping packages in my basement as I was getting dressed and running out the door to work. Work till 2:30 then immediately head to our shop to work till 2 a.m. It truly was an insane time period in my life. “Try telling your wife two college kids are coming to live in your house until further notice and you’ve only met them once. “Up until a month before launch, we had never met in person,” Fiano said. As Boho Outfitters grew and became more automated, Allen and his business partner Jacob Castaldi talked about starting their own brand with Fiano rather than continue retailing wholesale products (which was the gist of Boho Outfitters).Ĭastaldi and Allen uprooted themselves almost overnight and moved to Connecticut. Additionally, social media posts with elephants had begun to go viral this was around the same time HBO released a special about elephant treatment in the circus. Allen noticed that one of his rings featuring an elephant sold far better than anything else on Boho Outfitters’ site. At the time, Allen was running a clothing retail business called Boho Outfitters out of his parent's basement in Media, Pa. That is how he met his four other co-founders. His side hustle was building social media followings for brands. Co-founder Matt Fiano, 38, was teaching business at Montville High School in Montville, Conn. The Ivory Ella journey began in the spring of 2015. Seeing this outcry, we wanted to give the world something they would not only want to wear (something that’s cute and fashionable) but something that also stood for positive change and making the world a better place.” “People were absolutely obsessed with them whether it be how cute a baby elephant is or cruelties that come with poaching and abusive training. “We noticed an overwhelming outcry towards elephants from the general public,” Allen said.

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