During my time at Primary Eyecare, the owner wanted to expand into the growing world…
A two-pronged marketing project, Elements Beauty Shop was opened in late 2011 as both a locally-based retail storefront and an online eCommerce venture. The business plan included developing a boutique for high-end and and natural beauty and bath supplies. Brands were sought that were difficult to find in large chain retail establishments and niche products were encouraged. Higher profit margins within the market allowed for the ability to also operate a small store in the heart of Richmond’s Carytown.
Throughout 2011, my team worked from the beginning to create the brand Elements. Starting without even a name, we designed a logo and brand imagery that spoke to our targeted customer with its elegance and simplicity. Carrying that style throughout the project, we also worked to build out an empty retail facility with budget-friendly yet elegant fixtures and design elements.
The web and retail stores were opened simultaneously in November 2011 and remain open today with a much expanded product catalog. Post-launch, I worked on both local and country-wide marketing strategies for each branch of the business, including Adwords, Google Shopping, local print advertising, and marketing partnership opportunities.