DEMIBlue Natural Nails, through a strategic partnership with Marva Elaine Wellness Spa, enters Atlanta as a new market on August 9th.
The partnership marks the first time the vegan, and health conscious products have been available in a wellness spa, something Robinson hopes to leverage.
“I feel like wellness caters more to the health conscious customer,” Robinson told bizblip. “The ability to place my products in this spa is very strategic and it will give me some leverage when I pitch other wellness spas and other opportunities.”
Robinson’s products are vegan-friendly, cruelty-free, and free from 21 commonly used chemicals considered toxic.
Robinson credits her success in securing the partnership to her retail marketing strategy. She suggests that early stage founders create a lead generation strategy, determine who the retailers are and where they are located, and then send a product retail kit directly to the decision makers. She also recommends following up with the buyer, creating a proof of concept, and offering a sample or a test run.
DEMIblue Natural Nails was founded in October 2019 and is headquartered in St. Louis. With Robinson as its sole full time employee, the company has four part time employees. In addition to landing several high profile grants from Visa, the Balsa Foundation, Black Girl Ventures — and winning a bizblip Pitches Get Stitches competition — Robinson was in the 2021 cohort of the UMSL Accelerate D.E.I. accelerator, which came with $50,000.
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