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February: Spoon Letter

February: Spoon Letter

Hi all,

It’s me, Jill. So much is happening on this journey of building Lepelclub, and I’d love to share more about it. So please welcome to my monthly thoughts!

In January, we travelled to Paris for an entire week to participate at Maison Objet for the first time. This has been a dream of mine from the very beginning. I have to admit I was a bit nervous, for us as a small brand it was a big investment, and the big question was whether we would see a return.

To keep costs down, we did everything ourselves. We rented the biggest bus available and drove all the way to Paris with a lot of rented materials. (Note to self: a bus that big is nearly impossible to park around Paris, although I definitely improved my parking skills.) 

The stand turned out even better than we expected, and we met so many inspiring people. Since we usually work behind our laptops, it was a real pleasure to meet the people in person we normally only email with. We connected with a lot of existing and new retail partners, and there was strong interest from Korea. Was the investment worth it? I’m happy to say it absolutely was.

One of our key goals for this year is to keep our stock levels in tip-top shape. Last year we had to say no from time to time, which we want to avoid. I’m happy to share that our stock levels are currently looking strong and we have a strong focus on maintaining them.

In February, we saw a strong increase in traffic. We launched a limited Valentine’s Collection, which performed above expectations. We’ve also been testing with GWP, and it’s proving to be a strong conversion driver for the brand. Our AOV doubled, and the conversation rate increased by 67%. 

On a personal note, I’ve just returned from a two-week trip to Sri Lanka. The first time in my Lepelclub history that I’ve been away for such a long period. The time away gave me energy and new ideas for the brand. I also believe it’s healthy for the team when I’m not on top of everything all the time, it gives everyone space and ownership.

What’s next for Lepelclub? We are receiving many requests to personalize our items. At this stage, this isn’t possible due to logistical complexity. However, we are exploring alternative ways to make this happen… If you’re reading along, I’d love to hear your thoughts. We’re keen to explore this with our audience. 

I could keep talking (Lepelclub is my favorite topic, after all), but I’ll leave it here for now. Questions or want to chat? Talk s(p)oon! xx