As we are nearing the end of yet another year, we can’t help but reminisce the rollercoaster year we had. With the second wave hitting us harder than the previous year, we like any other brand struggled while trying to cope with the current times. However, now that we look back, our hearts are filled with gratitude and thankfulness and a bag full of learnings. Yes 2021 brought us new challenges but it only helped us grow is so many ways and we are all set to take on the new year. Here is a roundup of our journey in 2021..
We have always encouraged in taking small steps towards sustainability. Being a homegrown brand, we did face difficulties in filling the gaps from design, production, retail, and purchasing but this year we took the initiative and were successful in introducing our plastic free and eco-friendly packaging.
Inclusivity is the future of not just fashion but as the way we conduct life. We have always tried to identify the gap in size inclusivity and we proud ourselves in being a size inclusive brand. But this year we wanted to go take another small step and bring forth the representation of the LGBTQ+ community as well. We recognised that there is still a long way to go for us but every small step matters. The lack of customisation & personalisation in fashion is a big issue to be looked into for the LGBTQ+ community. Education is the key and we try to do our bit through our social platforms.
Despite all difficulties this year with the help of our amazing team we came out with some of our best-selling collections and the love we received on them from our online community is truly overwhelming. We are always trying to cater to the needs of our audiences and that is exactly what dominated our mood board. From fabrics to silhouettes to colours it was everything that our audience needed.
We also did our first conceptual shoot this year for our Festive Edit Meera for which we still continue to receive immense love from our online community. The collection is extremely close to us as it captures the true essence of what our brand stands for.
This year, apart from clothes and masks, we have also diversified into other categories such as jewellery (earrings, necklace, rings) and home collection (lamp, planters, vases, tableware, etc) which was a part of our conscious collaboration with brands that share the same ethos as us.
Our setbacks in terms of business were also a part of our learnings this year. Production setbacks, increase in textile prices, working from home, all of it have only made us stronger as a brand and encouraged us to march through it all. We grew our team, welcomed talented hardworking individuals into our trueBrowns family. We learnt the need of the hour, to improvise and adapt. And we saw results and how. Amidst all of it our website sales increased contributing 25-30 percent to the overall business. We connected with our audiences on a personal level. Our Instagram community also saw a massive growth this year. We like any other home-grown brands, witnessed the love and appreciation of our online community. Yes, we faced a few roadblocks but the warmth we got in return surpasses it all.
We are still in the learning stage and we make mistakes. But what keeps us going is the love we get from the small family we’ve made. We acknowledge all of it and we hope you continue to support as through this journey. We have so much planned for the upcoming year and we want to bring you on this ride with us. We have new goals to accomplish and cannot wait for everything to become a reality.