Arielle Charnas is the founder and creative director of the Something Navy brand and store. Her personal Instagram account now has 1.3 million followers. She opened her brick-and-mortar store, Something Navy, in New York City in July. The Something Navy brand is expected to triple in size by 2021. Sales have totaled more than $12.5 million since the brand’s introduction in July.
They have established a “VIP” client community for individuals who sign up for new products on the site before they go live. She says being in the spotlight has been a “dream come true” for her. Arielle Charnas says she’s always wanted to teach others about her passion for fashion, and now she gets to do it as a career.
- Arielle Charnas, an influencer and fashion blogger who is the founder and creative director of the Something Navy brand and store, faced those challenges hard when she opened her brick and mortar store in July, along with the ‘Something Navy’ brand.
- Since the brand’s introduction in July, sales have totaled more than $12.5 million, and Something Navy is expected to triple in size by 2021.
- Charnas also says she is giving her daily posts “a lot more consideration.”
- While being in the spotlight hasn’t always been easy, her job has been somewhat of a dream come true.
- She’s always wanted to teach others about her passion for fashion and styling.
- Arielle Charnas Instagram – “CLICK HERE”
- Instagram Something Navy – “CLICK HERE”
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Creating a brand is a difficult task. But it’s even more difficult when you’re dealing with a worldwide pandemic and you’re already in the public eye.
Arielle Charnas, an influencer and fashion blogger who is the founder and creative director of the Something Navy brand and store, faced those challenges hard when she opened her brick and mortar store in July, along with the Something Navy brand.
It all started in 2009, when Charnas established Something Navy, a blog, as a hobby while going through a breakup. It eventually turned into a full-time job. Her personal Instagram account now has 1.3 million followers, with the Something Navy Instagram account gaining an extra 293,000 followers..
“I fell in love with putting outfits together, documenting, styling, and chatting about fashion and style with individuals from all over the world,” Charnas adds.
She was able to quit her day job and pursue her passion full-time after three years.
“I began with partnerships, which prompted me to expand my team, then collaborations, and finally the launch of a Something Navy clothing line within Nordstrom,” she explains.
Something Navy has its roots in the blogosphere, where Charnas gained a following that pushed her to grow Something Navy into the fashion, lifestyle, and media brand it is today.
“In 2019, I felt it was time to take the plunge and bring Something Navy in-house and launch it on my own,” Charnas recalls, adding that she had always dreamed of owning a business. “When the opportunity to create designs that highlight style and the ‘Something Navy Girl’ arose, I knew I had to seize it.”
According to Charnas, the “Something Navy Girl” stresses both aesthetics and usefulness as pillars of her wardrobe. “She wants to wear fun, modern apparel that isn’t frightening or exclusive,” she continues, adding that this type of girl makes up the majority of the brand’s customers.
While developing Something Navy, she and her team incorporated user comments. “Something Navy is my look and style,” Charnas explains, “but I’m designing stuff for the Something Navy community.
Something Navy is all about honouring personal style with “traditional and exquisite pieces” that will boost the wearer’s confidence in their daily life.
Launching a brand during a pandemic brought hurdles, according to Charnas, but she was able to overcome them with the aid of her team, and the brand launched in July.
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Her team made the “tough decision” to postpone the brand’s launch, which had been set for March, at the start of the pandemic.
While Charnas and her colleagues were eager to take the next step, they finally decided that it was more necessary to launch properly in order to provide a successful and safe experience.
“As a brand, we took a step back to reflect on what was going on in the world-between the COVID-19 pandemic and the Black Lives Matter movement-to ensure that we were not only keeping our team members and community healthy and safe, but that we were also taking action and prioritising diversity and inclusion,” says Charnas.
They made the proper decision by deferring.
Since the brand’s introduction in July, sales have totaled more than $12.5 million, and Something Navy is expected to triple in size by 2021.
“In 2020, the total business will surge over 300 percent,” says Charnas.
Different social marketing strategies, such as their “See Now, Shop Now” tactic, which led 34,000 shoppers to the brand’s site in the first hour after its introduction, are one of the elements contributing to the company’s growth.
They have established a “VIP” client community for individuals who sign up for new products on the site 20 minutes before they go live, as well as other promos.
“The online community of Something Navy has been incredible,” says Charnas. “It’s been fantastic to genuinely learn from everyone, take in advice, create collections with that input in mind, and make clothing that we know the audience actually wants after 11 years of forming relationships with followers and fostering this community,” says the designer.
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Outside of the brand’s launch in 2020, Charnas had further pandemic-related obstacles, such as public criticism she received as a result of her activities during the pandemic’s inception.
“It was difficult to absorb the criticism online during the start of the pandemic,” Charnas says, adding that she took time away from social media to reflect on herself and her actions.
She claims, “It was never my desire to injure or insult anyone.”
“I was quite forthright about everything that transpired during my COVID-19 experience, as well as my responses and reactions to it.”
“One thing I’ve come to terms with during this journey is that I’m only human,” Charnas continues. “I’ve learned a lot of lessons (in 2020), but I know that as an influencer with a broad platform, I’m held to greater standards and want to be a role model for my community.”
She’s started using her position more to speak out “about critical topics,” such as small business promotion, as a result of what she’s learnt.
Charnas also says she is giving her daily posts “a lot more consideration.”
While being in the spotlight hasn’t always been easy, her job has been somewhat of a dream come true. She’s always wanted to teach others about her passion for fashion and styling.
Charnas says, “It’s a dream come true that I get to do it as a career.”