By Raymond Gnesin
Senior Director of Audience Marketing
What are you most proud of since you’ve been at NEST New York?
From a KPIs perspective, it’s that in a tumultuous landscape (global pandemic, elections, natural disasters, and economic headwinds) and despite ever-evolving circumstances, we’ve navigated through and continue to deliver double-digit new customer and sales growth. It’s a testament to everyone here at NEST who contributes to and supports the DTC business—and of course, I credit my immediate team with their good instincts and perseverance in our success.
How’ve you continued to grow and bring in customers despite the landscape?
We’re constantly learning about our customers and have become savvier at leaning into pop culture moments and online conversations. A good example of this is our recent collaboration with Warner Bros. and HBO Original’s The White Lotus.
Can you talk a little more about that collaboration?
Such an exciting way to start the year! We produced a Limited-Edition 3-Wick Decorative Candle inspired by Season 3 of HBO Original’s The White Lotus. We’re all fans of The White Lotus series at NEST New York, and I think we all felt really confident about the collaboration. It was a natural fit for us, given the wellness resort storyline and our credibility in wellness fragrances. Right out of the gate, we knew we had a winner! It’s always fun to see your hypothesis validated. We SOLD OUT in just a few weeks.
It’s been an amazing new customer driver for us. As a DTC leader, it’s exciting to have another tool in your toolkit where you can say “Hey, if we want new customers, here’s something else we can explore.”
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