About the Company

New Era of Style is an online boutique based in Smyrna, GA, targeting career-driven men and women. Its mission is to provide versatile and stylish clothing and accessories suited for professional and casual settings. The company emphasizes exclusivity by offering limited inventory, ensuring customers receive unique, high-quality products. Their tagline, "Fashion On Purpose," reflects a commitment to philanthropy, regularly engaging in community service projects such as bookbag and prom dress drives.

The boutique also focuses on connecting with its audience through social responsibility and education. It aims to inspire others to pursue their goals, emphasizing empowerment and a lifestyle tailored to modern working professionals.

Idea Behind Company

The idea for New Era of Style was born out of Savitra’s passion for fashion, desire to help others, and interest in creating a flexible business model accessible to working professionals. She spent two years preparing for the venture by researching the retail industry, interviewing boutique owners, and developing a business plan during her MBA program.

Savitra envisioned a boutique that could meet the dynamic needs of professionals transitioning between various daily activities, such as work meetings, airport travel, and family responsibilities. The mantra "Fashion On Purpose" stems from her belief in combining fashion with community impact. Her boutique actively engages in philanthropic initiatives, aligning its brand with social responsibility.

Creating the Company

Savitra launched New Era of Style while pursuing her MBA and working full-time. With a startup cost of around $4,000, she bootstrapped her business, allocating funds toward licenses, a website, marketing, and inventory. Her background in graphic communications helped her design the website and marketing materials. Initially, she sold jewelry due to budget constraints, later expanding into clothing after extensive research into reliable wholesalers.

Managing an online boutique presented numerous challenges, including sourcing quality inventory, pricing, handling shipping logistics, and building customer relationships. Savitra uses alarms and a structured calendar to keep track of the many operational tasks involved in running her business.

Launching the Business

Since its launch, New Era of Style has focused on building customer relationships, leveraging social media marketing, and maintaining excellent customer service. Facebook ads have proven most effective for driving sales, while word-of-mouth and direct web traffic also play a significant role. New customers are drawn in through promotional discounts, while returning customers stay loyal due to the boutique’s high-quality, unique products.

Pre-pandemic, Savitra participated in pop-up shops in Atlanta, which were highly successful in increasing brand awareness and generating sales. She has since adapted her strategies to focus more on e-commerce, learning to connect with her audience online by aligning products with their needs and lifestyles.

Earnings

As of February 2021, New Era of Style has achieved steady growth in sales, revenue, and customer base. Savitra reports never having a month without sales, a significant milestone for the business. While the boutique has reached break-even, its long-term goal is to achieve six-figure revenue.

The inventory has expanded to include practical items such as grooming products, stationery, and travel accessories, with plans to introduce loungewear and extended sizes in the future. Savitra's short-term goals include increasing cash flow and returning customers, while her long-term vision includes hosting events, providing scholarships, and giving back to the community.