How Olivela is Turning Luxurious Trend right into a Pressure for Good

A designer purse most likely isn’t the very first thing that involves thoughts as a automobile for making the world a greater place, however Stacey Boyd, Founder and CEO of the posh ecommerce website Olivelais out to show that’s precisely what it may be.

The location sells the identical luxurious items you’ll discover on NET-A-PORTER or farfetchon the identical costs, besides on Olivela 20% of the online proceeds goes to one of many website’s greater than 25 trigger companions. These trigger companions are key to Olivela’s mannequin, not simply because they provide buyers a means to be ok with their buy, but in addition as a result of the halo impact of “free” cause-related publicity helps the entire thing work financially.

Boyd’s path to founding Olivela — which simply celebrated its fifth anniversary in September 2022 — has been a winding one. After graduating from Harvard with each an MBA and a Grasp’s in public coverage, she based a sequence of companies throughout training, data methods and on-line resale. “My via line has all the time been utilizing the ability of the markets, the ability of capitalism, the ability of scale, to nudge the world little,” she stated in an interview with Retail TouchPoints.

That’s precisely what she’s attempting to do now with Olivela, which has captured the help of celebrities reminiscent of Jennifer Aniston, Mindy Kaling, Jessica Alba and Selena Gomez in addition to manufacturers together with Valentino, See me, The Vampire’s Spouse and Spinelli Kilcollin.

Right here’s how Boyd is leveraging the dynamics of luxurious retail to “nudge the world”…and making the hassle financially viable.

‘Turning Procuring right into a Pressure for Good’

Olivela Founder and CEO Stacey Boyd (heart) with among the beneficiaries of the Malala Fund.

Olivela’s origin story traces again to Dadaab, Kenya. In 2016, Boyd was attending an occasion with Nobel laureate and activist Malala to help the Malala Fund, which advocates for ladies’ training, when she had an epiphany. “I reached into my bag to take out my telephone to take an image of Malala and this unbelievable group of younger ladies, and I noticed two issues,” recalled Boyd. “One is that expertise is equally distributed, however alternative isn’t. And second, and extra importantly for what Olivela is at this time, was that a fraction of the price of my bag may ship a type of ladies to highschool for a 12 months.”

On the time Boyd was working her earlier startup Schoolawhich let dad and mom ship in and resell gently used clothes to lift cash for his or her kids’s faculty. “We had scaled from 5 faculties to 35,000 and had been processing 10,000 items a day,” stated Boyd. “And I believed, gosh, if I can course of 10,000 $5 to $10 objects, think about the nice that I may do if I may course of 10,000 $500 to $5,000 objects — and Olivela was born.”

The location now boasts tens of hundreds of SKUs from greater than 400 luxurious manufacturers, and simply accomplished a “soup to nuts” website redesign and re-platforming on Shopify Plus to higher drive house the model’s trigger story.

Olivela cart detail page.
All through the buying journey, the charitable affect of every buy is clearly introduced, from product element pages to the cart.

The charity part of the positioning could be very easy — 20% of the online proceeds of each sale go to one in all Olivela’s trigger companions. That donation is named out at each step of the gross sales course of, from the product element web page via to checkout, with a direct calculation of how a lot cash will probably be given to charity. By default these donations will go to whichever charity Olivela is championing in the mean time, however clients can change that to have their donation go to any of the charities Olivela works with throughout checkout.

“We thought it was actually necessary for everybody to have that company,” defined Boyd. “The underlying notion behind Olivela is turning on a regular basis actions like buying right into a drive for goodand I feel the extra we can provide individuals the power to decide on the place they need their good work to go, the extra scalable it will likely be.”

Donations that Don’t Price Prospects a Dime

Olive has three core charity pillars: gender equality, local weather motion and well being and wellnesswhich Boyd stated has centered totally on meals insecurity over the previous couple of years.

The numbers are staggering. Final fall, Olivela crossed the $1 million mark in help for Ukrainian refugees via Save the Youngsters. Throughout the pandemic, the positioning raised sufficient cash to feed 350,000 kids via a partnership with No Child Hungry and Save the Youngsters, and different donations have offered practically 1 million days of education to kids all over the world.

“Whether or not it’s our COVID response within the U.S. or our present work supporting refugee kids in Ukraine and all over the world, Olivela’s help is making a significant affect within the lives of the kids and households with whom we work,” stated Janti Soeripto, President and CEO of Save the Youngsters in feedback shared with Retail TouchPoints.

All of this comes at no expense to the shoppers who store Olivela or the manufacturers bought on the positioning — merchandise price precisely the identical as they’d anyplace else. Which does increase the query: how can the corporate afford to be so beneficiant?

Jennifer Aniston’s posts about Olivela drove help for St. Jude Youngsters’s Analysis Hospital.

The lengthy and wanting it’s that the free advertising and marketing that Olivela’s trigger companions (and the celebrities that help these charities) give the platform drastically decreases the model’s advertising and marketing and buyer acquisition prices. “We’ve raised half 1,000,000 {dollars} for St. Jude’s, for instance, they usually’ve had Jennifer Aniston submit a few occasions for us,” defined Boyd. “So that finally ends up decreasing our general advertising and marketing prices, which permits us to do extra on the charitable contribution facet.”

“You should buy the identical bag in a number of completely different locations, however in case you purchase it on Olivela you ship a lady to highschool otherwise you plant timber otherwise you feed children that in any other case may not have entry to meals — that’s a reasonably compelling promoting level,” stated Boyd. “Particularly on this planet that we’re residing in proper now, individuals are on the lookout for methods to make the world a greater place, so giving them a straightforward means to try this is highly effective.”

This overarching messaging is furthered by unique collaborations that assist drive consciousness of the Olivela platform. For instance, a brand new marketing campaign with clothier LaQuan Smith will function two dozen unique items, dropping over the course of 5 months, that buyers received’t be capable of discover anyplace else.

“The manufacturers have been a very massive a part of what we’re doing,” stated Boyd. “I feel they’re actually excited to search out methods to nudge the world slightly bit too.”

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