As Bobby Owsinski over at Forbes noted, ‘There are two kinds of product; infinite and scarce. Sarah Louise Jordan speaks to the brand’s chief executive and founder Amber Atherton to find out more about her plans for the future. Simultaneous to this brand extension and development behind the scenes, Atherton is working to create some of the best consumer-facing social media accounts in the industry. You are not. This aspect of Flash Trash’s offer includes video and blog content from Atherton and other industry experts; from fashion jewellery buyers to advertising moguls. Most recently, My Flash Trash Girl — a collection aimed at 14 to 22-year-olds — landed in Topshop’s Oxford Circus flagship store. Grasping as much information from other entrepreneurs who have had more time and experience than you is invaluable- so you can learn from their lessons and counterbalance your own self-advice with their guidance. Necessary cookies are absolutely essential for the website to function properly. You need to continue to optimise the experience.”, For Atherton, this optimisation is about more than adding new lines to the website and hoping for sales. Growing up in Hong Kong and armed with a basic understanding of Mandarin, Atherton isn’t afraid of tackling the Asian market head-on; she plans to increase revenue in the region by 20% in the next two quarters. “We have an educational element in the back-end of the site, which can be accessed by anyone who’s paid the joining fee,” she states. Atherton explains: “We’ve tried different business models, including having stock in-house and in a warehouse, but now it has become obvious that in order for us to scale up we need to operate more like Etsy — allowing the designers to have their own store.”, She continues: “We would interact like a department store, with brands having their own little shop-in-shops. 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These cookies do not store any personal information. Over half of all new businesses fail. This website uses cookies to improve your experience while you navigate through the website. We’ll ask them to put a link in their bio [the short description describing the user] to My Flash Trash, while sending them a gift card or offering them discounts.”. Making one simple change in the price structure changed the profitability and conversion of a business David was part of almost over night. Having pulled the Flash Trash brand out of many independent boutiques in a bid to channel her attention online, Atherton is now working on turning her brand into a vertically-integrated company that promotes its own in-house collections and those of young, up-and-coming designers. Amber Atherton brings together some of the worlds top designers all on one site. Greeting me at the door is 23-year-old entrepreneur Amber Atherton, founder and chief executive officer of My Flash Trash — an e-commerce website that fuses trend-led jewellery with the too-cool-for-school attitude of the 16 to 24-year-old consumer market. A heady week of non-stop panels with today’s leading tech minds discussing all things digital, I ran on adrenalin and too much starbucks sharing ideas on social media, branding and e-commerce with other startups and heads of digital from brands like Nike and Victoria’s Secret. On a day-to-day basis, Snapchat is used to interact with a select group of loyal customers, giving them an insight into the brand, sending exclusive discount codes and connecting with them in real time — an experience Instagram just cannot replicate. However, the proclivity of discount codes, vouchers and offers as a network-building tool does concern Atherton. Jewelry designer Melissa Becker shows us what inspired her to become a jewelry designer … The 16 to 24-year-old market does thrive on discounts, and often girls will talk in forums about what discounts they can get.”. With an injection of investment, a refreshed website and a legion of social media followers, My Flash Trash is gearing-up to cement a domestic audience while building its overseas fan base. Arriving at a humble industrial park in North London on a dreary morning, it’s hard to imagine that one of the UK’s most forward-thinking, socially-driven e-tailers is housed within. July 13, 2013 - 08:25 BST. As someone who’s grown up in the social media age, it’s not surprising that Atherton also has her finger on the pulse of a little-used social marketing tool that’s just starting to come into its own: Snapchat. Perhaps what makes Atherton’s My Flash Trash proposition so innovative is the way she treats it like a shop front; except HTML code and Instagram posts replace shop window and cabinet displays. Eva Chen ( Lucky Magazine’s EDC) was the only one repping fashion magazines worldwide at the festival which is at once surprising and speaks volumes about how she is going to drive the mag to be a digital leader. When it comes to acquiring overseas customers, Atherton believes some sort of physical marketing presence is essential for a full “360 degree impact”. COMMENTARY – Indian gold jewellery retail will face new challenges post... INTERVIEW & WEBINAR Natural pearls vs cultured pearls – INTERVIEW –... IJL announces Leading Lights Awards shortlist, WEBINAR: Leadership in Transformative Times with Tanishq CEO Ajoy Chawla. Shop online for your statement jew… Video Rating: 5 / 5. How this social media-savvy business is striding forward globally. From Left Selfridges & Co Katie Rowland, Amber Atherton, LondonLovesLA’s Ella, Poplin PJ’s digital lead Abbey & Ally Horn, Theme by Blogmilk   Coded by Brandi Bernoskie, ⏰It's time to centralize your brand community⏰ Having started selling jewellery online at MYFLASHTRASH.COM at the age of 16, I’ve been on that cliched roller coaster ride for the past 6 years and it’s always encouraging to meet up with other founders. Wu Tang Clan announced recently that they’d only be pressing one copy of their up coming album ‘The Wu – Once Upon A Time In Shaolin‘. You have entered an incorrect email address! These small adaptations will hopefully reduce conversion time.”, She adds: “When we come in to the office in the morning we change the merchandising structure so we have different product from morning to lunch time. After a successful Moshi Monsters tie-in in 2011, she’s teamed with Pixie Geldof to retail her Funky Offish jewellery collection. ✔️Gain insights Keep your head up and remember ‘Rome wasn’t built in a day’. She explains: “To develop our Korean customer base we will combine an in-store presence at a concept or department store, including a launch party, with the attention of social media influencers to ensure we have the greatest impact.”, Atherton continues: “To make it in China a lot of retailers don’t realise you have to make it in Korea first. All with Zyper. This interview was taken from the September issue of Professional Jeweller magazine. As well as her TV career, Amber is also the founder of cult online jewellery brand, www.myflashtrash.com. You also have the option to opt-out of these cookies. Chinese teen culture follows Korean culture, especially in music, fashion and beauty.”. Topshop is one of the very few that we are excited to work with as our target customer goes through its doors every day. “Instagram is a major driver for us, not just in terms of sales but also for brand awareness,” she says. www.myflashtrash.comwww.alexanderdavisjewellery.com. The Beckers are the envy of many because of their beauty and talent. Everyone talking about an SF exodus, but there’s also a bunch of folks now returning. Save my name, email, and website in this browser for the next time I comment. “We have tutorials on how jewellery designers can improve their PR, or how to get the most out of social media markets.”. She concludes: “My Flash Trash is inspirational, aspirational, playful and fun, and my ideal situation would be for us to be a global jewellery and accessories brand and an e-commerce powerhouse.” With her legion of social media fans, this dream may well become a reality in the not-too-distant future. As well as modelling, readers may also recognise Amber from her stint on reality television programme Made In Chelsea. From September, Atherton will collaborate with a highly-successful nail art business and an emerging London Fashion Week designer, furthering My Flash Trash’s image as a quirky-cool e-tailer. Read Professional Jeweller's October issue online, Lack of customers biggest threat to 49% at UKJC, Alyssa Smith recognised as an inspirational female entrepreneur, FEATURE: How to shine in multi-branded retail arenas, WEB EXCLUSIVE: My Flash Trash to take on Accessorize with product expansion plans, My Flash Trash to take on Etsy with Mall platform. Gold Rings Stacked up Everyday! GUEST COLUMN – My personal journey to break into the gem... GFG Jewellery introduces Alpha Charm collection. Amber's father is a pilot for Cathay Pacific and she was born in Hong Kong, where her family were based. The Outside View: COVID-19 Has Made Virtual Communities Crucial Amber Atherton on how digital communities are becoming a key part of the brand playbook. Analyse global markets where can you really set up for the most viable shot at traction? Author: Tyler McCall Updated: Apr 15, 2014 Original: Mar 14, 2014. Having a start up is like having a baby, you can’t really have days off, and you probably won’t want to either ,but you can have moments off and not feel guilty about that. Learn more at [zyper.com] #communitymarketing #brandfans #fans pic.twitter.com/LZtPZqUaEB, Back to the bay. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are as essential for the working of basic functionalities of the website. #XB1rollout Charlie’s Angels were honored to be there. We love seeing brands like @Sephora engage with their fans and form genuine connections with Zyper. Typical infinite products are music or videos in a digital form, which cost nothing to reproduce.