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Fortuna founder and owner Erika Yao launched her jewelry business with a mission in mind: to give back to the community. By incorporating her charitable donations directly into her business model, she’s been able to infuse each piece of handmade jewelry with the spirit of giving back. Squarespace spoke to Erika about her mission, her jewelry, and how she’s been able to optimize her online store.
SQUARESPACE: Fortuna’s mission is to give back to the community through handmade, high quality jewelry. Why was founding a company with a charitable component important to you?
Erika Yao: Although they have always been present, the many social issues that arose this past year inspired us to practice real activism rather than performative activism. By donating to non-profits and individuals in need, we hope Fortuna is able to amplify the voices of black, Indigenous, Latinx, and Asian communities while also directly giving back to them.
SQSP: Your ecommerce store uses Customer Notifications to keep shoppers up-to-date on their purchases. How has automating these notifications helped your business?
EY: Automatic customer notifications have provided Fortuna with an easy and professional way to communicate with customers. All we need to do is ship the product to the customer—Squarespace has the rest covered.
SQSP: As an online business, what tools do you use to build brand awareness and community online?
EY: As an online business, social media has been the most effective tool in promoting the business. Social media has allowed us to not only advertise our products but also to build an online community where other makers can help and promote each other.
SQSP: With the holiday season approaching, how have you prepared your online store for gift-seeking shoppers?
EY: With the holidays approaching, we made sure to increase inventory and drop our new holiday collection -- The Joya Collection. We will also be offering discounts through Squarespace as an incentive to increase sales.
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