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Sisters in Business run E-commerce site Sandinmytoes
With the summer in mind, we thought to highlight one of the dedicated bikini websites, this one called SANDINMYTOES, set up by sisters in business Louise (29) and Sarah Meakes (32). The two year old venture, an online designer beachwear boutique and a service that they offer called ‘Stylist Sessions’ was based on their own experience of buying swimwear: no time, no space in the changing rooms, and the question…does my bum really look big in this?
As they weren’t happy with existing cluttered and hard to use websites, they decided to set up one themselves: a beachwear site which featured the latest top-end beachwear, with a range of designer brands and accessories, all in one place. As the founders were often asked for clothing advice by their friends, they saw this as a key element to the future of their business.
Their USP for the website: They offer a personal and efficient retail experience with fast delivery to a the target market of cash-rich and time-poor consumers.
The website gives users style advice so they can pick designer swimwear from 12 international designers based on their true shape, style, size and colour. As to the shape, the website offers rather graffic illustrations of the different available apple, pear and other shapes. Currently, they also offer a personal albeit non scaleable service: Stylist Sessions where they visit their customers’ own homes with a collection of beachwear tailored to a personal brief.
Sisters in Business
All business decisions are made together, but Sarah Meakes, a right brainer with topmarks in English and a BSc in Social Psychology, is the creative force behind the brand who came up with the vision and design concept for the website, as well as the name. She is responsible for the products and the customer service, which means she still replies to all customers personally in order to build trusted relationships. Louise Meakes, a left brainer with top marks in Math, followed by a Law degree and a diploma in marketing, is strongly business orientated and developed the business, financial, sales and marketing plans for the business and she is the driving force behind its operation, development and progress.
The sisters share a house, which makes them being 24/7 together: On her relationship with Sarah, Louise says: “Sisters always argue, but I’m sure most business partners do, the difference is we’re never going to fall out completely – our parents would have something to say about that!
On their blog their relationship as sisters in business is a constant topic. It will be interesting to see how these partners in business will do in the coming years, also considering competition from big websites as Figleaves, headed by Julia Reynolds and other niche bikini sites such as Habinki of Chloe Holding around.
A children line has just launched, while swimwear for men, as well a their own label are on their wish list.
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One Response to “Sisters in Business run E-commerce site Sandinmytoes”
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I thinks is fantastic to see more women (and sisters) involved in their own online business. Its so much fun to watch the site grow and develop a different bond with your sister while going through it all. Women seem to make more of the purchases online these days and the connection made with each customer is something I think just comes to some women naturally. Fantastic to see the success stories, thanks!