If one were to find a $7,000 Dior bag selling for $1,700, one might be suspicious. That's why, for mother-daughter duo Dianne and Gabrielle Melillo, delivery business it's not just about good merchandise. It's about trust.
“We work in an area where our items are pre-owned,” says Gabrielle. “Our customers have to trust us and our level of transparency. We treat them as we would our friends. We would never steer them in the wrong direction on these items.”
Melillos are franchisees with Season 2 shippinga brand that sells used goods in person and online. They opened their first territory in 2023 in central New Jersey (a territory is their designated cargo insurance region) and this year, after being named one of the International Franchise Association's franchisees of the year, they opened a second territory north of New Jersey. — making them the first of Season 2 multi-unit owners. Here, they share what they've learned building a faith-based business.
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Dianne, why did you decide to open a Season 2 Consign franchise?
I spent many years working as the North American National Sales Director for top European fashion designer Giambattista Valli. I am 58 years old and my husband owns auto shops. He made me think that I wanted to have my own business. I used to sell and buy my own luxury items on the secondary market. When Season 2 Consign announced on Instagram that they would be starting the franchise, I jumped on it.
Gabrielle, why did you decide to partner 50-50 with mom?
I worked for several different companies, from fashion to lip balms. I knew about e-commerce because I ran company websites. I'm 31 and quit my job to do this. I also wanted to open my own business.
What were your biggest challenges?
Diana: The technical part was a big learning curve. We use software for everything: uploading things to the website, how we do things with our senders. Gabrielle really knew that aspect, but I knew where we could win, how the items should be priced, what the amazing luxury items would be if we could get them.
Gabriele: I had to learn all the names of leather, types of bags, more about the luxury aspect of it and all the history behind luxury items and luxury brands. We have a very smart customer base.
Related: 5 Ways to Build Customer Brand Trust (And Why It Matters More Than Ever)
How do you earn the trust of those savvy customers with previous articles?
Diane: People will DM us. They will contact us through Instagram. A customer bought a $2000 bag from us and asked us for a video on how to change the strap. Another asked us to take a picture of something in a bag. We are very personal with our customers and our shippers on so many levels. We'll get that video for them.
Is that kind of customer service different from what your competitors offer?
Gabrielle: Very different.
Our customers are not just our followers. We constantly receive comments thanking us for their help. It seems to me that the only way to get to that level of feedback is when you are so close to your customers.
Diana: And because Gabrielle is my daughter, we have crazy trust between us. We have the same goals for this business and we work hard. It is such an incredible labor of love.
Do you ever meet your customers in person?
Diana: Yes, when we do pop-up shops. We did events at a country club, a boutique, and several spas. Most women who get Botox and spa treatments are ready and willing to buy luxury items.
This sounds like a target rich environment for your stock replenishment as well.
Diana: Some of these women have such large collections that they are giving up their bags that they no longer use. This is basically where we get our inventory. Those events – some of them have been really amazing for us.