Company: Desiderate Jewellery Thirroul NSW Australia
Nomination Submitted by: Desiderate Jewellery
Company Description: Desiderate is an online jewellery business, that helps women feel stylish, beautiful and special. We fill the gap in the market for high-quality ‘boho’ style jewellery, aimed at mature women. Pieces that are handcrafted from silver and set with semi-precious gems and pearls. Our business is based on exceptional customer service.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Startup of the Year - Consumer Products Industries
 Nomination Title: Taleeta
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since 1 January 2021, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 169 words used.
Taleeta is a new fashion brand for women who feel ignored by the big fashion labels. Focusing on comfortable, stylish and natural clothing for women aged 35-65+, Taleeta offers confidence, comfort, innovation and a little bit of party.
Focusing on high-comfort and high-style, the Taleeta range includes dresses, tops, pants and swimwear in a gorgeous tropical-themed colour palette of dark indigo, peachy coral, soft green, vibrant purple and crisp whites. Every piece is handcrafted to Janine’s precise (and rather fussy standard) so the products sit beautifully on the body and flatter the figure. With that extra level of detail and attention does come a higher price, but Taleeta remains amazing value for the discerning customer who doesn’t want clothes that sit badly, don’t last, scratch or cause discomfort. Many women want to cover lumps and bumps as they get older, but they don’t want to wear unflattering or out-of-date styles. With Taleeta, women can emphasise their best bits and cover up the rest, looking stylish and feeling comfortable too.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 241 words used.
The biggest success has been the launch of the brand. Of course with any launch product photography is essential. She went to Bali armed with samples and used herself as a model for the launch photoshoot. For more body diversity she asked a woman staying in the same resort if she’d like to model for a day. Janine and Leonie modelled the launch capsule, showing the audience how the products look on 50+ women with natural lumps and bumps.
As with any new brand awareness is nonexistent, and it is challenging to persuade customers to stray from their preferred brands to try anything new, especially at a competitive price point.
Before launch, Desiderate customers were enticed with a generous $50 voucher upon joining our mailing list. This helped secure about 1000 subscribers, who we were able to nurture with information about our brand, our founder and our ethos while building anticipation for launch. These subscribers were responsible for the majority of our early sales.
We enlisted Nat Angel from the popular Instagram channel @letmetrybeforeyoubuy to showcase Taleeta to her audience of 181,000 followers. We have no control over Nat’s reviews, so we were delighted to hear her positive feedback for the brand. Our sales soared on release of her Instagram post in February 2023.
Since launch, Taleeta has secured $63,998 in sales, which is impressive for a new ecommerce brand in a competitive market and during challenging economic conditions.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 240 words used.
What makes Taleeta stand out from its competitors:
—Excellent launch results in a competitive retail marketplace.
—Superior results from our top-of-funnel advertising campaigns on Facebook with $2.10 Return on Ad Spend
—Launching at the end of November 2022 Taleeta has already become a finalist in the Australian Small Business Champion Awards for 2023.
—I’m self-taught: I built my business from scratch and offer proof that a woman in her fifties can launch a business and be successful.
—I’m living with a disability: yet I manage to successfully navigate health, life and business.
—Taleeta has excellent systems and processes: my business can run without me (in that way, my illness forced me to build a more resilient business, as I never know when Lupus will flare.)
—I am not shy to promote myself: part of my strategy is to be visible and show up as a business leader, and hopefully be a role model for women in business in ecommerce, with disabilities, older women (or all three!)
—Business leadership: I cherish my staff and suppliers and work hard to create a place where people feel safe, comfortable and happy coming to work.
—I am committed to ethical operations: I pay my artisans a fair wage—they are like family.
—Sustainability underpins everything: we focus on those small one percent changes that together make a big difference.
—Taleeta encourages customers to invest in quality pieces that last, instead of cheap fast fashion.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 59 words used.
Website link: taleeta.com.au
Website link: Taleeta reviews
Website link: Australian Small Business Champion Finalist
Let Me Try Before You Buy - Nat Angel review of Taleeta
Shopify Screenshot of sales to date
Facebook screenshot of ROAS (Return on Ad Spend)
Link: Taleeta online reviews
Australian Small Business Champion Finalist 2023
SEMRush screenshot of organic traffic and keywords
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