Photo credit: www.entrepreneur.com
Building Trust in the Consignment Business: The Melillo Family Story
The luxury consignment market presents unique challenges, particularly when it comes to establishing trust. Mother-daughter team Dianne and Gabrielle Melillo understand this dynamic well, as evidenced by their approach to their growing business, Season 2 Consign. With an eye-catching Dior handbag priced unusually low, one might question its authenticity; this skepticism highlights the importance of trust in their line of work.
“In our industry, dealing with pre-owned items means that customers have to rely on us,” Gabrielle asserts. “We prioritize transparency and strive to treat our clients as friends. Our aim is to ensure they feel secure in their purchases with us.”
Franchisees of Season 2 Consign since 2023, the Melillos have made significant strides in their consignment business, with their first location in central New Jersey and a second recently established in the northern part of the state. Their dedication to exceptional service earned them recognition as one of the International Franchise Association’s Franchisees of the Year in 2024. Here, they share insights on building a business grounded in trust.
The Decision to Franchise
Dianne reflects on her personal journey towards this venture: “My previous role as the national sales director for a luxury fashion designer inspired me to explore business ownership. At 58, after years of buying and selling luxury items within the secondary market, I jumped at the opportunity to franchise with Season 2 Consign when they announced their expansion on social media.”
Gabrielle, who took a different career path before joining her mother, shares her motivation: “I’ve worked in various sectors, from fashion to e-commerce, and I wanted to transition into entrepreneurship. Partnering with my mom was an ideal way to do that and utilize my skills.”
Challenges of the Trade
Both women faced hurdles as they established their business. Dianne highlights the steep learning curve associated with new technologies essential for operations. “Software plays a crucial role in managing our inventory and interacting with consigners, and Gabrielle’s expertise in that area has been invaluable,” she admits.
Gabrielle adds, “I had to familiarize myself with various luxury materials and the intricate details that define high-end products. Our clientele is discerning, and it’s vital to meet their expectations.” The duo focuses on continuous learning to stay competitive in a rapidly evolving market.
Building Customer Trust
Establishing rapport with customers is a cornerstone of their strategy. “We engage directly with customers through social media, personally addressing their inquiries and needs,” Dianne explains. “For instance, one client purchased a luxury bag and requested a tutorial on adjusting the strap; we made sure to create that video.” This proactive client interaction significantly contributes to customer loyalty.
Gabrielle adds that their service sets them apart from competitors. “Our engagement goes beyond typical transactions. We build relationships with our customers, and their gratitude often shines through in comments and messages,” she notes. “It’s about creating a community, not just a customer base.”
Dianne believes the familial bond further strengthens their business ethos. “Our mutual trust enhances our operations, allowing us to work towards common goals effectively. This journey is genuinely a labor of love for both of us.”
In-Person Connections
In addition to online engagement, Dianne and Gabrielle also prioritize personal interactions at various events, such as pop-up shops in upscale locations. “We often target environments where potential customers are engaged in luxury experiences, like country clubs and spas,” Dianne comments. “Women frequenting these locations often have extravagant collections they wish to part with, which also enriches our inventory.”
The Melillos’ commitment to trust and transparency not only shapes their customer relationships but also underpins their ongoing success in the competitive consignment market.
Source
www.entrepreneur.com