Ancient Aura: A Business And A Lifestyle
Ancient Aura is an e-commerce business located in Queens, New York with a combined total of 200k followers on Facebook and Instagram. Their store contains a dazzling array of products that hold their own against any supplier of jewellery. But they also have a mission-
"Our pieces are inspired by various ancient civilizations that helped create our current understanding of Universal Laws & /or Principals
By adorning yourself with these pieces you're paying reverence to these ancestors which will allow you to tap into the spirit of their greatness."
As a previous customer and looking at it from an Afroentrepreneur perspective, I wanted to know more about the business side of Ancient Aura and what they could impart to people thinking of selling similar Afro orientated products.
So for anyone who's thinking 'Wow, I like what these guys are doing and it looks quite lucrative. Maybe I should start my own line of Afrocentric jewellery and merchandise' What are the things they need to consider?
As a business owner your first and primary goal is marketing and advertising. And that includes knowing and implementing the knowledge of the culture in to your marketing. And then adding your own twist.
Great. There are many platforms to market and advertise on. In your experience, have you find there are some that are more effective for the demographic you're targeting?
Facebook has a more mature and informed audience (35 years and older)
They are usually more established and have more disposable income. But now, Facebook is about videos which is good for service and education industries. But, having a good amount of followers on Instagram validates your brand's reputation. Instagram allows you to develop more of a connection between you and your followers.
By allowing your followers to scroll through your timeline (highlight showreels), you can really sell a product by selling the lifestyle. This creates more of a connection and trust between your customers. So, I get more sales on Instagram, yet my fans on Facebook spend more per purchase.
Those are quite intriguing stats! There's a lot of influence out there to buy 'bling, bling' jewellery from suppliers outside of the demographic culture you target. Is that a challenge you've had to tackle when establishing Ancient Aura?
Definitely. That's why we're not selling jewellery, we're selling a lifestyle. As a culture we have too much soul. Our history is too deep, dark and rich to even try to duplicate or copy. So our real customers buy from us because they're looking for something that's going to resonate with spirit not just some surface shine they see in a music video.
For sure. And finally, you deliver within and outside of the US. The logistics involved must require the same level of attention?
Fortunately, I used to work at the post office so I know the system pretty well. But there are still some countries in Africa and abroad that we don't have access to. And because we currently live in a world where Amazon can deliver your package in 2 days, people expect all their items to be delivered within 2 days. So we try our best to ship out orders the following day. And if we don't, we'll definitely get the emails and phone calls from customers asking “Where's my package?” Lol.