How Facebook Live delivered the best trading period on record for an indie fashion boutique

How to grow sales with Facebook Live

Jayne Vaughn runs the  luxury boutique in Knowle- Belle Diva, and has built a very successful business over 11 years. The collections that Belle Diva specialise in are generally only stocked in luxury stores around the world like Harrods and Selfridges. Women come to Belle Diva to find something they won’t see on the high street.

The business had a fantastic season up until March 2020 and closing when her shop was fully stocked was terrifying. “I Will never forget the day I  had to close for lockdown” says Jayne. “I am a strong woman but it was essentially a grieving process for the business due to so much uncertainty”.

During the seven months they were closed they completely focused on engaging customers with social media.

They decided to do three Facebook auctions using Facebook Live which ultimately saved the business. Not only did Facebook Live give Jayne the opportunity to interact with her customers, but she also sold through 80% of her stock. Despite lockdown Jayne had the best April and May in her trading history.

Jayne announced that she would be hosting an auction over Facebook Live. She put out a catalogue first, giving all products and sizes available and the start bid so the clients knew what they could bid on before the auction started. Jayne admits that the first time she was learning as she went, but by the second and third events, she was a pro. It doesn't have to be perfect from the off, you just have to give it a go!

Belle Diva are going to continue doing Facebook Live auctions because they have realised just how much they can sell and how much their clients enjoy them. Even though they are now open for business again, Facebook Live offers them something exclusive for their social media following and a way to sell through stock at the end of the season.