S9 E1: Why DTC Success is All About the Slow Burn (ft. Dianna Cohen of Crown Affair)

Limited Supply

You wanted to hear from the top DTC founders, so Nik wrangled up one of the top minds he could find in the biz for you— Dianna Cohen, the mastermind behind Crown Affair.

Dianna breaks down what contributed to the massive success of her haircare company and chats with Nik about the importance of building a strong brand story. She explains how DTC success isn’t a big bang, but a slow burn. Have too many DTC founders traded in instant gratification for patience and slow growth?

She also chats about *that* Met Gala Doja Cat moment, and explains the value of great partnerships and distribution. Which celebrity brands does Dianna think are enough to give Crown Affair a run for their money? And why are patience and time the two secret ingredients for growing a successful DTC?

You won’t want to miss this jam-packed ep with one of the brightest minds in the industry.

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00:01:53 - Founder of Crown Affair Shares Journey

00:10:09 - Crown Affair's Growth and Revenue

00:12:11 - Hair Care: A Skincare Approach

00:16:20 - Building Exceptional Hair Care Products

00:20:45 - Brand Pillars: Visual Literacy and Storytelling

00:26:22 - Brand Success Requires Patience and Time

00:30:57 - Brand Building Essentials

00:40:20 - Exclusive Sephora Partnership Drives Growth

00:43:38 - Navigating Retail Partnerships for Success

00:47:41 - Optimizing Reviews for Better Marketing

00:49:11 - Building Communities in the Beauty Industry

00:51:17 - Celebrity Brands: Success vs. Failure

00:54:27 - Underpriced Attention in Brand Marketing

00:57:45 - Diana Cohen's Free Mentorship Program

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