Creating a brand of my own in a competitive space

PROBLEM: Online yoga shops were commoditised with a value proposition. They lacked differentiation and frequently engaged in price wars.

SOLUTION: As a yoga student, I had always identified with the yoga community and knew them to be a creative bunch. They were also prime movers in the quest for sustainability. So I created YogaClicks as a sustainable and ethical marketplace for yogi makers to sell direct to the yoga community.

MY ROLE: I conducted all the competitive research, identified the gap, and created the brand vision, mission, positioning and tone of voice.

I handpicked the makers, designed the website, created all the content including over 150 blog posts (some of which now rank first on google), a yoga style quiz, a guide to 100 yoga poses and a Yoga Map enabling users to share their yoga stories.

I designed products including eye pillows and sweatshirts, organised shoots, picked models and photographers, wrote all the product descriptions, and penned most of the social media posts.

I used Instagram to find collaborators, recruited brand ambassadors, and filmed yoga classes with some of London’s best teachers.

Under my stewardship, we were certified carbon neutral, ethically accredited by The Good Shopping Guide, and listed on Not on the High Street.

We grew our social media platforms to over 50,000 followers.

I have left the business but remain proud of what I achieved and my contribution to the yoga community.