The Australian Instagram influencer Nicole Shiraz is a woman with an eye for fashion.
The 24-year-old model, who divides her time between Los Angeles and Sydney, had moved to the US to work as a sports presenter when an accidental birthday shop evoked the idea of a designer bag leasing service.
Born early 2019, Boss Ladies is Australia's first online leasing shop for luxury brands such as Chanel, Louis Vuitton and Gucci – and is already valued at more than $ 1 million.
In a conversation with FEMAIL, Ms. Shiraz revealed how she went from renting five high-end handbags from her living room to opening a thriving business across two countries – all in a six-month period.
Australian Instagram influencer Nicole Shiraz (photo) turned her love for the finer things in life into a flourishing venture in just six months
Boss Ladies, born in early 2019, is Australia's first online lease store for luxury brands such as Chanel, Louis Vuitton and Gucci – and it is worth more than $ 1 million.
& # 39; The idea for Boss Ladies actually came from my own selfish desires – I love bags and my partner said I could choose one for my birthday, & # 39; said Mrs. Shiraz.
But although her younger self would have seized the opportunity to wear a designer on her arm, she struggled to find a style she absolutely loved.
& # 39; I just couldn't decide and I couldn't get myself to spend so much money on a single item, just for the occasional Instagram post.
& # 39; I started renting designer dresses because I traveled so much between Australia and the US, so I decided to call the woman with whom I rent clothes to see if she had bags in stock to try it out. & # 39;
But Mrs. Shiraz was disappointed to discover virtually nothing on the market, only old shares from the early 2000s that had to be returned within 48 hours.
& # 39; I thought about it and felt that the joy had been somewhat removed from renting the bag because of the pressure to bring it back so quickly.
& # 39; With our generation, I feel that there is pressure to maintain a certain image with clothing and accessories on social media.
& # 39; I wanted to create something that offers flexibility with the length of leasing to give girls the chance to really enjoy bags – take them to parties, show them to friends and post them on Instagram. & # 39;
Mrs. Shiraz saw a gap in the market for leasing designer bags in the longer term
With the modern, social media smart woman in mind, Mrs. Shiraz invested in five trendy design pieces that she began to lease directly from her home.
& # 39; I created a Boss Ladies Instagram account and followed literally hundreds of influencers, all the big ones in Australia, and sent some direct messages about collaboration and many of them responded the next day! & # 39;
Ms. Shiraz focused on getting the Boss Ladies brand in the spotlight and spent her first month sending freebies to prominent social media maven to create content for her page and website.
& # 39; Once the name was there, every influencer wanted to be part of the company – people loved it from the start, & # 39; she said.
An investor followed quickly, and within six months of the launch of Boss Ladies, more than $ 1 million was valued.
Ms. Shiraz believes that her business model, with which customers can lease bags weekly or monthly, will resonate more with millennials in fashion
Mrs. Shiraz contacted prominent Instagram influencers to work with Boss Ladies (photo, an influencer dinner organized by Nicole and Boss Ladies in Los Angeles)
Mrs. Shiraz now has offices in Sydney and Los Angeles, complete with administration, marketing, and influencer networks.
& # 39; We are of the generation that likes to look and show off – I give girls the chance to lease for a week or a month, which is less restrictive than the traditional model of renting. You can really get everything out of the bag! & # 39;
Boss Ladies currently has styles from iconic designers including Gucci, Chanel, Louis Vuitton, Saint Laurent, Fendi, Prada and Balenciaga.
Weekly leasing starts at $ 100, with the iconic Chanel flap bag being the most popular.
& # 39; We focus on what's trendy. We look on Instagram to see what the models and celebrities are carrying, and we put the money back in there, & she said.
& # 39; The most difficult part of running my own business is guaranteeing customer satisfaction – I am a perfectionist and I am really worried that every customer is happy with the service. & # 39;
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