By Gina Kuyers, Co-Founder and Co-Owner of Luxeire
“I told a friend your products enhance the sexy simplicity of feminine confidence. It’s like, ‘I just am. All I have to do is be.’ I feel powerful wearing your line.”
When a customer says that, you know you’re doing something right.
But building a brand people want to talk about doesn’t happen by accident. It’s one of the most elusive goals in business today. In a landscape where attention is fleeting and algorithms rule the conversation, how do you not only reach a customer, but create a product experience so impactful, it becomes word-of-mouth gold?
That’s the challenge my daughter Margot Adams and I took on when we launched Luxeire, our direct-to-consumer womenswear brand. We had a simple mission to create elevated essentials that feel as good as they look. We were tired of compromise. Most shirts that looked polished weren’t breathable or easy to care for. And those that prioritized comfort often fell short on fit or sophistication. So, we made our own solution and sourced luxury, recycled technical fabrics from Italy and manufactured in New York City with one of the best ateliers in the business.
But great materials alone don’t build customer loyalty and brand advocates. Nor does beautiful design. As Co-Founder, I still answer every customer email. I listen closely to feedback. I obsess over the little things because turning a first-time buyer into a loyal customer and then into an advocate requires more than a transaction. It requires true and authentic connection.
Turn Customers into Brand Advocates
Here’s what we’ve learned about turning customers into brand advocates:
1. Delight them in a way they didn’t expect.
To truly win someone over, you have to surprise them. Luxeire garments are tailored and elevated, yet made from fabrics traditionally used in intimate apparel. They’re breathable, quick-drying, machine washable, and often require no ironing. Add in hidden phone-sized pockets and timeless design and suddenly, we’re not just meeting expectations, we’re reimagining the experience of getting dressed.
2. Make them feel something.
Our customers consistently tell us that the clothes make them feel powerful. That emotional response is the real product. When a woman puts on a Luxeire shirt and stands taller or feels more like herself, she’s not just satisfied, she’s transformed. And she’ll tell someone about that.
3. Put customer service at the heart of your business.
I don’t outsource our customer care. Every message is a chance to build trust and learn something new. In a world full of automated responses, being present and personal is our differentiator and it shows.
4. Let your early adopters be your megaphone.
Your most loyal customers are your most powerful marketers. We’ve had women write to us to say, “My only complaint is that I want more of everything.” That kind of enthusiasm can’t be manufactured but it can be earned.
We’ve grown not through splashy ad campaigns, but through community, through women sharing their Luxeire story with friends, sisters, and colleagues. That kind of organic advocacy is priceless, and it only happens when you consistently deliver value beyond the product.
So if you’re building a brand today – especially a homegrown one – start by obsessing over your customer experience. Make it exceptional, make it personal and make them feel something.
Because when you do, they won’t just buy from you. They’ll believe in you and they’ll tell others why.
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