5 questions with Mimi Striplin

Meet Mimi

I'm Mimi Striplin, founder of The Tiny Tassel & Parfaire Consulting.

What's your favorite aspect of your day to day work?

I find so much joy in connecting with our customers through our marketing. Whether it's sharing my outfit of the day and having a conversation about it or seeing their reaction to our latest collection launch, it allows creativity to flow. 

What do brands need to do now to see success in the future marketing/media landscape?

We have to try not to hold on so tightly to what worked well in the past. Sometimes that blocks us from letting our creativity flow and we miss the connecting piece that attracts our customers. 

What mistakes do you see brands making?

One mistake is trying to keep up with all the trends seen online and not owning one or two things really well. This can look like trying to excel on all marketing platforms and becoming too spread thin. It can be scary to put all of your eggs in one basket, so don't! Just choose 2-3 that you can really prioritize and focus on sharing your brands story. 

If a business is just breaking into brand-building, what's your number one piece of advice?

Understand that most customers will shop with you over and over because of your why, not just your what. Really invest in understanding and sharing your why with customers so that they have a much deeper connection with your brand- we know that customers are spending more intentionally these days so we want to be top of mind when they do shop.

Tell us about your favorite current project.

Currently excited about a special collection that we're launching that highlights the Divine 9 sororities. We heard requests for years and finally getting it just right for our customers and brand feels exciting. This collection will help us speak to a more diverse demographic while connecting deeper with current customers by tellling the story of these incredible sororities.  

What media outlets do you regularly read for inspiration in your career?

Glossy, Business of Fashion

What's your most random work/life hack?

Setting timers for myself to stay on track or using my time block. Also using the OPEN app for meditation, breathwork, stretching and resets!

Photos from thetinytassel.com