203 | Playbooks Don’t Work For Everyone | with Jennie Yoon

Jennie is the Founder & CEO of Kinn, a Los Angeles based jewelry company offering modern heirlooms meant to last a lifetime.

Kinn offers a range of fine jewelry all made with 100% solid and recycled gold. All materials are sourced locally in Los Angeles.

Previously employee #1 at Casetify, Jennie dived into the jewelry industry after her family's home was robbed and all heirlooms stolen.

In seeking to replace some of her parents' precious heirlooms, she learned the jewelry industry was one that lacked transparency and had deep markups.

Through Kinn, she sought a transparent solution that cut out the middleman and left consumers with modern heirlooms they can keep for years to come.

In This Conversation We Discuss:

• [00:00] Intro
• [01:09] What are Kinn’s products
• [01:37] Where the idea of Kinn started
• [04:00] From passion project to a business
• [05:31] Jennie’s Ecom background helping her
• [06:15] Learn Ecom before starting a company?
• [07:49] You can never know unless you try
• [08:52] How Kinn moved out from contacts to marketing
• [11:53] The offer they had for the Refinery29 piece
• [13:21] Sponsor: Electric Eye electriceye.io
• [13:42] Sponsor: Mesa apps.shopify.com/mesa
• [14:29] Sponsor: Wayflyer wayflyer.com/ecomm/honest
• [15:42] Sponsor: Loop loopreturns.com/honest
• [16:35] Sponsor: Klaviyo klaviyo.com/honest
• [17:24] Kinn’s avenues for retention and acquisition
• [19:49] Starting on paid ads later in the journey
• [21:02] Take guidebooks with a grain of salt
• [22:58] Looking at competitors might not be productive
• [23:10] Be honest to why you exist as a brand
• [25:33] Find good people to work with
• [26:22] Don’t cut corners
• [26:47] Hire experienced people when starting out
• [27:22] Where to find Kinn products?

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Modern heirlooms, made to last a lifetime kinnstudio.com
• Follow Kinn on Instagram @kinnstudio
• Connect with Jennie linkedin.com/in/yoonicorn
• Scale your business with electriceye.io
• Download Mesa at the Shopify App Store apps.shopify.com/mesa
• Funding a better way wayflyer.com/ecomm/honest
• Transform your returns into exchanges loopreturns.com/honest
• Get started with a free account at klaviyo.com/honest

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