Have you ever wondered how a small local shop can suddenly become a social media phenomenon? Our Haru, a trendy pet boutique in Toronto, has done just that. In this blog, we will explore the journey of Our Haru, a boutique that started with a simple idea and grew into a favourite among pet lovers. We will look at how the founders built their brand, used social media to connect with customers, and created a strong community around their products. This is a story of creativity, hard work, and the power of authentic digital marketing.
The Beginning of Our Haru
Our Haru opened its doors in Toronto in 2023. The shop was started by Chaewon Kim, a Korean-Canadian artist with a passion for pets and design. She wanted to create a place where pet owners could find products that were not only practical but also stylish. Instead of selling generic pet accessories, Our Haru curates a selection of unique, modern items from independent Korean designers. This special focus made the store stand out right from the start.
Chaewon believed that pets are more than just animals; they are part of the family. With that in mind, she built a brand that celebrated the bond between pets and their owners. Every product in the store was chosen for its design, quality, and the story behind it. The idea was simple: offer pet products that are as stylish as they are useful, and create a shopping experience that feels personal and warm.
@ourharu.comCheck out this TikTok video from Our Haru.
Building a Brand on Social Media
The key to Our Haru’s rapid growth was its use of social media. In today’s world, digital platforms can turn a small shop into a national sensation. Chaewon knew that to reach a wider audience, she had to be where people spend most of their time online. That’s why Our Haru focused on platforms like TikTok, Instagram, and even YouTube.
TikTok: A Platform for Authentic Stories
TikTok became the main stage for Our Haru’s success. Instead of just posting pretty pictures, Chaewon decided to share the behind-the-scenes story of her shop. On TikTok, she posted videos that showed the day-to-day activities in the store, from unboxing new products to styling displays and even a bit of humour with their shop dog.
One video, in particular, struck a chord with viewers. In this video, Chaewon humorously addressed a negative review that mentioned the store dog being in the shop. Rather than getting defensive, she used the comment to create a funny and relatable video. This clip quickly went viral, receiving over a million views. The video not only made people laugh but also made them feel connected to the brand. It showed that Our Haru wasn’t just a store—it was a community that could laugh at itself and embrace the little quirks that make it special.
Instagram: Showcasing Style and Quality
While TikTok captured the hearts of many with its fun and raw content, Instagram helped build the visual identity of Our Haru. On Instagram, the shop posted high-quality photos of its products and the carefully designed space of the store. The images were bright and stylish, reflecting the boutique’s modern and trendy vibe.
Through Instagram posts and stories, customers could see detailed shots of the unique pet accessories. From chic collars to stylish pet beds, each post told a story of craftsmanship and care. This visual appeal was essential for a brand that was as much about design as it was about function.
YouTube: Engaging and Informative Content
In addition to TikTok and Instagram, Our Haru also used YouTube to share longer videos. Chaewon and her team created content that included product reviews, tips on pet care, and behind-the-scenes looks at how the store was run. These videos were straightforward and informative, giving viewers more in-depth insights into the brand’s philosophy.
YouTube allowed the team to reach customers who were interested in learning more about pet care and the creative process behind the products. It provided a space for detailed tutorials and discussions that helped build trust and credibility with the audience.
The Power of Authenticity
A big part of Our Haru’s success comes from its authentic approach. In a world where many brands rely on polished ads and slick marketing, Our Haru stands out by being real and relatable. Chaewon often appears in the videos and posts, sharing her thoughts and even her mistakes. This openness has helped build a strong connection with her audience.
Customers appreciate honesty. When they see that a business is not afraid to show both its strengths and its challenges, it builds trust. Our Haru’s team interacts with followers by responding to comments and even reposting customer photos. This two-way communication makes the customers feel like they are part of the journey rather than just buyers of a product.
Community: The Heart of the Brand
From the start, Our Haru focused on creating a community around the brand. This community isn’t just about selling pet products; it’s about building a group of people who share a love for their pets and a sense of style. Customers often share their own stories and photos on social media, tagging the boutique and using specific hashtags related to the brand.
This sense of belonging has led to a loyal customer base. Many pet owners feel that Our Haru understands their needs and style, and they proudly spread the word to friends and family. The community also helps the brand grow organically. When customers share their positive experiences online, it attracts more people to the boutique.
Overcoming Challenges and Growing Fast
Like any small business, Our Haru faced its share of challenges. When the viral TikTok video hit over a million views, the sudden influx of attention was both exciting and overwhelming. The team had to quickly figure out how to keep up with the growing demand without losing the personal touch that made the brand so appealing.
One of the main challenges was scaling up the operations while maintaining the quality of service. As more orders came in, Chaewon and her team had to streamline their processes without compromising on the care and detail that went into every product. They also had to manage social media responses, ensuring that every customer felt heard and valued.
The solution was to hire a small, dedicated team who shared the same vision. This team helped manage the increased workload and allowed the brand to stay connected with its growing community. By maintaining a close relationship with customers and being responsive to feedback, Our Haru was able to overcome these challenges and continue its upward trend.
Lessons Learned from Our Haru
The story of Our Haru offers several lessons for any small business trying to make it in a crowded market:
- Know Your Niche: Our Haru succeeded by focusing on a specific market – pet products that are stylish and high quality. By understanding their niche, they could offer something unique that larger stores did not provide.
- Be Authentic: Real, honest content goes a long way. Customers connect with a brand that shows its true self, with all its strengths and imperfections.
- Use the Right Platforms: Different social media platforms serve different purposes. Our Haru used TikTok for fun, engaging content, Instagram for visual appeal, and YouTube for deeper engagement.
- Build a Community: Don’t just focus on selling. Engage with your audience, listen to their feedback, and make them feel like part of your journey.
- Be Ready to Adapt: Rapid growth can bring challenges. It’s important to stay flexible and be ready to adjust your operations without losing what makes your brand special.
What’s Next for Our Haru?
As Our Haru continues to grow, there is plenty of potential for new opportunities. The team is always exploring ways to add fresh, unique products to the store. There are ideas for seasonal collections, new collaborations with independent designers, and even expanding the product range to include items for other pets.
The future for Our Haru looks bright. With a strong community, a clear brand identity, and smart use of social media, the boutique is well-positioned to become a go-to destination for pet lovers who value style and quality. The journey of Our Haru shows that with hard work, creativity, and a commitment to authenticity, a small business can achieve remarkable success.
A Call to Action for Small Business Owners
If you are a small business owner or planning to start your own venture, take a moment to learn from Our Haru’s success. The digital age offers countless opportunities to connect with your customers and grow your brand. The key is to be genuine, use social media effectively, and build a community that believes in your vision.
If you need help crafting a social media strategy or simply want advice on how to present your brand in a way that truly connects with your audience, we are here to help. Our team can guide you through the process of creating content that resonates and building a strategy that drives growth.
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For more help with your social media strategy, feel free to reach out to us. While Convex Studio did not help Our Haru, they offer services that can assist you in creating a winning digital marketing plan. Check out Convex Studio for more details.