Crystal Celebrity E-commerce Margins

Shaan shares his experience running a crystal e-commerce business targeting female customers influenced by celebrity endorsements. The business model leverages high margins and celebrity influence to sell crystal products like rose quartz coasters.

Key Points:

• Product & Margins:

  • Crystal products like rose quartz coasters
  • 75-80% gross margins
  • Buy for $2, sell for $10-24

• Target Market:

  • Female customers, particularly in the midwest
  • Influenced by celebrities like:
    • Adele (uses crystals before performances)
    • Kim Kardashian (carries crystals for anxiety)
    • Gwyneth Paltrow/Goop

• Marketing Angle:

  • Leverage celebrity endorsements and usage
  • Target customers who follow lifestyle influencers
  • Focus on wellness and anxiety relief benefits

• Business Performance:

  • Good customer acquisition costs vs lifetime value ratio
  • Successful acquisition of customers at profitable rates
  • Business was working but was shut down due to lack of understanding metrics at the time