Human & Personal Services
Interim CEO
Founded in 2008, DANNIJO made a name for itself as a successful jewelry company before evolving into a lifestyle brand.
Dannijo
The Client
- Company
- Dannijo
- Website
- dannijo.com
- Industry
- Wholesale
- Headquarters
- Jacksonville, united states
- Employees
- 1-10
About Dannijo
DANNIJO is a direct-to-consumer fashion brand founded in 2008 by sisters Danielle and Jodie, specializing in statement jewelry, hand-dyed silk slip dresses, and resort-leisure ready-to-wear. The brand has built a cult following around its bold aesthetic, Maasai-inspired designs, and sisterhood-driven community, with a strong philanthropic foundation rooted…
The Challenge
Founded in 2008, DANNIJO made a name for itself as a successful jewelry company before evolving into a lifestyle brand. After over a decade of operation, founders Danielle and Jodie encountered challenges in their supply chain and business model, making it necessary to transition from a wholesale business to a Direct-to-Consumer (DTC) model. They sought the assistance of Chameleon Collective to revamp their supply chain and reorient their business towards the DTC model.
Our Approach
Chameleon Collective partnered with the founders for an in-depth analysis of the business to identify key drivers and devise a strategy emphasizing a DTC focus while sustaining their wholesale distribution with select key players.
The strategy involved moving their sourcing abroad where appropriate, maintaining the brand's DNA and product quality, thereby enhancing overall operating margins.The team developed an e-commerce strategy and facilitated a platform change from Magento to Shopify, selecting an external vendor to lead the re-platform project. The paid search and social campaigns were restructured, a new team was hired, and prospecting and retargeting display campaigns were initiated.
The Impact
The new DTC strategy proved to be a remarkable success for DANNIJO, resulting in a 100% Year-Over-Year (YOY) increase in their business, with operating margins improved by 40%. The transition from wholesale to DTC coupled with an efficient supply chain system contributed to DANNIJO's explosive growth, reinforcing the brand's industry presence.
The Work
100%
year-over-year business growth
40%
improvement in operating margins
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Logistics Support ActivityE-Commerce