Brand Interview – Rekha Krishnamurthi, Divine dZines
How long has your company been in business? Please tell us a bit about your company, its mission, goals…
My company, Divine dZigns LLC started in 2009. I offer color consulting and design services that will help clients bring their home, office or business space to life with new colors and décor accessories. I also create custom made decorative pillow covers and design a woman’s casual clothing line of t-shirts, tunics, dresses, yoga pants, skirts and long sleeve shirts.
My mission is to help people live beautiful and colorful lives either through my products, services or philanthropic goals.
Changes are coming! My new brand name will be Divine. A new website will be launched at the end of July, (divineny.com).
Do you donate to charities? Tell us about that also and why.
One of my personal and business goals is to give back to various communities which is why I seek to work with suppliers and manufacturers that primarily support female artisans and entrepreneurs around the world.
I am dedicated to bettering the lives of women, children and communities locally and globally by donating 10% of sales to various non-profit organizations that support global entrepreneurship and provide individuals and groups the opportunity to develop skill sets and attain financial independence which in turn will improve living standards and create a more sustainable future.
How did you know what typeface (font) would be right for your company wordmark or logo? If your logo has an illustration, describe why that art was the right thing, animal, place, object, etc…
I created my own logo which is inspired by henna artistry. My clothing line is embellished with henna inspired print that is screen printed on the clothing. This henna inspired print is what formed the basis of my logo. I researched DaFont.com and this particular font resonated with me as I found it aesthetically appealing.
How did you decide on the right color palette to fit your company look and feel?
The basic color palette of my logo is a simple black and white color scheme. I wanted to create the feeling of simplicity, authenticity, elegance and purity.
How did you decide which type of designer to work with, or did you design your own identity and web presence?
My web designer, Charlene Barnes of Webworks Now, was a referral through a friend. I’m very hands on with my web site layout and design. I essentially designed my entire web site in Power Point and then worked with my web designer and graphic artist to enhance my basic design concept and make it more visually appealing. The graphic designer is very creative herself and so she was able to bring in her creative input on layout, colors and fonts. Even now as I move toward a new web site, I designed the new site in Power Point and will work closely with my web and graphic designer to implement it and see it come to life.
In what order did you present your company to the world? Did you start with marketing and products, or website, blog and social media?
I started with selling my t-shirt line at the local designers market in Soho. After I saw some initial success and interest in my t-shirts from customers, I had a very simple web site created. The web site has evolved over the years since that time. I started participating in social media at the end of 2009. My blog was created in early 2011 and my new design consulting services offering launched in June 2011.
How long after the launch of your company did you start pitching in social media?
I started pitching in social media at the end of 2009 but my efforts were very random. I started realizing the power of social media and the need to develop a strategy around it. Developing an effective social media strategy has been trial and error, one I’m still working at. But I feel that my key messaging has improved and now my social media efforts are much more effective.
Did you do research or study any software, take webinars, teleclasses, before approaching any area of your marketing or web presence?
I do work with coaches and mentors who help me to define my marketing approach. I do attend webinars, workshops and networking events.
Do you advertise locally in newspapers and/or nationally in magazines? Are they effective?
I have not advertised in newspapers or national magazines as of yet.
Do you advertise online using Google, Facebook or on other company sites? Are they effective?
I have not advertised using Google, Facebook or other company sites yet. Although I do think about creating a Facebook Ad.
When you printed your products, packaging, business cards and other print marketing did you choose an online printer or visit a local vendor?
Most of the time I use VistaPrint.com however on occasion I do use a local printer in NYC.
Did you know anything about different types of papers, when you wanted to print your marketing materials?
Yes I am aware of the different types of papers but at this point, most of my marketing materials are online PDF documents that I email out.
Have you ever used “green” technology in printing, using FSC certified papers or recycled paper and if not, how likely are you at trying this on a next project?
Not yet, but this is something I’m interested in especially for my product hang tags and packaging.
If you sell products, are they produced in the U.S.A. or abroad?
Right now my products are produced in the U.S.A., but I am currently exploring suppliers/manufacturers overseas.
Is there anything you haven’t yet tackled, but will want to do soon?
I’m accomplishing two recent goals I set for myself:
• I wanted to rebrand myself and launch a new website which is in the works (new site launching end of July)
• I also wanted to launch my design consulting and design services offering, which just launched in June.
To learn more about Rekha Krishnamurthi and Divine dZines (soon to be Divine) visit the links below:
Linked In: http://www.linkedin.com/pub/divine-by-rekha/1b/38/a11
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