Being on Oprah's Favorite Things can be life-changing for entrepreneurs and small businesses. Learn from Michael Files, Creative and Brand Director of Spicewalla, who built a brand in two years that was featured on Oprah's Favorite Things.
Each year, Oprah bestows a list of her favorite things during the holiday season. For entrepreneurs, being featured on Oprah's Favorite Things list can be life-changing. This year, the list included makeup products from Lady Gaga to Michelle Obama's Becoming: A Guided Journal for Discovering Your Voice.
Whether you are a huge celebrity or a small business, highlighted as one of the seventy-nine companies can have a significant impact on your business. For the Asheville, North Carolina based restaurant group, Chai Pani, their Spicewalla retail product made the list. I spoke with the Brand & Creative Director, Michael Files, on how he was able to build a brand in two years that now has global recognition.
Spicewalla developed out of that when chef friends and a local food distribution company we loved started asking how they could get their hands on the same spices we were already sourcing ourselves. Then, a year after only selling to chefs, we started developing retail products for home cooks, and the response was massive.
I do that by ditching the go-to tropes of Indian branding - losing the elephants and paisleys and digging deeper into the beautiful confluence of influences in Indian homegrown packaging - elements of Victorian-era patent medicine because of India's time under British rule, Russian constructivist design lending big blocks of bold color and geometric typographic forms because of a strong relationship with the USSR during the cold war, and then stuff purely unique to India: that homegrown...
Getting on the list has been every bit as insane as we heard it would be. Out of the gates, our sales rocketed up about 3,000% on the first day and holding at about 1,000% improvement in daily sales since then. There was a feeling on the eve of the announcement when we weren't sure if we wanted the stories of rapid growth to be true.
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