She had no prior experience in running a business. She was studying physiotherapy, and it was expected that she would also start a career in that field. <\/span><\/p>\n Nitisha did not have external funders and she had no idea how her small business would fare.\u00a0<\/span><\/p>\n What she did have:\u00a0<\/strong><\/p>\n She had heard the quote somewhere \u201cif you never start, you don’t know where you could have reached\u201d. What started out as a side business and hobby for Nitisha, is her main source of income today.\u00a0<\/span><\/p>\n Not only that, she has a thirty thousand strong community on Instagram and also has the support from thousands of other BTS\u00a0 fans (or as they are called \u201cArmy\u201d) out there who believe in her and her work.\u00a0<\/span><\/p>\n When you are part of a fandom, you belong to a community. There are physical and invisible symbols that bind you together. For someone outside the fandom, the symbols would make no sense. Whether it is certain phrases, certain songs, dialogues,\u00a0 characteristics etc. It is like a secret language that only you and your fellow fandom members know about.\u00a0<\/span><\/p>\n Nitisha leveraged exactly this. She wanted to connect and sell to only BTS armys with her online store.\u00a0<\/span><\/p>\n \u201cEven though I have creativity, if I made designs for normal jewellery wear for a larger audience, I would be competing with millions of brands out there. But since I make distinctive designs that are recognized and appreciated mainly by the people of the fandom, it\u2019s easier for them to emotionally connect to it and then buy it\u201d – Nitisha<\/strong><\/p><\/blockquote>\n Staying consistent about the niche you are in helps your brand gain credibility and face lesser competition. Plus, true fans would understand why the products are priced the way they are.\u00a0<\/span><\/b><\/p>\n Related read: Download this free eBook<\/a> for a step-by-step guide on setting up your own online business from scratch.\u00a0<\/strong><\/p>\n Nitisha\u2019s designs are one of a kind. She personally designs each jewellery piece, and then according to customer demand and feedback, restocks those products. <\/span><\/p>\n One of her most popular products – the \u2018love yourself\u2019 necklace saw 75 units being sold out in an hour!\u00a0<\/span><\/p>\n This kind of popularity only comes when the creator truly understands what their customer wants, and is able to give them a product that cannot be obtained anywhere else in the market.\u00a0<\/span><\/p>\n \u201cYou should learn from your competitor, but don\u2019t copy them. Get inspired by other brands, and gain skills. But when it comes to your own marketing strategy and your own product designs, staying unique will be the only way your business thrives\u201d – Nitisha<\/strong><\/p><\/blockquote>\n Related read:\u00a0How to sell jewellery online in India: Tips and LIVE examples<\/a><\/strong><\/p>\n Nitisha has a robust social media presence. The discovery of her online store is primarily through the channel – Instagram.\u00a0<\/span><\/p>\n Her Instagram strategy is not limited to just posting the images of her products, she regularly engages with her fellow armies on the platform, discusses BTS and their achievements, shows sneak peeks of her upcoming products and also supports other small businesses in the fandom.\u00a0<\/span><\/p>\n If there is a design that Nitisha is planning to launch, she teases the product on Instagram to get pre-orders and tries to gauge the audience’s sentiment toward the product. This helps her manage inventory better.\u00a0<\/strong><\/p><\/blockquote>\n Another factor that doubled Nitisha\u2019s Instagram followers was – Reels.<\/strong> Even though Nitisha was quite hesitant initially, she took the leap (circling back to the first tip) and just started recording videos about her products and putting them out with trending audio. <\/span><\/p>\n Aurora Hope Pins is the perfect example of how you can use Instagram reels to grow your business on Instagram.\u00a0<\/a><\/span><\/p>\n <\/p>\n <\/p>\n A post shared by nitisha \u2661 (@aurorahopepins)<\/a><\/p>\n<\/div>\n<\/blockquote>\n\n
![\"Aurora](\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2022\/05\/SNOW_20220215_174907_520-1024x683.jpg\")
<\/p>\nBe consistent in your niche\u00a0<\/b><\/b><\/h2>\n
Recognize your unique strengths\u00a0<\/b><\/h2>\n
![\"aurora](\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2022\/05\/Aurora-Hope-Pins-min-1-300x300.jpeg\")
<\/p>\nInstagram is your superpower<\/b><\/h2>\n
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