Katya Ananieva of She’s Unique shares the impact blogging had on her success and what’s next for the popular jewelry shop.
Blogging is much more than taking a pretty picture. Just ask Katya Ananieva who used years of experience with the popular site Spicy Candy D.C. (co-founded with Carlis Sanchez) to purchase and manage the successful Old Town Alexandria jewelry boutique She’s Unique a little over two years ago. “The importance of blogging, social media and just being a more educated buyer because you follow the brands and personalities—it’s all interrelated in a way.”
The past couple of years have been a deliberate time of transformation for the store. With a full remodeling of the interior, Ananieva shifted the focus to mostly U.S-based independent designers that she discovers by researching, noting what popular bloggers are wearing and attending smaller market shows. “I had some reservations, but I started small. The first year was about getting to know my customers. Adding that product little by little and watching the responses,” she says.
Now, She’s Unique is known for its focus on minimalism and everyday layering—the idea that each piece can build upon each other to form a collection—a concept that has made the store a trendy shopping destination for customers all over the area. The rise in popularity and designers vying for features has proven to be challenging with a smaller space.
“I would want to carry more and showcase more,” she says. “[Because of this] I kind of try to do a different designer every season.” While customers should not expect a move to a larger location, they can expect Ananieva to branch outside of jewelry with a similar location that remains true to her signature brand in the future. –Angela Bobo
(October 2014)