Evangelina Petrakis, a 19-year-old entrepreneur and social media influencer from New York, has achieved remarkable success by selling jewelry and leveraging the power of social media. Skipping college was a risk she took, but it turned out to be a wise decision as she found immense success through her online presence.
In this article, Evangelina shares her journey and offers valuable advice to young entrepreneurs based on her experiences.
Getting Started
Back in 2020, at the age of 16, she launched a clothing business called EP the Label. She crafted tie-dye garments by hand in her garage and sold them online. At the time, she marketed her products to her few thousand Instagram followers, and they shipped merchandise worldwide.
However, running the clothing brand was labor-intensive and hindered her ability to fully unleash her creative potential. Since she had a lifelong passion for jewelry, she made the switch in 2021 and began promoting her own designs under the new name, EP Jewels.
Since establishing the jewelry business, she has achieved $1 million in sales. Here's how she built it using social media:
Using Social Media as a Marketing Tool
During the early stages of the pandemic, she started sharing try-on hauls, styling tips, jewelry collections, and "get ready with me" videos. People began to take an interest and started following her content. Over time, her Instagram following has grown to 553 000, while her TikTok and YouTube audiences have gained 545 000 and 93 000 followers, respectively.
She consistently posts on all three platforms, featuring different pieces of jewelry in each video. She never pressures or pitches anyone to make a purchase. Instead, she simply tags all the products in her videos, including rings, necklaces, earrings, and other items from her collection, as well as things she likes from other brands.
She provides links so that her supporters can easily find and purchase the items. Rather than bombarding them with ads, she focuses on creating an honest and organic experience where they can discover and trust the products through her personal usage.
She Invests Up to 80 Hours a Week into Her Business
Sometimes she works 40 hours a week, and other times she dedicates 80 hours, as she tends to lose track of time due to her passion for what she does. She collaborates with her mother, who acts as her "momager," and employs two to three individuals to assist with day-to-day tasks.
Depending on the day, her activities range from creating social media videos, designing jewelry, liaising with manufacturers, corresponding with customers and brands, curating her Instagram feed, photographing products, and updating the brand's website.
She also organizes pop-up events at various boutiques and other locations in New York, where she helps customers select jewelry designs that complement their style.
At the end of each day, she reviews the day's sales figures, particularly those generated through their ambassador program. This program allows anyone 18 years or older to sell their brand in exchange for a commission. Occasionally, she personally selects influencers to participate in the program as well.
Overcoming Challenges as a Young Entrepreneur
Foregoing college was a significant risk she took to determine whether she could succeed as an entrepreneur. She is grateful for the support and encouragement she received from her parents, who trusted her to forge her own path. EP Jewels was launched one month before her high school graduation, and witnessing the sales numbers from the launch and the subsequent months gave her more confidence in her decision to pursue her dreams.
Her gamble paid off due to her hands-on experience, learning from what worked and what didn't. Developing videos that resonated with people and creating desirable products were crucial factors. She emphasizes that being genuine and avoiding overselling is vital, as people can easily detect inauthenticity.
Initially, some manufacturers hesitated to collaborate with her due to her age. However, by showcasing her strong support base and effective business plan, she managed to convince them of her ability to drive sales. Surprisingly, her age became an advantage as it led manufacturers to underestimate her, placing her in a stronger negotiating position and enabling her to secure better production rates.
Consistency Has Been the Cornerstone of Her Success
Maintaining a consistent presence on social media, constantly generating ideas, creating designs, and exploring different revenue streams have contributed to her growth. Sharing content across all her social platforms helps expand her following, and brands often reach out to her with collaboration opportunities. Additionally, she earns extra revenue by uploading her favorite products to various commission-based beauty programs like the Amazon Affiliate Program, ShopMy, and LTK.
Building a strong relationship with her audience is very important. People who approach her in the street or at pop-up events often express a sense of familiarity with her due to her videos, which align with her goal. She strives to interact with her followers as much as possible.
Moreover, she stays updated with the latest TikTok trends and uses them to her advantage. However, she ensures that she never compromises her authenticity. Every product she endorses, whether her own or another brand's, is something she genuinely likes and wears. While this approach may go against the mainstream at times, it allows her to be a trendsetter rather than a trend follower. She stays true to her niche by not creating TikTok videos that aren't relevant to her, such as TikTok dances.
Networking
Evangelina’s top advice for young entrepreneurs is to prioritize networking. Networking has led her to a lot of opportunities. Collaborating with social media influencer Jordyn Mannino to curate, design, and launch the EP Jewels x Jordyn Mannino Collection has had a positive impact on her brand.
Evangelina says that she always remains unapologetically true to herself, believing that it fosters trust among consumers and those she collaborates with to bring EP products to life. Staying authentic to oneself and the brand is paramount.
Finally, she emphasizes the importance of staying proactive in managing all aspects of one's business. She closely monitors her business analytics, consistently updates her product line, and always looks for new opportunities to expand and evolve.
Conclusion
Evangelina’s success story demonstrates the power of social media and the importance of staying true to oneself and one's brand. She advises young entrepreneurs to embrace networking, maintain consistency in their online presence, and constantly adapt to new trends. By prioritizing authenticity, building strong relationships with their audience, and continuously exploring opportunities, they can pave their own paths to success.
