It’s incredibly satisfying to get a peek into the lives of the world’s most glamorous people. So, perhaps it’s unsurprising that a company built around doing just that has seen is revenue double for the past two consecutive years.
In 2011, the luxury publication Coveteur launched as an inside view of the lives of inspirational people in the fashion and beauty industry.
It was started by co-founders Jake Rosenberg and Stephanie Mark as a passion project.
However, CEO Warren Webster told Business Insider he has seen the number of staff triple in the two years he’s been at the company.
Webster started his career in magazine and newspaper publishing, then along with a small team started digital local news site Patch.com, where he remained for six years. After that, he got the opportunity to relaunch Gwyneth Paltrow’s lifestyle brand Goop, which was moving from its base in London to go back to the US.
He was hired by Coveteur as CEO in 2015.
During his career, Webster has played integral roles in companies in a range of different industries, both in the fast-paced start-up world and the more established corporate world — but it’s the growth stage of companies that he really loves.
“I really enjoy the stage of the company where you’re really trying to figure it out and you’re working with a small group, and every decision that you make you see instant results, whether good or bad, and you can adjust very quickly and be very nimble,” he told Business Insider.
“You’re very close to your customers and you’re very close to the marketplace and how it’s working, and growing a company that way and seeing it take off is incredibly rewarding.”
Along with his time working for start-ups, Business Insider spoke to Webster about what he has learned working int he world of luxury fashion — and what advice he would give to someone wanting to break into the industry.
Here are his five pieces of advice.
1. Surround yourself with the best people you possibly can.
Webster says that his team at Coveteur is what makes the company do well, and for that reason he is meticulous about hiring. He learned the importance of hiring good people when he was starting up Patch.com, and had to hire a lot of staff very quickly.
“You really want to take the time to hire well,” Webster said. “To look for the skill-set but also the cultural fit — that’s really important.”
Webster also said that it was important for him to have mentors in the community or industry who had been down a lot of the same paths he knew he would go down.
“Don’t be afraid to ask questions, and don’t feel like you have to know everything yourself,” he said.
2. Know what makes you different.
Webster said that part of Coveteur’s success is due to the fact it’s in its own niche. It struck a chord with the market by giving readers an inside peek into the lives of fashion and style icons, before Instagram and Twitter really took off. He says because of this, the company doesn’t consider itself competitive to most other lifestyle, fashion, and beauty magazines that cover the same things.
“That sort of insider and approachable view of luxury, and having an intimate look at fashion, has stuck with Coveteur,” he said. “And now we have expanded into the way we present beauty, fitness, health and wellness, travel and other lifestyle categories — so having that voice and that insider approach has really put Coveteur in its own category. We have a sort of unique spin on it.”
3. Pay attention to your social media.
If you’re looking to get into the fashion publishing world, Webster says it’s really important you show that via your Instagram, Twitter, and other social media accounts. Coveteur has 1.1 million Instagram followers.
“In the luxury space, we look for people who really live and breathe the world that we’re talking about and touching upon,” he said. “Attending events and creating their own brand, either through social media or a blog, is a great first step to getting noticed and getting people excited about you being a part of their organisation.”
4. Get things out the door quickly.
It’s tempting to make a product or a feature perfect before it goes out, Webster says, but this is actually a mistake.
“Getting it 80% of the way there and getting it out the door, you’ll learn so much more much more quickly,” he said. “It could take forever to get something absolutely perfect, but if you get it out the door you’ll learn so much more about whether the market is ready for it or if it’s working.”
5. Know yourself.
Something that’s really important in any industry is knowing what you’re good at and what you enjoy. For example, Webster found out early on that he enjoyed the growth stage of a company, when everything is fast-paced and no two days are the same.
“If you’re not the type of person who wants to be in a big corporation, that’s a good thing to know,” he said. “Steer yourself, and steer your career, to where you’ll be most effective, and every day is fun for you.”