All prices in USD
  • Avg. revenue /month
    $5,294
  • Avg. sessions /month9,545
  • Avg. profit /month
    $4,783
  • Inventory value
    $5,000

Business Story

Why this business was started

Gentle No More is an independent Singapore accessory label that gained global interest for its trend-bending idea of having a flower that blooms within a piece of jewelry in the shape of a bullet. The label emerged in 2014 as a personal hobby—inspired by the statement "Make Love, Not War" when the topic of gun violence terrorized the minds of many. Our living bullet concept has reinvigorated the market and breathed new life into traditionally dull and static jewelry collections. All designs are professionally done and are exclusive to the brand. You will have access to all designs and we will also continue to be readily available to design for your future collections.

As a duo of a Product Designer and a Fine Artist, we seek to translate meaningful stories into wearable items by merging the aspects of product design and fine arts into jewelry production. All designs from Gentle No More are meticulously handcrafted by a team of Singapore artisans who have undergone specific training to create such delicate procedures. Under the strain of COVID-19, we had to make an important decision to rebrand in early 2021 to move towards a more sustainable business model while simultaneously allowing more creative freedom in experimental projects and this has been proven to be a huge success.

The reason of selling this business

It's time to move on and focus our efforts onto something new.

The brand started in our bedroom in 2014 and, honestly, didn’t think it would go far. The necklaces were really only made for ourselves and some friends. Eventually and gratefully, more people became interested in them and this snowballed into the strong international fanbase/community we have today. We were quickly picked up by various publications such as Vogue, Britain GQ and more which catapulted us forward even further.

At the moment, 95% of our customers are from the US. We established a deal with DHL Express for the lowest possible shipping rate for the customers, but this still consumed 33% of our revenue. We strongly believe the new owner (situated in or close to the US) will have the greater advantage to trim the shipping costs and increase the profit margin tremendously. A Comparison Projection for the year of 2022 has been put together for your reference and can be shared upon request.

I’ve just reached 30 years old this year, and this means I’ve spent close to a quarter of my life with this brand. This might be an Asian thing, but 30 years old is the time for me to be more focused with my career and family. I’m currently involved with 2 other businesses that are more personal to myself, and have already decided to let this business go at the start of 2021, regardless of how well the brand grows. I am just glad to have been able to elevate the brand to a much better position than it was in 2020 before transferring the ownership to someone who will be able to make better use of the brand. It was definitely not an easy decision to make, especially when I’m tempted to continue the brand while it’s doing so well.

What's involved in running this business

The main collection is no one-hit-wonder, but a product of stable and continuous sale. It was recently upgraded and improved, making it much more durable than before. This collection was released a few years ago and has since become the iconic design for the brand. A smaller variation to the design was introduced this year with the first batch sold out within days of release, subsequently pushing the usual making time from 1 week to 8 weeks. We expanded our team of crafters to cope with the demand and successfully shortened it to 4 weeks.

The products can be supplied to the new owner as ready goods. We’ll be happy to maintain the cost of goods equal to the cost of materials and labor at the moment without any additional markups or profit for ourselves. The current production team has been built through a good amount of time and effort to ensure a straightforward manufacturing that we are confident in supporting.

We are currently in the midst of preparing the release of another variation to the main collection, this is certain to invite an extensive amount of returning customers as well as to attract a considerable number of new customers.

The orders are fulfilled on a weekly basis. A single person will take an average of 6 hours to get the orders packed.

Daily, an average of 15-30 minutes are spent replying to emails, Instagram DMs and comments. Another 10-30 minutes for checking Facebook Ads. In the first week of each month, an hour or two is set aside to plan email marketing campaigns, a handful of useful tools for copywriting will be readily available for you as well.

Everything is pretty straightforward at this point and I’m sure it’ll be manageable for the new owner.

This business was founded: about 7 years ago
Time to run this business: approximately 16 hours per week

Traffic and Performance

  • Avg. revenue /month
    $5,294
    Verified
  • Avg. sessions /month9,545Verified
  • Avg. profit /month
    $4,783
  • Inventory value
    $5,000
  • Profit Margin36%
  • Avg. sales /month500
Other details about profit: The average profit per month from Shopify is inaccurate because it pulled in data from years ago when we were not entirely focused on B2C business. The correct average profit is $20,000 monthly. The brand is also stocked with several multi-label companies/curated shops via wholesales, selling directly to South Korea, Australia and Singapore markets and this accounts for additional 10-15% monthly revenue. It isn’t much but still a good extra padding to monthly revenue without doing too much.
Last 7 years revenue
  • $439,407
  • Revenue data comes directly from Shopify and cannot be edited by the seller
    Last 7 years traffic
  • 792,275Visits
  • Traffic data comes directly from Shopify and cannot be edited by the seller

    Expenses

    • Shopify plan
      $69
      /month
    • Inventory warehouse
      $1
      /month
    • Domain
      $20
      /year
    • Google Workspace
      $8
      /month
    • Facebook Advertising
      $7,000
      /month
    • Mailchimp
      $200
      /month

    Sale Includes

    • Physical inventory

    • Logo and branding assets

      All brand assets including logo, fonts, banner images, social media photos and more will be transferred via Google Drive.
    • Personal support after sale

      Full support will be provided in the first 4 weeks. We can organize a call over Google Meet/Zoom on a weekly basis and we will guide you through the daily operation, Facebook ads, email marketing, Shopify configuration, order fulfillment, customer service emails. The brand is important to us even after sales, so we are more than happy to provide as much support as we can. Be it needing some advice on the ads, wanting to release new designs or requiring new visuals for the products, let us know, we’ll be around.
    • Domain

    • Product photos

      All product images including concept photos with agency models, behind the scenes, standard white bg photos, Instagram photos and more will be transferred via Google Drive. All Shopify images are web-optimized to ensure fast online store loading speed.
    • Social media

      Total followers35,900subscribers
    • Suppliers

      Absolutely, we are here to support. Everything will be communicated with high transparency.
    • Mailing List

      14,000subscribers

    Seller‘s Advice

    How to grow this business

    This store has already established a strong branding – our customers trust it, engage with it, and come back again over time to buy from us. The returning customer rate has increased to 13% over the last 3 months and continues to increase. The average order value has also increased from $70 to $100. This shows how strong the branding has become and will continue to be an asset for many years to come. The store is making an average of $20,000 Net Profit every month and is expected to increase in 2022.

    We have also conducted a substantial amount of A/B testing on Facebook Advertising, and secured several perfect ad copies/visuals that allow us to achieve constant 3-5x ROAS on normal days and 7-8x ROAS during Sales. More than $100k has been spent in the last 12 months, which is a valuable amount of data to catapult the new owner further from where we stand at the moment. Like many other online businesses, the business was hit by the iOS14.5 update in March, where we had decided to take a step back to analyze the constantly-changing data instead of spending on ads blindly. Fortunately, we succeeded in turning things around and discovered several solid campaigns that remain consistent until today and have since scaled up multiple times.

    A newsletter is usually scheduled on a weekly basis and they are able to fetch an additional $4-$5k from each email campaign.

    To grow the store over the next 5 years, we recommend including Google Ads into your arsenal of marketing tools. From the existing preliminary data, with a small sum of $1000 monthly, the ATC can be potentially increased by another 3-4% which equals to an additional revenue of $4-$5k every month.

    We can also look into ways to bring more value to the current community. Some examples include creating a membership system which encourages customers to return for more purchases – leveraging on the advantage of the low cost of goods for customers to redeem certain products for free when they hit certain milestones. We do have some ideas in mind and will be more than happy to share if you are keen to have this onboard.

    More importantly, we highly recommend to continue scaling the Facebook Ads. Truthfully, our ad spend each month is considered on the lower side of the industry average. That said, our campaigns have favorable results with an average CTR of 3% and CPM of $5. We will aim to scale the ad spend by 15% each week until it reaches at least $2k for daily ad spend (which theoretically means an additional $8k revenue daily).

    This business does not require a big team to run, but it has a huge market to tap into.

    Skills to have

    Facebook marketing will be the primary skill, followed by email marketing. Templates will be provided for existing winning Facebook campaigns, emails and guidance for the new owner to ensure a fuss-free transition. Email flows are also automated and well-designed, so you can be assured of a great customer experience.

    Share

    JN
    Jaren N.Current store owner
    I am a passionate entrepreneur in the Design Industry with over 10 years of experience in digital businesses. I am ready to embark on a new journey, and therefore selling the business in order to focus on other projects that I am currently involved in. To ensure a smooth transfer for the new owner, I’d like to get involved in the handover as much as I can.

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