This as-told-to essay is based on a conversation with Priyanka Murthy, the 40-year-old CEO and founder of, about the customer-engagement tactics that have helped grow her business. Insider has verified her business' revenue with documentation. The following has been edited for length and clarity.
I also thought about my target customer, and traditional marketing didn't feel like the best way to reach her, either. Our clients are warm, fun, and high-achieving women — kind of like me. I rarely make purchasing decisions, especially for higher-ticket items, from a social-media ad. But when my peer group introduces me to a brand they love, I'm more likely to buy again and again.
These events don't cost us very much — we've never spent more than $3,000 to throw one — and have been a word-of-mouth wildfire, tripling our customer acquisition.For one, the clients we're celebrating can invite all their friends for free, most of whom are professionals themselves. We never push the brand hard but always offer up some of our jewelry for everyone to wear for the evening.