Australian influencer Steph Claire Smith has launched her own line of sunglasses, Soda Shades.
Prior to the launch, the brand managed to generate a waitlist of 5000 customers worldwide.
Smith and her partner Josh Miller used their own Instagram profiles to generate buzz around the brand while also setting up 25 international phone numbers to communicate with customers.
Customers could text the relevant number to their country and receive personalised text message updates regarding each product.
Smith expressed her excitement over the launch and noted some of the more surprising locations the brand was generating interest from.
"I didn't know how widely spread my audience was. We were able to manage 25 different phone numbers to communicate with our worldly audience."
Locations included Panama, Cyprus, Chile and Peru. Three styles were released as part of the launch, with the Marilyn the best selling to date.