In this op-ed, retail entrepreneur Rebecca Klodinsky shares the tried and true methods of scaling fashion brands without big marketing budgets.
When I started IIXIIST, I had $2,000 in my bank account and zero experience running a business. No investors, no marketing budget, no connections – just an idea, a product, and the drive to make it work.
Fast forward to today, and I’m now in fine jewellery with The Prestwick Place, another brand I’ve built from the ground up - without big ad spends or financial backers. Most brands don’t have the luxury of throwing cash at marketing experiments, and honestly, they don’t need to. Growth isn’t about spending more – it’s about playing the game smarter.
1. Own Your Niche – Go Deep, Not Wide
A lean budget means precision matters. Instead of trying to appeal to everyone, go all in on a specific audience and understand them inside out.
With IIXIIST, I focused on fashion-forward, digital-first women who wanted minimalist, trend-driven swimwear at an affordable price. That level of clarity meant no money was wasted on irrelevant marketing. With The Prestwick Place, I’ve done the same – targeting conscious consumers who care about ethical sourcing, transparent pricing, and lab-grown diamonds over inflated markups.
A clear, well-defined niche means every marketing dollar works harder and customers connect with the brand faster.
2. Let Customers Do the Talking
A strong customer base can be your best marketing team, and it costs nothing. At The Prestwick Place, 75 per cent of checkouts come directly from Instagram - not because of influencers, but because of direct engagement. I answer DMs, reply to comments, and talk to my audience without the middleman.
The result? They trust the brand before they even visit the website! A happy customer is more valuable than any paid post. People trust people, not ads.
3. Social Media is Free If You Use It Properly
Most brands see social media as a one-way marketing tool when it should be a conversation. Instead of just posting polished product photos, I built both of my businesses by treating social media like a direct line to my customers.
With IIXIIST, Instagram wasn’t just a sales channel – it was customer service, community building, and brand storytelling in one. At The Prestwick Place, I double down on education and transparency, explaining why traditional diamonds are overpriced and ethically questionable.
People engage because they’re learning something valuable – not just being sold to. Showing up consistently, sharing real insights, and speaking directly to customers builds an audience that buys, stays, and spreads the word.
4. Sell Your Story
A good product isn’t enough. Customers care about what a brand stands for. When I launched The Prestwick Place, I knew I wasn’t just selling jewellery – I was challenging an industry. The diamond market has been built on inflated pricing, unethical sourcing, and outdated marketing tactics, and I wasn’t interested in playing by those rules. At The Prestwick Place our business model is based on 100 per cent lab-grown stones, transparent pricing, and made-to-order craftsmanship.
This clear story has been a major driver of growth. Customers aren’t just buying jewellery; they’re buying into a movement that aligns with their values.
5. Every Customer Counts
Retaining a loyal customer is cheaper than constantly acquiring new ones. Businesses pouring money into paid ads should focus first on delivering an exceptional customer experience – one that turns buyers into repeat customers and brand advocates.
At The Prestwick Place, our customer retention rate jumped from 80 per cent to 89 per cent in one year by prioritising service over sales tactics. From lifetime jewellery cleaning to seamless purchasing experiences, everything is designed to keep customers coming back.
A high-retention business is far more sustainable than one that constantly needs to replace lost customers.
The Bottom Line
Scaling a business isn’t about who spends the most – it’s about who plays the smartest game. Own your niche. Focus on a specific audience and speak directly to them. Let your customers be your best marketers. Word-of-mouth beats any paid campaign. Use social media properly. Treat it as a conversation, not just a sales tool. Sell a movement, not just a product. Give customers a reason to connect.
Prioritise retention over acquisition. Happy customers bring more value than ad spend ever will.