This is week 1 of our Black Label Experience series, where we will be posting a behind the scenes view of our Black Label line over the coming weeks. View all the posts here.
It's hard to believe, but we are already coming up on a month since the Black Label collection launched. The weeks leading up to and following the launch were a whirlwind for us. After close to 2 years of product development and countless hours spent on the web site, photography, packaging, and branding for Black Label, it was finally live! Even though we were completely confident in the products, it was still a little nerve-racking to finally "put it out there" for the first time.
The week leading up to the official launch was spent teasing and promoting the new collection. Right off the bat I think the hard work we had put into this project was very apparent to those that saw it. The macro photographs we used as teasers perfectly captured the intricate detail of each product. Even with only teasers to go on, the response was immediately very positive and supportive. This was new ground for us, and we were thrilled to see our customers and followers get excited about a new C&B venture.
On launch day, we watched closely in excitement as traffic picked up on the web site. At the peak, our concurrent users on the web site reached 25-40x the normal rate. People came to see what all the excitement was about. We stayed very late that day to ensure everyone that ordered on launch day received their brand new Black Label products as soon as possible. In the days following, it was an amazing feeling seeing people unboxing and enjoying their new Black Label straps and rolls, as shared with us on social media and by email. Receiving positive feedback, especially when the customers were now wearing and enjoying their new straps, really meant to world to all of us.
Black Label would not have been possible without you -- our follower, customer, supporter, friend. No matter how big or small, all of the support we have received over the years has helped us reach milestones like our American Made and Black Label collections. Thank you, sincerely, for supporting us. We are grateful and blessed to be able to do what we love.
Sincerely,
-Thomas
