Chere Di Boscio of Eluxe Magazine tells us about a sustainable luxury magazine.
Tell us about you, your career, and how you founded Eluxe Magazine.
Chere Di Boscio: After working as an editor for luxury fashion magazines in Dubai, Paris, and London, I was tired of promoting brands that I had personal ethical issues with. As a vegan, I wasn’t comfortable promoting fur and leather. Nonetheless, I still appreciated the high quality and had a good eye for luxury, so I looked for a sustainable luxury magazine to edit. Finding none, I created my own. And so Eluxe Magazine was born.
Do you have small habits that made a meaningful impact on your life and business?
Chere Di Boscio: Small habits, no. Overall habits, yes – long working hours, mainly!
How does Eluxe Magazine market its product/services online?
Chere Di Boscio: We actually only use social media. I find that Pinterest is by far the best marketing tool for my brand. The images we publish give our readership a good idea of our aesthetic and what we stand for.
What specific tools, software, and management skills are you using to manage your online marketing?
Chere Di Boscio: I tend to turn to Niel Patel’s website quite a lot. We also use Hootsuite.
What is your hiring policy/process, and how do you retain your employees?
Chere Di Boscio: I’ve had the same five employees since the magazine launched. We just all immediately gelled! I think it’s important to hire staff you personally like.
How are you funding your growth?
Chere Di Boscio: Eluxe is and has always been self-funded.
Who are your competitors? And how do you plan to stay in the game?
Chere Di Boscio: My main competitor is The Good Trade. I really can’t compete with them, though, since they’ve received quite a lot in terms of financing in order to build a large team. I’m quite happy staying the size I am, and since I’m not beholden to any investors, I feel no pressure to grow.
Tell us a customer success story of yours.
Chere Di Boscio: I met a woman called Harvinder in London. She was about to launch a natural hair dye brand. I suggested we work together. I promoted her brand in one of our top-rated articles, The Best Natural & Organic Hair Dyes. She received so many orders from the article that she asked if we could partner up again. I then started carrying her products in my online shop, Eluxe Exclusives. They’re now a best seller.
Your final thoughts.
Chere Di Boscio: My personal take on business is to be as independent as possible. I’ve worked for magazines with Boards of Directors before, and there’s just not the same kind of editorial freedom. I much prefer to publish what I want, grow at my own pace, and never feel pressured to do otherwise.