For Shera Rowley, owner of 7degrees, fashion is more than just her business. With her brand of figure-flattering hoodies, she has created a company whose mission is to, “Celebrate the unique worth in every woman and embrace all curves with designs that inspire body confidence.” And so far, her customers have responded by embracing her right back.
“We have a really huge following of repeat customers,” says Shera. “We’re not a one-and-done kind of company and our return customer rate is about 59% within the first 180 days which is huge.”
Part of what keeps them coming back for more of course is the look, fit, and feel of the hoodies but as Shera explains, there’s also a standard of quality, both in the materials and in the customer care, that people have come to rely on.
“We’re not fast fashion and we don’t make a cheap product,” she says. “Women who have been with us from the beginning trust us—we serve our customers first and we make things women feel good wearing.”
One example of how she builds trust in her community is by sending Thank You postcards. Once a customer has placed a second order, Shera sends a handwritten card, separate from their order and free of sales pitches, just to say thanks for being part of the 7degrees family.
“Obviously, if they’re buying a second time, they like the product, so we want to say thanks and we love that you’re a part of our brand,” she explains. “We want them to know they’re more than just customers and we’re thinking of them.”
Her personal approach to customer service can also be seen in text messages, newsletters, and social media, which has grown since 2017 to include 8300 followers on Instagram and Facebook and almost 9K followers on TikTok.
“Whenever customers comment on posts, I say ‘Thanks for being a part of our family,’ because we have this community and this following and these people who actually read our emails and reply back to our text messages, so it’s not just a transaction,” explains Shera.
Through the connection she has developed with her customers, Shera has also been able to gain feedback which keeps them engaged and helps her deliver products they love.
“I send out newsletters constantly asking people what do you want to see, and we started to develop new designs based on requests and we do colors based on requests, so we really involve our customers, whether through social media or through email, to be part of our family.”
Through personal touches, thoughtful engagement, and a dedication to quality, Shera Rowley has built more than just a clothing brand—she has cultivated a loyal and thriving community. And as she continues to nurture these relationships, her brand’s future looks just as warm and inviting as the hoodies she designs.
