Alexa Martha Designs, founded by a passionate jewelry designer, stands out with its unique subscription box model, offering meticulously handcrafted artisan jewelry. Born into a German jewelry-making family, Alexa brought her heritage and passion for metal and gemstones to Montana, launching her online business in 2015.

Her business model is multifaceted, aiming to spark interest in her new jewelry line, reintroduce customers to the true meaning of artisan-made, and provide an emotional connection through beautiful and unique pieces.

Her designs have been worn by celebrities, and her products are available on over 320 retailer e-commerce websites, with her subscription box being a standout offering. Alexa's approach to maintaining high standards, continuous design inspiration, and strategies for subscriber retention highlight her dedication and commitment to her craft. Her business offers insights and lessons for anyone looking to launch a subscription service for physical products​

Questions about being a successful provider on Subkit:

Chris: You have a unique business model featuring a subscription box service for artisan jewelry. What motivated you to choose this model for your business, and how has it contributed to your success?

Alexa: My Subscription Box MY <3 2U is actually based on a fourfold approach. I am a jewelry designer who designs for a purpose with great given passion. So I came up with a cool type of super unique and stylish earring hoops featuring a unique type of long ear wires which allows the wearer to insert these earrings without the use of a mirror and even with eyes closed. The earrings are ergonomically shaped and therefore protect your ears when being pulled by little kids or grandkids. That’s the first approach to using this subscription to spark an interest in my new jewelry line. The second approach is to get the subscriber reintroduced to what artisan-made really means. I Make them fall in love with my jewelry. The third approach is the emotional state of the consumer, and that’s why each pair of Open Hoops Earrings has beautiful charms with genuine Maui Volcanic Lava Rock added for use with all essential oils or perfumes. The fourth approach is that each monthly subscription box features my love for Swarovski crystals in different shapes in Monthly colored birthstones.

Chris: Can you tell us more about how you have used social media platforms like Facebook, Instagram, and Pinterest to market your subscription plans? I also have a subscription landing page on my website, which leads to my subscription to Subkit.

Alexa: For each new monthly subscription box, I make and assemble how the box looks when it's freshly opened. I make sure I have certain things hidden, coupon codes. I make FB stories and cross-post to IG. I post from my website to Pinterest. I ask my friends to share. I make Youtube videos of each box and share that on my website.

Chris: How do you ensure that your products maintain a high standard of quality, especially considering the unique handmade nature of your jewelry?

Alexa: This is just part of my mission to ensure that my products stand out not only in design but because of impeccable craftsmanship. I make each pair of earrings piece by piece, I decorate each box by box. No two boxes are completely the same. I also went to other box places and checked out other boxes of your partner, what made them pop, and used that to stand out even more.

Chris: As an artisan, how do you continuously come up with new designs for your jewelry to keep your subscription offerings fresh and interesting for your subscribers?

Alexa: I don’t come up with anything. The ideas just come into my head through inspiration. I can have just a conversation with someone. A person is walking by. She is wearing a necklace I am glancing at it…and the next design is inspired. 

Chris: Can you share some strategies you use to retain your subscribers and ensure they continue their subscription month after month?

Alexa: I make sure they are blown away when they open the box, and I include coupon codes only available to subscribers. I make the earrings unavailable for sale, so they are really special and only available to my box subscribers. I limit the number of subscribers to 25 so I can assure them they are getting the best month after month. I also encourage them to leave reviews, and I have received multiple 5-star reviews on my website, which shows me my subscribers are beyond happy and satisfied.

Chris: Your subscription boxes include special coupons and other tokens of love. How did you come up with this idea, and how have these additional elements helped enhance the value of your subscription boxes?

Alexa: The special treats that I include in each box are special, and I want my subscribers to know that.

Chris: How do you manage the logistics of delivering your subscription boxes to your subscribers every month? Have you faced any challenges in this area, and how have you overcome them?

Alexa: Before I started putting my subscription up, I first calculated the entire cost of the box, including shipping, because that’s Free to subscribers and the extras.  I divided the number of boxes with the number of subscriptions. So I had the cost for one entire box. I bought in bulk, and also some of the inserts that are staying the same. I designed the label and had it made as well. I design the coupons on a program and print them out on shiny card stock.  

Chris: What are some key lessons you've learned from running your subscription business that you think other providers who offer physical products, sessions, and content offerings could benefit from?

Alexa: Don’t go head over heels for a collab. Take your time, and think about the products that would be together in a box. Think about the time, costs, and how it would get there. Evaluate your communications correctly. Sometimes you have to read between the lines. Accept input and critique from others. Be willing to change things to accommodate. Be completely honest in your expectations and doubts.

Questions about collaborations:

Chris: Are there any artisans, businesses, or influencers you'd like to collaborate with in the future? Why?

Alexa: I would like to collab with a company that does essential oil samples. I think that would go together really well and that would be my approach to my subscription.

Chris: How do you think collaborations could benefit your business, and what would you be looking to achieve from such partnerships?

Alexa: A collaboration with another business can potentially open doors to a newfound customer base, which in return increases my web presence and my revenue as well. Partners in collabs market each other's products or their websites, when they blog or share on Social Media. 

Questions about the challenges of working in e-commerce:

Chris: In the original article, you mentioned that one of the challenges of an online-only business is that you have no face. How have you worked around this challenge to build trust with your customers?

Alexa: This is a really good question, I think one way that I am achieving this on my website is live-like photography. Giving my customers a view into my life in pictures.

Chris: You also mentioned that the jewelry market is flooded by mass-produced jewelry from big companies. How do you differentiate your products and make them stand out in such a crowded market?

Alexa: I like to Blog in my free time and share my thoughts and knowledge with others. One of my website landing pages is the blog page about What is True Artisan Jewelry? On my Blog pages, I post unique pieces of my jewelry in closeup to draw the visitor deeper into the site.

Guidance-focused questions:

Chris: Looking back, what are some things you wish you had known when you first started your business?

Alexa: At first, I was way too gullible and believed everybody was good and wanted to help me along in business and got scammed out of several $1000s. Don’t believe everything anybody tells you. Especially when it sounds good or too good. Ding ding ding, alarm bells should ring loudly. So be aware-trust no one -verify first

Chris: What are your future plans for Alexa Martha Designs? Are there any new offerings or projects in the pipeline that you can share with us?

Alexa: The next step in Alexa Martha Designs' future is setting up a system of Passive income, which I will achieve by teaching jewelry-making techniques through tutorial-type videos online. I am still looking for the right platform to teach from on my website.

Chris: Finally, what advice would you give to other artisans who are looking to start a subscription-based business?

Alexa: Have more than one good reason to do it. Make sure you calculate the costs for a box, do the multiplications, and include Free Shipping. Don’t just get into the money, but use it to spotlight your products or some of them, Like I am doing. Don’t give up when you lose subscribers. All good things take time to grow. 

Wrapping up

Alexa's business is a testament to the power of passion, craftsmanship, and creative business modeling. Her subscription box service serves as a unique way to showcase her artisan jewelry while also adding value through special coupons and tokens of love. She successfully combats challenges unique to online businesses and a crowded jewelry market through engaging social media marketing, exceptional quality, and leveraging her unique background and skill set.

Alexa's future plans include setting up a passive income system through tutorial-type videos, further expanding her business, and sharing her skills. For artisans considering a subscription-based business, Alexa's journey offers valuable advice: calculate costs carefully, spotlight your products, and never give up

Connect with Alexa:

Subkit: https://alexamarthadesigns.subkit.com/

Website: https://alexamarthadesigns.com/ Facebook: https://www.facebook.com/alexamarthadesigns Instagram: https://www.instagram.com/alexamarthadesigns LinkedIn: https://linkedin.com/in/alexamarthadesigns

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