Ashna Ruia’s LehLah revolutionizes fashion-tech by seamlessly connecting online inspiration with real-world fashion. This platform, born from Ruia’s personal quest for accessible fashion, simplifies shopping and empowers creators to monetize their influence. With strategic collaborations like that with Athiya Shetty, LehLah champions authenticity and innovation in social commerce. Despite challenges, Ruia’s vision propels LehLah forward, focusing on user-friendly enhancements and expanding partnerships to elevate the consumer experience in the ever-evolving digital marketplace.
What inspired you to create LehLah, and how did your personal experiences influence its development?
The spark that led to the creation of LehLah ignited during my visit to the US Open final in New York, where I witnessed the impeccable style of my favorite tennis player. She posted a picture on Instagram; they were a pair of sunglasses, and they caught my eye. I tried to reach out, but my attempts went unanswered, which left me disheartened.
This frustration persisted during a trip to London, where the search of those sunglasses involved extensive efforts, even consulting staff at Selfridges. These experiences highlighted the gap between inspiration from admired figures and the actual purchase, especially in the world of creators on platforms like Instagram, Pinterest, and YouTube.
Motivated by this, I created LehLah to bridge that gap, offering a seamless integration between inspiration and purchase based on personal experiences and the need for a simpler solution.
Can you elaborate on the unique features of LehLah that differentiate it from other fashion-tech platforms?
LehLah stands out in the fashion-tech space through its unique features that prioritize both creators and users. Unlike other platforms, LehLah not only simplifies the shopping process but also empowers content creators to monetize their efforts. Collaborating with creators, we integrate specially generated LehLah links into their posts, directing users to a dedicated page displaying all the product details featured in the influencer’s post, spanning categories such as clothing, accessories, and beauty. The next step involves users selecting their desired items and being redirected to our partner websites, including reputable e-commerce platforms like Myntra, Shoppers Stop, and Westside.
Crucially, once users click on an item and complete the purchase, our trusted partners take charge of the fulfillment and delivery process, ensuring timely and careful order delivery. Our involvement in the customer journey extends up to the point of purchase, with the brand seamlessly taking over thereafter.
The ecosystem ensures a win-win, enhancing brand sales, providing users with a convenient shopping experience, and offering creators a chance to monetize their influence. LehLah uniquely transforms the dynamics of social commerce, making it a trusted and rewarding space for all involved.
What motivated the decision to collaborate with Athiya Shetty, and how do you believe her influence aligns with LehLah’s vision?
The decision to collaborate with Athiya Shetty was due to her youthful, vibrant, and authentic personality. Athiya, an admired figure in the fashion realm, perfectly embodies LehLah’s essence with her celebrated style and genuine authenticity. This collaboration marks a transformative moment for LehLah, strategically aligning with our brand’s vision. It’s more than a marketing move; it’s a harmonious blend of Athiya’s genuine fashion influence and LehLah’s mission to empower creators. Together, we aim to simplify the shopping experience, allowing users to effortlessly shop for items recommended by their favorite creators. This strategic alliance not only elevates LehLah’s visibility but also solidifies our presence in the competitive fashion-tech market. We anticipate that Athiya Shetty’s association will contribute significantly to LehLah’s growth and resonate with users seeking authenticity in their shopping journey.
How does the collaboration with Athiya Shetty help in engaging your target audience, especially considering her strong following in the fashion community?
The collaboration with Athiya Shetty plays a pivotal role in engaging our target audience, particularly given her substantial following in the fashion community. Athiya, known for her influential presence and style, serves as a relatable figure for our audience. Her strong following brings an added layer of authenticity to LehLah, capturing the attention of fashion enthusiasts.
By associating with Athiya Shetty, we tap into her established fan base, drawing attention to LehLah and creating a bridge between her fashion choices and the platform. This collaboration not only enhances our visibility but also provides a valuable connection with fashion-forward individuals who look up to Athiya for style inspiration. Ultimately, it contributes significantly to engaging our target audience and fostering a sense of community within the fashion community.
How do you envision LehLah transforming the landscape of social commerce and influencing consumer behavior?
LehLah aims to transform the social commerce landscape by redefining the way consumers engage with content and make purchases. Our unique approach, bridging the gap between creators and consumers through specially generated links, simplifies the shopping journey. By directly connecting users with their favorite creators, LehLah fosters a sense of community, making shopping not just a transaction but an engaging experience.
This transformative model influences consumer behavior by promoting authenticity, convenience, and a direct link between inspiration and action. The platform encourages users to make informed and inspired purchases, guided by the creators they admire. Ultimately, LehLah strives to redefine how users engage with content and make purchases, creating a dynamic social commerce ecosystem that aligns with evolving consumer expectations.
LehLah emphasizes empowering creators. How does the platform ensure that creators can effectively monetize their content?
LehLah actively supports and cultivates its network of content creators, with a particular focus on micro- and nano-creators. Recognizing the effort invested in crafting organic content, the platform facilitates the monetization of such content, often overlooked initially. Creators enjoy flexibility by posting content on both Instagram and the LehLah app. To unlock commissions, they share content on LehLah using unique links generated on the app. These links, deployable anywhere, enable creators to earn commissions on resulting sales—a distinctive feature that sets LehLah apart. This exclusive monetization avenue is particularly beneficial for smaller creators, offering them a means to sustain income and foster creativity, especially during the initial stages.
The strategy focuses on facilitating the monetization of organic content, addressing the challenge where creators invest time and effort without immediate compensation. By incorporating exclusive links into their curated looks, creators have the potential to generate significant income, especially if their content gains viral traction, reaching a broader audience. LehLah’s commitment to empowering creators, regardless of their size, enables them to sustain income and thrive creatively, especially during the initial stages when securing sponsorships can be challenging.
What were some of the biggest challenges you faced while developing LehLah, and how did you overcome them?
Navigating the creation of LehLah came with its fair share of challenges. We had to weave together a seamless platform that unites creators, brands, and users, all while deciphering the unique dynamics of social commerce. Crafting an experience that’s user-friendly was no small feat.
To tackle these hurdles, we delved deep into market research, engaging closely with our audience to truly grasp their preferences and pain points. It was all about iterative testing and embracing feedback loops to refine the platform’s design and functionality. Forming good partnerships with creators and brands was also key, creating a trustworthy haven for shopping with ease.
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Our journey has been all about commitment to constant improvement, staying agile to adapt to the evolving needs of our users. In overcoming these challenges, LehLah has emerged as a platform that speaks to the ever-changing world of social commerce.
Are there any upcoming features or partnerships that users can look forward to in the near future?
LehLah is strategically intensifying partnerships both in the marketplace and the direct-to-consumer (D2C) space, ensuring users have access to a diverse array of high-quality products across styles, trends, and categories.
Furthermore, the platform is aggressively expanding its creator network, currently at 1,000, to enhance the shopping experience. Collaboration with creators and content creators from diverse backgrounds aims to showcase a broad spectrum of products, meeting varied user preferences.
LehLah’s commitment to growth involves the continuous expansion of the creator network. The belief is that more partnerships with creators and content creators will enhance the shopping discovery experience. The platform is also investing in advanced algorithms for personalized shopping recommendations, tailoring the user journey based on individual preferences, behaviors, and trends
How does LehLah enhance the shopping experience for consumers, particularly in terms of convenience and discovery?
LehLah redefines the shopping experience by seamlessly blending convenience and discovery into every facet of the consumer journey. Positioned as a clutter-free platform dedicated solely to fashion and beauty, LehLah ensures a streamlined experience devoid of unrelated categories or intrusive advertisements.
Through diverse collaborations with creators spanning various social media platforms, LehLah delivers curated and authentic content directly to consumers’ fingertips. This content features products showcased by influencers, which users can shop directly through affiliate links embedded within the content. By eliminating the need for users to search for products separately, LehLah saves them valuable time.
These affiliate links seamlessly redirect users to trusted partner websites such as Myntra, Shoppers Stop, and Westside, facilitating a seamless transition from browsing to checkout. Moreover, by entrusting fulfillment and delivery to established partners, LehLah guarantees prompt and reliable service, bolstering customer satisfaction and loyalty.
This mutually beneficial ecosystem not only drives increased sales for partnered brands but also offers customers a convenient avenue to shop through their favorite creators. With its clutter-free interface and exclusive focus on fashion and beauty, LehLah provides users with a seamless and immersive shopping experience tailored to their unique interests and preferences.
As a national-level chess player and a Columbia University graduate, how have your diverse experiences contributed to your entrepreneurial journey with LehLah?
My journey with LehLah is shaped by my diverse background as a national-level chess player and a graduate of Columbia University. Inspired by the entrepreneurial legacy of my family, particularly my father and grandfather, I’m driven by a relentless pursuit of excellence. With strategic thinking cultivated through chess and knowledge gained from Columbia, LehLah embodies my commitment to innovation and success. It’s not just a business venture; it’s a testament to my dedication to carving out a legacy of my own.
In conclusion, Ashna Ruia’s journey with LehLah from concept to reality is a testament to the transformative power of entrepreneurial spirit, strategic thinking, and a deep understanding of the digital consumer landscape. Ruia’s story is not just about the creation of a platform but about envisioning a future where technology and fashion intersect to create meaningful experiences. As LehLah continues to grow and evolve, it stands as a beacon of innovation in social commerce, driven by Ruia’s unwavering commitment to bridging the gap between inspiration and purchase, empowering creators, and enhancing the shopping experience for consumers worldwide.
