Tonya tell us about yourself and how you started your clothing brand?
It all started when I was in college studying communication management. Around that time I started a project on the side to get inspired. I wanted to take everything I learned at school and apply it to my brand. That’s how I started CFÉ clothing. With this concept, I wanted to show what coffee says about your personality. I started with Noir, Au Lait and Sucré. In the end, it always got sold out and there was a demand for more. From there on I realized that this could be a business.
What was the impact of Instagram for your brand?
Ooh, Instagram did everything for my business. At the time I was young and I didn’t have the big budgets to launch my brand in a big way so I used social media to support my brand. I did a photo shoot with Raia Maria-Laura and with that, I had a strategy in my head. Apparently, I’m good at seeing great opportunities while having a very small budget and making it work. So at some point Adil El Arbi en Bilall Fallah, from the movie Black, saw what I was doing and picked up on it and wanted to do a photo shoot together. The result was amazing and we published it on Instagram and got a great response, people were sharing it. Keep in mind that back in the days Instagram was free so you didn’t have to pay for ads… that was literally free promotion.