If someone found a $7,000 Dior handbag selling for $1,700, they may get suspicious. So for mother-daughter duo Dianne and Gabrielle Melillo, the mail-order business is not only about great things. It’s about trust.
“We work in an industry where our products are used,” says Gabrielle. “Our customers must trust us and our level of transparency. We treat them as we would treat our friends. We would never steer them in the wrong direction with these products.”
Melillos are franchisees of Season 2 Consign, a brand that sells pre-owned goods in person and online. They opened their first territory in 2023 in central New Jersey (a territory is their assigned sourcing region), and this 12 months, after being named one of the International Franchise Association’s Franchisees of the Year, they opened a second territory in northern New Jersey – making them their first owners many units in Season 2 Consign. Here they share what they’ve learned while building a business based on trust.
Dianne, why did you select to begin a Season 2 Consign franchise?
For many years I worked as the domestic sales director for North America for high-end European designer Giambattista Valli. I’m 58 years old and my husband owns a automobile repair shop. He made me think I desired to own my very own business. I sold and bought my very own luxury items on the secondary market. When Season 2 Consign announced on Instagram that they were going to begin a franchise, I jumped on it.
Gabrielle, why did you select to turn into a 50-50 partner with your mother?
I have worked for several different firms, from fashion to lip balms. I knew about e-commerce because I ran company web sites. I’m 31 years old and this is why I quit my job. I also wanted to begin my very own business.
What were your biggest challenges?
Diana: : The technical part required a lot of learning. We use software for the whole lot: how we load things onto the website, how we engage with our shippers. Gabrielle really knew this aspect, but I knew where we could make money, how items needed to be priced, and what great luxury items can be if we could get them.
Gabriela: : I needed to learn all the names of leathers, forms of handbags, learn more about the luxury aspect of them and the whole history of luxury items and luxury brands. We have a very experienced customer base.
How are you able to gain the trust of those experienced customers with used items?
Diana: People will contact us via DM. They will contact us via Instagram. One customer bought a bag from us for $2,000 and asked us for a video of him replacing the strap. Another person asked us to take a photo of something in the bag. We take a very personal approach to our customers and shippers on many levels. We will make this film for them.
Is this style of customer support different from what your competitors offer?
Gabriela: Very different.
Our customers are not only our followers. We continuously receive comments thanking us for our help. I feel like we will only achieve this level of feedback when you are so near your customers.
Diana: : And since Gabrielle is my daughter, we have an insane amount of trust between us. We have the same goals for this company and we work very hard. It’s such an incredible labor of affection.
Do you ever meet with your clients in person?
Diana: : Yes, when we do pop-up shops. We hosted events at the country club, boutique and some spas. Most women who undergo Botox and spa treatments are ready and willing to buy luxury items.
This feels like a target-rich replenishment environment.
Diana: : Some of those women have such large collections that they offer up handbags that they not use. This is principally where we get our equipment from. These events – some of them were really amazing for us.