In a quest to stop the spread of COVID-19, masks have become compulsory by law pretty much globally. With face masks becoming the new normal, people began to look towards making them more comfortable, inviting, and stylish. It wasn’t long before personally styled masks were making their way to Instagram and other social media channels. From there the trend blew up, with even some of the world’s most prominent fashion brands jumping into action to capitalise on the trend. However, it is the smaller, local, and more affordable brands around the world that are more focused on helping their communities and who people are now looking towards for their day-to-day fashionable face protection.
One such brand, which has proven to be particularly popular in Instagram, is Reveal by Ridzz. The brand’s creator, Ridhi Raman, is an undergraduate in Economics from Cardiff University and was pursuing a Post-graduation in Digital Marketing from Nottingham Trent University when the pandemic struck. As a result, she was forced to return to her home in Chennai, India. It is here that she dreamed up the idea to curate stylish and fashionable masks to suit every mood and style of their wearers. We managed to catch up with her earlier this month get some insight into how her brand grew in popularity as fast as it did and what her future plans were. Here are some excerpts from the interview…
How did you go about establishing the brand?
I noticed that the masks available were mostly plain ones but that was during March when people just began to use whatever they could. However, masks were going to be an everyday essential for months after that. I wanted different designs and styles for different looks. An idea always begins as a solution to a problem, this is how Reveal by Ridzz began.
How much has the demand grown for your brand since you started out and how are you keeping up with it?
The important aspect of my masks is that they should be affordable so that people can have different options for different looks. You do get different masks online but they are fairly expensive. This is why customers love the brand, and every two weeks there were new designs which made them come back for more.
How large is your team that is working on the brand?
The masks are made with locally sourced fabrics, stitched by underprivileged women who could help support their families during the pandemic. All deliveries were made either through door by door delivery via a mobile application, where they send delivery men to pick and drop your packages, or through post.
Are your masks still being promoted purely through word of mouth and Instagram, or have you done in any paid promotions?
Everything still continues to be word of mouth and through Instagram. Once people have ordered the masks and they see the quality, they always end up ordering more because their families want them too.
Where do you look for inspiration for your designs?
The inspiration always begins with people. I began choosing designs that I would want to wear for work, to the gym or to a function. Further expanded to the wedding market because people wanted masks that looked stylish and matched their outfit. There is an entire collection of masks made with silk on the outside and cotton on the inside to facilitate the festive side of the market.
Do you have any plans to make custom designs or orders?
I have begun to take a small set of customised orders, I am currently taking orders for weddings so that people can have the bride and groom’s initials, for corporate events, and for people to customise their masks with text or an image of their choice. Customised masks make great gifts.
How are the masks produced to ensure protection while still being comfortable and breathable (i.e. what materials do you use and how are they layered)?
A majority of the masks are made from 100% cotton, this ensures the breathability factor. They are dual layered and stretch up to the beginning of the nose and up to the end of the chin. The ear loops are made using elastic so that people can stretch it to their requirements.
What steps are you taking to ensure all products are properly sanitised before and during delivery?
There is a sanitisation step tool by my door to sanitise every product that is coming in and to sanitise them before leaving the house. All products are neatly packed during delivery in a paper bag or envelope.
What’s next in the works for your new business?
I have been working on launching a new themed collection soon along with a new style of the masks. So far, all the business has been done through social media, I will launch Reveal’s website in the upcoming days.
Do you have any long-term plans for the brand?
Masks are going to be a part of the ‘new normal’ for a while. Currently, I am just working on staying on trends with designs and styles. I am trying to cater to customers all over the world as people have reached out from different countries asking me to send them masks there.
