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Welcome to Brands You Should Know, a new series where we talk to the people behind some of our favorite lesser-known shopping sites. Today, we chat with Jon Singer, who launched Singer 22 as a Long Island boutique and website back in 2003.
Nowadays, the site has developed a bonafide cult following, thanks to its incredible denim collection and innovative use of street style photos. Paparazzi snaps of celebrities like Jessica Alba, Olivia Palmero, and Diane Kruger are incorporated into the site's shopping pages, giving customers an idea of how items can be styled for real life. The site also boasts one of the best return policies on the planet, offering a 10% bonus on returns if you choose store credit. Get up close and personal with the founder after the jump.
Who's your typical customer?
We have a pretty wide range of customers actually. I would say our sweet spot is women 24 to 30 years old who are into the latest styles and designers. They also have their fingers on the pulse of celebrity style.
What's the biggest challenge you've faced in creating a strong e-commerce platform?
The biggest challenge is definitely the speed at which things happen. When we come out with a new idea or program, it usually only takes the copy cat sites a couple of days to copy us. I guess it is good in a way, as it makes us have to consistently innovate.
What's the best thing about shopping Singer 22?
I have to give you three things here because they are all great. First, our new "revolutionary returns policy," which provides our customers a 10% bonus on the original purchase amount if they choose store credit over a refund. The second thing is that we get new merchandise up faster than anyone else in the business. If it comes in today, it is for sale on the site by 6PM tonight. Last but not least, we break down celebrity style for our customers and give them the ability to get the same looks as their favorite stars.
Strong points: Denim, head-to-toe looks, and celebrity style.
Aesthetic: Off-duty celeb.
Brands: Literally hundreds, from go-tos like rag & bone and Rebecca Minkoff to emerging designers
Price range: Mid-range contemporary. $200 to $400 for full price, with lots of items under $100 and $50 in the sale section.
Shipping: Standard shipping starts at $6.95
Returns: 14 days for full refund, 15% restocking fee after that. 10% bonus if you choose store credit instead of refund.
Bonus: Right now, the site is offering an extra 30% off sale items. Head here for details.