Cass DiMicco uses Instagram to power its line of jewelry

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Cass DiMicco is a fashion blogger who has become an influencer with his own jewelry company and more than 300,000 Instagram followers.

After attending Marist College in Poughkeepsie, New York, DiMicco, 31, worked as a purchasing assistant for Lord & Taylor. But she had hopes of working in a “trendy, fashion-forward” company like Intermix, which is what inspired her to start her blog. In 2017, she quit her job to become a full-time influencer, and in 2019, she launched The Golden Age collectiveher jewelry brand, which she runs with her husband in Miami.

“I was basically pretty strategic about knowing that if I built a fan base for my personal brand, then I could eventually launch my own brand as well,” DiMicco said.

DiMicco’s target group is 28-34-year-olds in larger cities who like to see a combination of designer brands and more affordable looks. DiMicco divides its efforts equally between running its social media presence and its work with Aureum.

“I never feel like going all in on Aureum because my personal brand really helps connect with my audience and helps sell Aureum on a more personal level,” she said. “And that’s why I constantly balance between the two.”

How DiMicco Makes Money

DiMicco said her main revenue streams as an influencer come from the work she does with companies. She forms what she calls partnerships, which involve her promoting a brand. However, DiMicco also makes some money through affiliate work, where she gets paid a percentage of the sales she generates from links she promotes.

“I get a little bit of revenue from affiliate, but that’s definitely not my focus, especially since I’ve worked more with luxury brands,” she said.

“A lot of times when you work with partnerships, it’s really a lot about brand awareness and maybe getting followers to their account, or maybe you’re creating content that brands can then use,” she said.

Fashion and beauty influences

DiMicco said fashion and beauty influences are more transactional than other niches because it is focused on buying merchandise. For example, influencers will shop in large quantities in stores and collect a “haul” of merchandise to display on social media.

“A lot of times, people follow people because they’re funny, or because you’re just enjoying their lifestyle,” she said. “While fashion and beauty are a little more tangible. You follow someone to get very tangible advice on, ‘Okay, she took a move, I can see her Zara move and now easily decide what I want from Zara and I do not have to scroll through the entire Zara site. ‘

DiMicco believes she has attracted a strong base of followers, in part because of her experience working as an assistant buyer: “My number one skill is to know what trends are going to be next, to know what brands will be the next ‘it’ brands, “she said. “My followers really trust my opinion and judgment to filter all the fashion that is and share what I think are the best investments and the best way to put things together and just keep an eye on what I think they are. best things to have in your wardrobe. ”

Advice for hopeful influencers

DiMicco stressed the importance of trying and failing and being resilient in the influential space, including experimenting with different platforms to see what works.

“It’s important to have a completely unique perspective,” she said. “Because I think if you’re trying to copy someone else’s formula, you might not get as far as if you were just setting your own rules and having your own individual perspective on how you make your content.”


This interview was originally published in The Creators, a newsletter about the people who run the creator’s finances. Get it in your inbox before it’s online.

Cass DiMicco uses Instagram to power its line of jewelry

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