This week we speak to Nicole Costa – co-founder alongside her friend Danielle Smyrneos – of The Basic Band, an innovative invention that revolutionises the way women style their outfits.
ISB: What inspired you to build your business on the tuck band?
NC: We came up with the concept for The Basic Band – the original tuck band – whilst living together. Dani and I wanted to share our clothes, but often they needed minimal, non-permanent alterations to suit us both. Our friends started showing interest in the our first prototype, indicating we had an opportunity to make dressing easier for all women, offering them a sustainable approach to fashion by extending the life of their garments.
ISB: What makes The Basic Band stand out from the other tuck bands in the market?
NC: We designed The Basic Band with all-day, every-day wear in mind. It is not a belt like others on the market – it has no buckles or chunky metal clasps that can be seen under clothing. It is manufactured with the highest quality materials to ensure it is soft, flexible and gentle on the skin. It does up just like a bra and is adjustable. The Basic Band was designed with a light colour and material that doesn’t show under white/light coloured clothing.
ISB: Why did you decide to go with TikTok in initially promoting the band?
NC: We decided to go with TikTok as it is a highly visual product, and its appeal can be better showcased through videos rather than static photos. TikTok’s video-oriented platform allowed us to demonstrate the product’s features, style, and functionality in a more engaging way.
Research taught us that TikTok had a high potential for content to go viral, helping reach a broader audience. The platform’s algorithm allowed for discoverability of content, even for accounts with relatively low follower counts, which was advantageous for a new and growing brand like ours.
When we launched the Basic Band, we anticipated that our target market was primarily a younger demographic, particularly those aged between 15 and 25. TikTok was the ideal platform for reaching this audience as it was rapidly gaining popularity among younger users at the time. As time passed and we gained more insight into our customer base, we discovered that our product was not limited to a specific age group – women of all ages and sizes were embracing our band. This revelation led us to realise the importance of expanding our marketing efforts across various social media platforms to reach our diverse customer base.
ISB: How did the business achieve reaching the six-figure mark in such a short time?
NC: First and foremost, there was a need for The Basic Band in the market, with no product existing in the space before we launched. Hard work has certainly played a pivotal role in our growth – Dani and I are constantly working whilst managing our other current jobs. Our previous experience in owning businesses has also been invaluable, helping us learn from past lessons and mistakes.
Flexibility has also been a key factor in our success so far – we are both quick to recognise when something is or isn’t working for us, and we pivot accordingly. For example, when we discovered a shift in our target market.
Forming strategic partnerships with the right influencers has also played a significant role – selecting influencers who align with the brand and resonate with our target audience has expanded our reach and built credibility for our product.
ISB: How do you envision The Basic Band’s growth in the next couple of years?
NC: Our ultimate goal is to establish The Basic Band as a household name and a wardrobe staple for every woman. We plan to expand our product line to address various wardrobe problems and needs. We have already begun this process with the introduction of sleeve garters, and we intend to continue introducing and developing innovative solutions to enhance our customers’ wardrobes and experiences.
We have plans to expand our international markets and extend our reach whilst also growing our wholesale side of the business, forging partnerships with retailers and distributors.
ISB: And, finally, what is the most important piece of advice you would impart to others looking to start their own business?
NC: The best thing to do is ‘just start’. If you have an idea or want to start a business, don’t overthink it or ponder it for too long – just take the plunge and register that business name and secure that social media handle, it will flow from there. In saying that, also be prepared to work hard and commit yourself and your time, and be prepared to make sacrifices.
