My new yoga brand lands an interview

I met “The Traveling Yogini” ( Stephanie Spence) at the Yoga Expo and was thrilled when she asked to interview me and feature my baby yoga brand…Go OM Yourself.

Go OM Yourself - Yoga Tanks

Chaos blankets me morning of the 2019 Yoga Expo World Los Angeles. Also, it’s the first time I set up my yoga brand outside the security of my garage. I arrive early to the venue, but a major snafu sets the tone of my morning. In brief, my entire store sits, locked in my U-HAUL at the loading dock (long story). Therefore, I lose two hours of make-ready time. So, when the convention floor opens to the public, my store sits in disarray. My daydreams of a beautiful pop-up store to meet conventioning yogis fades. Instead, the thought of giving up and going home floods every ounce of my existence.

A successful debut for my yoga brand slips away, I am understaffed and way behind…

Hundreds of yogis, from all over the world, pour through the convention doors, and my heart sinks. I want to crawl under my lump of yoga t-shirts in my 10’X10′ space and disappear. My mind flies into self-sabotage-berating mode. “…this is a bad idea, no one likes your work, take the line and go home!”

Transformation of attitude

I use my yogi tools to stay calm. “Horses breath,” and a simple silent mantra, “…this is meant to be.” help me pull it together. Then, I approach one task after another until my inventory hangs neatly on my racks. Slowly, my pop-up space turns from a disaster to freaking awesome. So now, I can breathe…inhale, exhaaaale. Soon my frantic energy no longer scares potential customers away. Suddenly, Go OM Yourself generates some traffic. Beautiful yogis saunter in and out of my post. Then, in walks Stephanie. She checks out “the stuff,” and we talk. Before she leaves, she asks if I’m interested in doing an interview!

Encouragement and mindset as fuel

All of my doubts and fears fall away. With my yogi tools and positive feedback from Stephanie, I find the courage and stand hands-on-hips behind my brand. I dedicate the rest of the day to the idea of success. This shift in intention, and encouragement from Stephanie transforms my attitude. Thanks Stephanie!

CLICK HERE TO READ INTERVIEW W/STEPHANIE SPENCE!

Just a bit about Stephanie Spence…

Stephanie is the former CEO of Spence Communications, and has been featured on TV and editorially in books and magazines around the world. From literary journals to online global communities, she commits to igniting others’ desire to create a life of health and joy, through a sustainable practice of yoga for a lifetime of transformation. 

Her latest book, Yoga Wisdom: Warrior Tales Inspiring You On And Off Your Mat, 2018 Nautilus Book Awards Winner, is available wherever fine books are sold. Currently Stephanie continues her travels around the world as she works on her next book.


Go OM Yourself Pop Up Store

Go OM Yourself Pop Up Store HOW TO -YOUR BRAND STORY

Your Brand Story is Everything

Welcome to the GO OM YOURSELF POP UP STORE HOW TO – Your brand story is everything. Know this elemental key fact, and your store builds itself. Keep your brand image and purpose front and center of each item you select. Be sure all aspects of your pop up store design, speak to your brand mission. Everything from theme to product merchandising must connect. So that your pop up will not only be successful, but will turn heads, spark conversations and most importantly, generate sales.

Create A Unified Ambient Theme

For Go OM Yourself, it is important to blend our snappy irreverent tone with our high-vibe zen intentions. Something soft and inviting (like our shirts) is a must, but to stay true to who we are as a brand, the space also needs to have an edge to it. So I curate items that speak to both. I keep the colors soft and muted (like our shirts) and add fuzzy pillows and the gentle glow of faux candles. Buddha centerpiece is a given, as are mudras statues I found at World Market for cheap!

Pull Elements of Your Brand as Store Dressings

Since we are an eco-conscious company, I focus on natural wood bins and benches. Some plants and an asian wooden screen also send the eco vibe home. A rustic looking natural-fiber Indian area rug softens and adds to the coziness of the space.

Get Creative and Crafty

Street style and culture are huge inspirations for me, so framed photographs of our shirts featured in front of urban cityscapes add a nice touch. The grittiness of metal trash cans decorated with pop culture/graffiti stickers act as storage for our hoodies. Skulls are always an edgy ” go to” and drive the rock-and-roll yogi message further.

Stimulate Their Senses

Finally, for the senses, I burn some nag champa, and stream some Pink Floyd into the space.

Giveaways and Special Promotions

The final touch…temporary tattoos as promotional giveaways. A great calling card, that punches back to the rock and roll yogi market. Some other simple ideas for giveaways are business cards, quick beaded prayer bracelets, candy, branded-online coupons or instant discounts for each immediate Instagram follow.

Be sure and include a well-place Instagram Nameplate in your store for passersby, and to implement in-store promos. Discounts for follows!

The finished product was better than I had pictured in my head…the Go OM Yourself pop up store can literally be the place where the street meets the mat…for the rock-and-roll yogi soul.

Increase Sales and Brand Interest With Meaningful Merchandising

Go OM Yourself Pop Up Store
Our best sellers displayed with a mudra on simple wood crates, creates an effective display as well as a nifty structure that complements our eco sensibilities as a brand.

Consistent Color Theme Unifies Store and Creates Brand Recognition

Go OM Yourself Pop Up Store
I found these rustic industrial garment racks on Etsy, they are sturdy and have wooden bases that fit right in with the eco part of the theme. If you are doing clothing, invest in quality racks. Sturdy and strong! Nothing worse than unstable wonky racks, when you are trying to shop. Even worse is being the embarrassed store owner who not only has to pick up a fallen rack, but also loses the customer who usually, in cases like this, cannot exit the shop quick enough.
Go OM Yourself Pop Up Store
Asian wooden screen, turns a tent into a store. Everytime I take my pop up out I get offers on the screen! This one is was well-priced from Hayneedle.
Go OM Yourself Pop Up Store

Don’t Be Afraid to Invest in Giveaways…Be Sure Yours is Unique.

Go OM Yourself Promotional Giveaways-Tattoos
You can order custom temporary tattoos online…they are inexpensive and fun!

2019 Yoga Expo Exhibitor Experience

Yoga Expo 2019 LA - Go OM Yourself Pop Up Exhibit

The debut of my Go OM Yourself pop up store is also my first Yoga Expo exhibitor experience. I am nervous and excited to finally unveil my brand IRL…into the world, outside of the safe confines of my office and computer screen.

Be prepared to be prepared

I am up before the sun on my way to to the Expo with two hours of sleep. My goal is to get there by 6am, set up my pop-up store and roll in the money. Because this is my first ever pop up event, I have a brand new untested structure. Also, I still need to package some of the merchandise. Although I am going on two hours of sleep, I know I’m pressed for time. But, I figure four hours will be enough time to get everything done. All I know, is the doors open at 10am, and I need my Go OM Yourself pop up to shine.

What not to do

I arrive to the venue, back into the loading dock and run into the Expo to check in, get my credentials and borrow a dolly. Then I race back to the van in the loading dock and pull on the back door handle to begin unloading. It’s locked. Next, I walk around to the driver’s side pull the door handle, it’s locked. On cue, my stomach rises into my throat, as I peer in the window and see the keys on the driver’s seat.

After a three-hour setback, and hiring a locksmith, I am weirdly calm, as I unload and start set up. There is only one hour for me to set up. Before I know it, it’s 10am. I begin to perspire and am the “opposite of calm” when the doors open. Then people start to wander into the venue. When my corner booth, right up front by the entry, is the first thing they see. It’s a complete disaster.

To really make it special, the Expo producer finds his way to my space and lectures me on set up protocol. “This needs to be cleared away, set up started at 6am…this is not..” I block out his voice. I want to cry. But there are no crybabies in business. So I push on, with my messy clump of a pop up. At this point I am ready to quit my yoga expo vendor experience…as it is turning out to be a nightmare.

When all else fails refer to yoga tools

I dig deep into my psyche and remember my yogi tools. I start with deep long inhales and slow exhales. Then I repeat my “go to” mantra “I can do this” and set my intention to simply just get the booth together. I manage to help a few customers while I assemble my space. By 11:30 my booth looked amazing! Better than I could have imagined!

Go OM Yourself shines. People love the look and feel of my store and adore the merchandise. I am exhausted, but adrenaline has me running on high. Oh Man, as the day progresses I am have a blast, make new friends, share my work and make a some sales.

The vibe on the Expo floor

The yogis at the Expo are amazing. Which makes the energy on the floor supportive and just overall bright. As the day progresses, I meet lots of really interesting people. As the new girl on the scene, I feel welcomed when some business savvy women share the “what” and “how” with me…thank you ladies.

There are lots of creatives: photographers, yoga teachers, writers, artisans and clothing designers. The thing that all of them have in common is their energy. There is a sense of “mutual support” that permeates the space. There is no competitiveness or judgey noses. It is quite a beautiful vibe…a total safe space.

The crowd’s willingness to spend…

We experience a lot of traffic in the store, and give away a bunch of promotional Go OM Yourself temporary tattoos. Sales are okay, but the overall feel of the crowd is that they don’t have money to spend. And if I’m being absolutely honest, I didn’t come close to breaking even. The 10×10 booth was about $1100, and I sold about $600. After accounting for the costs of renting a van, and the cost of my tent, racks, rug, photos, tattoos…I am beyond deficit for this venture. Not to mention the freaking expense of the locksmith.

Attendance

I expected a much better turn out. Vendors were told there would be 10,000 attendees. Actually, there were only about 2000 maximum. Perhaps the Miami Yoga Expo has a bigger turnout. Because I am very proud to announce that, Go OM Yourself was INVITED to set up space in Miami for their show in March. I am honored Miami, and I sincerely hope I can make it happen. More on that front later.

Is Yoga Expo 2020 on the agenda?

Would I come back to Yoga Expo LA?…I’m not sure. Am I considering Miami Yoga Expo…more to revealed after I do some major research. For now I need to focus on markets that cap out at $150 for the day for the booth space. There are many factors that need to be examined to determine where the problem was with this event. For example: Are my prices too high? Lack of attendees?

Was it a bad idea to pay out $1100 for my first time out…most definitely.

The takeaway…

The good news is I made some excellent contacts. Also, landed an interview with a Yoga influencer. Another thing is that I know the best way to put my booth together. And, that I absolutely love my setup. The experience allowed me to test how my brand is received by other yogis, and I learned I definitely like being “in the mix” selling my shirts. Talking to people and connecting with like-minded business women and yogis was the real takeaway here.

Yoga Tank Top Store is live! A holistic closet cleanse is in order…

New Intentions, New Yoga Tanks On A Mission

Go OM Yourself Yoga Tank Top Store is live! And you are going to love the snappy rock-and-roll yogi vibe of these ultra- soft quality tank tops. An entire online store of soothing zen intentions for your rock-and-roll yogi soul. I bring an open heart and new intentions to this yoga tank top venture. To commemorate I offer the idea of a holistic closet cleanse. As I truly love the new line, and know you will too. It’s time to clear out the old to make space for your new yoga tanks.

Gyan Mudra Yoga Tank Top-calming
Our Gyan Mudra Festival Flow Yoga Tank…for rock-and-roll yoga thugs.

The mission behind the line is to promote joy, bold individuality and a spiritual lifestyle to color your human experience with such a vengeance, that it takes your breath away on a daily basis.

Holistic Closet Cleanse – What You Need To Do

As a yogi thug, it is imperative that you refer to the most holistic method to clear space and let go. First inspect your closet, drawers, gym bag and yoga sacks for items that no longer bring you joy. Dump the old yoga tanks and tees that have sweat stains as well as those that may reek a bit. You know…the ones that “sound off” the second your body temp goes up? Yes.  Gather those items and dispose of them, in one quick swoop. Just do it! Next, move on to shoes, pants and denim and ask yourself. “Does this item bring me joy?”

Be Honest With Yourself

Be one hundred percent honest with yourself. Letting go is hard, and honesty is key. When you wear the tank, jeans, or sweats in question, do you feel joy? If the answer is no, put them in a bag and transport to the nearest donation site. Watch as your space lightens and your psyche clears. It works…I promise.

Cleanse Energy and Calm With Essential Oils

Next sweep or vacuum the closet, wipe down the inside of your drawers. Don’t forget to throw your gym bag and yoga sack into the washing machine. If you have a Jade Yoga mat (my fave) you can just throw it in the washer as well.  It’s always good measure give your yoga mat love. So whichever mat you own, give it a good cleaning, then wipe down with some diluted tea tree oil. Your next practice will be a fresh start, so set some new intentions.

OMG Relax

Now if you’re slightly freaked out, don’t be. Do not think twice about the items you have “let go,” Rather, use essential oils to calm yourself, and clear the energy. Make some quick sachets for your closet and drawers. Repurpose socks from “the lonely socks club band” that would have otherwise been thrown away. Fill with a quarter cup of dry uncooked white rice that is doused with your favorite scent (four or five drops, and let oil dry). Cut away the majority of the length of the sock. Then use a rubber band to seal your sachet. Finally, finish with some twine or ribbon to add some charm. Or just use a few drops of oil on some card stock and stash accordingly. Congratulations your holistic closet cleanse is complete. How do you feel?

Check Out The Store Site

Now that your space is clear, and the musty energy is cleared from your closet/drawer space, you are ready to kick back and check out the Go OM Yourself Store Site. Take in the vibe see what the line is all about for yourself.

Subscribe

If you’re not registered on the store site be sure and subscribe to receive monthly deals and discounts. When you subscribe you will be emailed a 15% off coupon code for your first tank top purchase.

Be Kind To Yourself…Treat Yourself

Pick your favorite yoga tank or tanks, and be sure to check out our hoodie collection too. Winter is coming! Also browse our Aromatherapy Candle Collection. They are so delicious.

Be Kind To Others

Share a comment of the site. Let us know what you think. Share our site with your friends and fellow yogis. Finally, keep in touch! Follow us on Instagram and Facebook and all other social media. We love our tribe, and have a lot of fun on the socials. Join us…it feels so good to be connected with like-minded souls.

Thank you for all your support.

Stay super fine and always dance in the silvery light,

Xs and OMs

Lynn