Books, brilliance and business: How young entrepreneur is harnessing the power of social media

In an era where social media dominates the business landscape, Marion Kavata, a remarkable young entrepreneur, has harnessed its power to revolutionize her silver jewellery business.

At just 19 years old, Marion, a student at KCA University is not only a diligent learner but also the chief executive officer [CEO] and founder of Admire Kavvy, a thriving jewellery company that owes much of its success to Marion's online marketing strategies. Her inspiring journey showcases how digital platforms like TikTok, Instagram, and WhatsApp have become essential tools for young entrepreneurs.

While Marion juggles her academic responsibilities, she effortlessly transforms herself into a social media maven, using platforms like TikTok, Instagram, Facebook and WhatsApp to showcase and sell her exquisite silver jewellery pieces. These platforms have become invaluable for reaching and engaging with a wide audience, allowing Marion to build a strong brand presence and establish Admire Kavvy as a go-to destination for stylish silver jewellery.

TikTok, the popular short-form video app, has played a pivotal role in Admire Kavvy's success. Marion's creative flair and knack for storytelling shine through her TikTok videos, which feature behind-the-scenes glimpses of the jewellery-making process, style tips, and captivating visuals that captivate viewers.

These engaging videos not only entertain but also drive sales and generate brand awareness, as users are drawn to Admire Kavvy's unique and affordable silver jewellery offerings.

“I use trending sounds on TikTok so that my customers can get intrigued and buy my products,” she said, setting the tone of the short yet incisive interview with Citizen Digital.

“It is not an easy task as one has to go to my profile and get my WhatsApp business number,” Marion adds.

Instagram, with its visual emphasis, serves as another powerful platform for Marion to showcase her collection and connect with potential customers. Through carefully curated posts and stories, Marion leverages Instagram's vast reach to display Admire Kavvy's products in aesthetically pleasing arrangements, allowing followers to visualize how the jewellery can enhance their own personal style. With each scroll, Marion builds a sense of community, encouraging followers to share their own Admire Kavvy experiences and tag the brand, further expanding its online presence.

WhatsApp, a widely used messaging app, has proven to be an effective tool for Marion too, due to its feature – the ability to send direct messages to customers, hence making communication easy, between the buyer and seller. By creating dedicated WhatsApp groups and broadcast lists, she offers exclusive discounts, previews of new collections, and personalized customer service, fostering a sense of loyalty and trust.

Marion's prompt and personalized responses to inquiries and feedback have made her customers feel valued and appreciated, resulting in repeat business and positive word-of-mouth recommendations.

“WhatsApp has really helped me to retain my customers as it is very easy to communicate with them, about the delivery of the items that they want compared to Instagram,” Marion continues.

But what has been the motivating factor? She says support from her parents, who gave her capital to start off her Jewellery business has been the biggest support system.

 “Mtoto wangu alipoonyesha interest ya kufanya biashara nilikua na furaha sana sababu alikua amejua kwamba anafaa kuanza kuwa mtu mkubwa ambaye hapaswi kuitisha pesa za ziada kila wakati [“When my daughter showed an interest in running a business I was very happy, this showed, that she was willing to be responsible, and after that she would be able to cater for her needs” Marion’s mother Caroline Mutheu, told Citizen Digital.

Consumer paradigm shift

Marion's ability to adapt to the ever-evolving digital landscape has set her apart from traditional jewellery retailers. By harnessing the power of social media, she has effectively bypassed physical store limitations and reached customers across the globe. Her success on these platforms not only reflects her marketing prowess but also highlights the shifting paradigm of consumer behavior, where young entrepreneurs can carve their own path to success through creativity and digital connectivity.

Looking ahead, Marion plans to expand Admire Kavvy's online presence, exploring emerging platforms and capitalizing on new opportunities for growth. She also aims to develop a strong e-commerce website to complement her social media efforts, providing customers with a seamless shopping experience.

Marion's ability to navigate the digital realm while excelling academically demonstrates the immense potential of young entrepreneurs in today's interconnected world.