In December 2022 Dashing Diva launched “The Diva Life” MLM alternative.
In January 2023 Dashing Diva introduced it had determined “to now not transfer ahead with The Diva Life program”.
Right here’s what occurred.
I’m not going to faux like I’m even remotely acquainted with Dashing Diva, however apparently it has a little bit of a cult buyer following.
SimilarWeb tracked 2.22 million visits to Dashing Diva’s web site in November 2022. In December 2022 that sunk to 1.1 million, roughly consistent with October 2022.
96% of Dashing Diva’s web site site visitors originates from the US.
As per Dashing Diva’s web site;
In 2003, Dashing Diva was born to create the last word salon expertise with hygiene on the forefront and made it an “instagrammable” second earlier than Instagram was even a factor.
Over time, we wished to carry the salon expertise to you so we launched Dashingdiva.com.
Immediately, we make it enjoyable and simple to get present stopping manicures on the consolation of your individual residence.
With patented strain delicate adhesives and over a thousand designs to select from, we mix innovation and elegance with the newest applied sciences in nail.
Dashing Diva began out as KMC Exim in 1998. The corporate was based by CEO John Chang in Port Washington, New York.
As I perceive it, The Diva Life division was headed up by latest company recruit Scott Halversen.
Following intense backlash from their prospects, on January eleventh Dashing Diva tried to reassure them The Diva Life wouldn’t impression common retail operations.
The backlash nevertheless continued, prompting Dashing Diva to publish a comply with up company response on January 14th.
I don’t know what went on behind the scenes at Dashing Diva over the subsequent few days, however issues appear to have escalated internally.
The saga climaxed on January seventeenth, culminating with this electronic mail despatched out to Dashing Diva’s complete buyer base:
The blogger Halversen referenced is Tasha @ Making Managing Cash. Tasha has since posted emails between herself and Halversen main as much as the January seventeenth public electronic mail.
No matter Halversen’s intentions, his electronic mail solely added gasoline to the fiery buyer backlash.
Inside 24 hours of Halversen’s public electronic mail going out, Dashing Diva introduced it had terminated its MLM alternative.
Correspondence between Dashing Diva and its customer-base suggests Halversen was fired inside 24 hours of sending out the general public electronic mail.
No matter whether or not The Diva Life’s compensation plan was arrange as a pyramid scheme or not, I feel there’s an necessary lesson right here in methods to talk together with your prospects.
Loyal prospects could be loud, and in the event you as an organization do one thing they don’t like, you’re most likely going to listen to about it.
Dashing Diva did come to the fitting choice by their prospects ultimately. Maybe nevertheless they may have carried out higher by placing feelers out with their prospects prior to asserting The Diva Life.
This received’t essentially work with each firm pondering of going MLM. However in the event you’ve cultivated as shut a following as Dashing Diva appears to have, it’s most likely a good suggestion.
And this goes for any employment actually; If you happen to’re a brand new rent to an organization with a longtime retail buyer base, learn the room earlier than you determine to go nuclear.
I spent the vast majority of the weekend each touch upon IG and every account and I might say in a normal method that 40% are intentional feedback from rivals who’re threatened by our product and chosen path of promoting. 30% extra are bots designed to comply with and development these feedback.
Fairly nefarious stuff but it surely’s the fact of social media.
20% are social influencers who’re threatened by our enterprise mannequin as a result of they know their forex to transform followers into gross sales just isn’t practically pretty much as good as your capability.
The remaining 10% are both simply plain ignorant or sad in life and so they simply can’t be helped.
Whereas I can’t say for positive, I might say in a normal method the above paragraphs are most likely what did Halversen in – and The Diva Life within the course of.
