Janell Blair founded Llena International in 2019 as an e-commerce brand with a focus on affordable beauty products and fashion accessories. Starting as an online boutique, the brand sought to establish itself as a CPG brand through paid social and influencer marketing. However, Janell noticed a growing interest in and demand for a more individualized approach to sourcing products for the brand’s customer base who took an affinity to her personal style on social media. The response from her brand collaborations was the determining factor for the brand’s shift towards curated commerce, content marketing, and copywriting.
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