Encouraging Extreme Users - Sophia Edelstein and Nathan Kondamuri (Pair Eyewear)

What are some patterns with these, like, extreme users? They just— they— one, I think the limited edition nature of it really helps because our customers know if they don't grab the designs during these weekly launches on Wednesday, they might never be back. And then we release it in a forum as well that gets that virality. So every Sunday before a collection launch on Wednesday, we email a teaser email out to only our VIP customers. That teaser email shows them the designs that are going to launch on Wednesday. Of course, those VIP customers then screenshot it and share it with the entire community. And then everyone talking about like, like we have— there's like words even in the community, like customers say, I'm safe when like they're, they're okay, they're okay. I'm not going to get any. And then they'll also report to the community like how many they're in for. So they'll be like, oh no, like this week, like I'm in for 20. Like, and they'll circle the ones that they like and starts this like virality effect. And Dustin, of course, he leads that. We had a collect day and I remember he posted yesterday about how he's like committed already for 15. So, so good, good collection. But it's really amazing to see that behavior. And I think it's been part of the reasons why we've been so successful because we've really been able to grow this new community around really this new user behavior of, you know, every morning you're going to wake up and you're going to decide what platform you want. And it's okay to change and we encourage change. And you can wear that, you know, really outlandish funky design because it doesn't, you know, it's not a $300 commitment you have to wear for the next 2 to 3 years.