Adopting a strategic word-of-mouth approach, we collaborated with design virtuoso Bela Shehu on monthly invite-only shopping soirées to fuel direct sales for her luxe fashion line NINObrand. Guests blossomed into NINObrand enthusiasts through a series of successive events, returning each month with like-minded friends. Per a feature in the Philadelphia Inquirer: “‘It’s such a good marriage,’ said Shehu, who over the last seven months has found more than 50 new clients through her HyLo connection. That’s significant for someone building a brand.” Shehu established such a strong client base that she eventually set up her permanent home in that exact venue, where she continues to engage new women with the NINObrand experience.