It’s incredibly satisfying to get a peek into the lives of the world’s most glamorous people. So, perhaps it’s unsurprising that a company built around doing just that has seen is revenue double for the past two consecutive years.
In 2011, the luxury publication Coveteur launched as an inside view of the lives of inspirational people in the fashion and beauty industry.
It was started by co-founders Jake Rosenberg and Stephanie Mark as a passion project.
However, CEO Warren Webster told Business Insider he has seen the number of staff triple in the two years he’s been at the company.
Webster started his career in magazine and newspaper publishing, then along with a small team started digital local news site Patch.com, where he remained for six years. After that, he got the opportunity to relaunch Gwyneth Paltrow’s lifestyle brand Goop, which was moving from its base in London to go back to the US.
He was hired by Coveteur as CEO in 2015.
During his career, Webster has played integral roles in companies in a range of different industries, both in the fast-paced start-up world and the more established corporate world — but it’s the growth stage of companies that he really loves.
“I really enjoy the stage of the company where you’re really trying to figure it out and you’re working with a small group, and every decision that you make you see instant results, whether good or bad, and you can adjust very quickly and be very nimble,” he told Business Insider.
“You’re very close to your customers and you’re very close to the marketplace and how it’s working, and growing a company that way and seeing it take off is incredibly rewarding.”
Along with his time working for start-ups, Business Insider spoke to Webster about what he has learned working int he world of luxury fashion — and what advice he would give to someone wanting to break into the industry.
Here are his five pieces of advice.
1. Surround yourself with the best people you possibly can.
Webster says that his team at Coveteur is what makes the company do well, and for that reason he is meticulous about hiring. He learned the importance of hiring good people when he was starting up Patch.com, and had to hire a lot of staff very quickly.
“You really want to take the time to hire well,” Webster said. “To look for the skill-set but also the cultural fit — that’s really important.”
Webster also said that it was important for him to have mentors in the community or industry who had been down a lot of the same paths he knew he would go down.
“Don’t be afraid to ask questions, and don’t feel like you have to know everything yourself,” he said.
2. Know what makes you different.
Webster said that part of Coveteur’s success is due to the fact it’s in its own niche. It struck a chord with the market by giving readers an inside peek into the lives of fashion and style icons, before Instagram and Twitter really took off. He says because of this, the company doesn’t consider itself competitive to most other lifestyle, fashion, and beauty magazines that cover the same things.
“That sort of insider and approachable view of luxury, and having an intimate look at fashion, has stuck with Coveteur,” he said. “And now we have expanded into the way we present beauty, fitness, health and wellness, travel and other lifestyle categories — so having that voice and that insider approach has really put Coveteur in its own category. We have a sort of unique spin on it.”