Fashion brand with purpose sees 700% sales growth during COVID-19

By Mike Sunnucks | Rose Law Group Reporter

Akram Abdallah has seen a 700 percent increase in sales for his online jewelry and fashion brand Nominal.

The Tempe-based company specializes in inspirational jewelry and fashions.

Abdallah said COVID-19 put a stop to Nominal’s appearance at trade shows and other industry events. But with consumers prompted to shop at home because of COVID-19 shelter in place orders Nominal has seen sales increase 700 percent since the beginning of March.

“Things got very busy, very quickly,” Abdallah said during Rose Law Group’s New Economy (Virtual) Power Lunch on Friday.

Abdallah said Nominal quickly shifted its focus to e-commerce when COVID-19 shutdown stores and trade shows. He said Nominal has also benefited with larger e-commerce players including Amazon.com, Walmart and Target being out of items online. That has sent consumers looking at other sites including Nominal.

Abdallah said Nominal’s inspirational and spiritual messages with its jewelry and fashions appeals to consumers when times are so stressful and uncertain.

Abdallah started Nominal in 2018. He said it is bittersweet that his company is doing well when COVID-19 has taken an economic and public health toll.

 “I hate to do well at such an unfortunate time,” Abdallah said.

Abdallah said Nominal has been hiring and is looking to continue to grow. Those jobs come with traditional retailers closed and reeling from COVID-19 and more than 36 million lost jobs nationwide.

He does not expect trade shows and conventions to return soon with the Coronavirus discouraging travel and shutting down events venues.

That trend could have significant impact on startups and entrepreneurs who drum up business and investors at trade shows. It could also have a big impact on convention centers and hotels.

Nominal upped its Instagram efforts to help its marketing with consumers working from home or at least temporarily laid off from work.

“We have been able to adapt very quickly,” Abdallah said.

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