In December 2022 Dashing Diva launched “The Diva Life” MLM alternative.
In January 2023 Dashing Diva introduced it had determined “to not transfer ahead with The Diva Life program”.
Right here’s what occurred.
I’m not going to faux like I’m even remotely aware of Dashing Diva, however apparently it has a little bit of a cult buyer following.
SimilarWeb tracked 2.22 million visits to Dashing Diva’s web site in November 2022. In December 2022 that sunk to 1.1 million, roughly consistent with October 2022.
96% of Dashing Diva’s web site site visitors originates from the US.
As per Dashing Diva’s web site;
In 2003, Dashing Diva was born to create the final word salon expertise with hygiene on the forefront and made it an “instagrammable” second earlier than Instagram was even a factor.
Over time, we needed to carry the salon expertise to you so we launched Dashingdiva.com.
Immediately, we make it enjoyable and straightforward to get present stopping manicures on the consolation of your individual dwelling.
With patented strain delicate adhesives and over a thousand designs to select from, we mix innovation and magnificence with the most recent applied sciences in nail.
Dashing Diva began out as KMC Exim in 1998. The corporate was based by CEO John Chang in Port Washington, New York.
As I perceive it, The Diva Life division was headed up by latest company recruit Scott Halversen.
Following intense backlash from their clients, on January eleventh Dashing Diva tried to reassure them The Diva Life wouldn’t impression common retail operations.
The backlash nonetheless continued, prompting Dashing Diva to put up a observe up company response on January 14th.
I don’t know what went on behind the scenes at Dashing Diva over the subsequent few days, however issues appear to have escalated internally.
The saga climaxed on January seventeenth, culminating with this e mail despatched out to Dashing Diva’s whole buyer base:
The blogger Halversen referenced is Tasha @ Making Managing Cash. Tasha has since posted emails between herself and Halversen main as much as the January seventeenth public e mail.
No matter Halversen’s intentions, his e mail solely added gas to the fiery buyer backlash.
Inside 24 hours of Halversen’s public e mail going out, Dashing Diva introduced it had terminated its MLM alternative.
Correspondence between Dashing Diva and its customer-base suggests Halversen was fired inside 24 hours of sending out the general public e mail.
No matter whether or not The Diva Life’s compensation plan was arrange as a pyramid scheme or not, I feel there’s an vital lesson right here in the best way to talk together with your clients.
Loyal clients may be loud, and if you happen to as an organization do one thing they don’t like, you’re in all probability going to listen to about it.
Dashing Diva did come to the proper determination by their clients finally. Maybe nonetheless they may have carried out higher by placing feelers out with their clients prior to saying The Diva Life.
This received’t essentially work with each firm considering of going MLM. However if you happen to’ve cultivated as shut a following as Dashing Diva appears to have, it’s in all probability a good suggestion.
And this goes for any employment actually; In case you’re a brand new rent to an organization with a longtime retail buyer base, learn the room earlier than you resolve to go nuclear.
I spent nearly all of the weekend each touch upon IG and every account and I’d say in a common manner that 40% are intentional feedback from rivals who’re threatened by our product and chosen path of promoting. 30% extra are bots designed to observe and pattern these feedback.
Fairly nefarious stuff but it surely’s the truth of social media.
20% are social influencers who’re threatened by our enterprise mannequin as a result of they know their forex to transform followers into gross sales is just not practically nearly as good as your potential.
The remaining 10% are both simply plain ignorant or sad in life and so they simply can’t be helped.
Whereas I can’t say for positive, I’d say in a common manner the above paragraphs are in all probability what did Halversen in – and The Diva Life within the course of.