1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?

Dario Markovic: Eric Javits began with a simple belief: women deserve accessories that are as functional as they are beautiful. By pioneering innovations like our signature Squishee® material, we transformed luxury sun protection into a category of its own. Today, our brand stands apart by creating timeless, travel-ready pieces that empower women with both style and real-world practicality.

2. Since launch, what have been the 1–2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?

Dario Markovic: The first major turning point was the creation and launch of our proprietary Squishee® material. When we introduced a luxurious, packable, UV-protective straw that didn’t crack, crush, or fade, it fundamentally changed the trajectory of the brand. We learned that true innovation, not trend-chasing, creates products with staying power, viral word-of-mouth, and high-margin longevity.

The second turning point was shifting from a “fashion-first” mindset to a “lifestyle-solutions” design philosophy. When we began designing around how women actually travel, live, and protect themselves in the sun, our products became not just beautiful accessories but essential companions. That pivot taught us that profitability grows when you solve problems with elegance, because customers immediately recognize the difference and stay loyal to it.

3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?

Dario Markovic: 1. Paid Social (Meta/Instagram), our largest revenue driver.
Visual storytelling is everything in our category, and platforms like Instagram allow us to show the craftsmanship, texture, and real-life versatility of our hats and bags. We’ve learned that aspirational lifestyle imagery outperforms pure product shots, and that educating consumers about Squishee®’s packability and sun protection dramatically increases conversion.

2. Email & SMS: our highest-margin, most profitable channel.
Our customers respond exceptionally well to education-based content: how to style a silhouette, how Squishee® is engineered, and how to choose the right hat for face shape or travel. We’ve learned that retention in luxury doesn’t come from discounting, it comes from delivering value, story, and exclusivity.

3. Marketplaces (especially luxury-curated retailers), strong secondary revenue.
Retail partners expand awareness and credibility, particularly for first-time buyers who discover us through trusted platforms. Our biggest lesson here: curated distribution protects the brand. When we limit where our products appear, conversion and AOV stay significantly higher.

4. How are you thinking about search in 2025 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?

Dario Markovic: In 2025-26, search isn’t just Google anymore, AI assistants and discovery platforms are shaping how people find us. At Eric Javits, we’ve shifted to content that answers real customer questions, structured data so AI can surface our products, and lifestyle-focused content clusters that position us as an authority.

Visibility now means being the trusted voice AI assistants cite, not just ranking on page one.

5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?

Dario Markovic: Turning first-time buyers into repeat customers and advocates is about making every touchpoint feel thoughtful, valuable, and brand-aligned. For us, it’s a combination of experience, content, and community:

Unboxing & product experience: The moment someone receives our hat or bag should feel like more than a transaction. High-quality packaging, protective dust bags, and little personal touches signal care and elevate the brand.

Personalized post-purchase journeys: We send tailored follow-ups, styling tips, care instructions, and curated recommendations, so the product keeps delivering value after it’s in their hands.

Content that inspires lifestyle: Beyond product features, we provide content around travel, fashion, and seasonal style. This keeps customers engaged with our brand even when they’re not actively shopping.

Community & social proof: Encouraging user-generated content and featuring customers in our channels creates a sense of belonging. People love to be part of a brand story, not just a transaction.

Exclusive perks & early access: Loyalty programs, early access to new collections, and surprise gifts create emotional loyalty and make repeat buying feel rewarding.

The goal is simple: make customers feel seen, valued, and inspired. When you do that consistently, they not only come back, they become advocates who share your brand naturally.

6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?

Dario Markovic: Double down on brand & story: Your narrative is your moat—invest in lifestyle content and consistent messaging.

Optimize for AI & discovery: Create content AI assistants, social commerce, and video platforms can surface.

Prioritize customer experience: High-quality products, packaging, and personalization keep people coming back.

Focus on retention, not just acquisition: Turn buyers into repeat customers and brand advocates.

Stop chasing every shiny tactic: Ignore trends that don’t serve your brand; don’t rely solely on paid ads.