Five years after Baton Rouge interior designer Colleen Waguespack launched Fig & Dove, specializing in high-end Christmas decor, the entrepreneur is expanding her business into items and gifts for other special occasions.
While Waguespack—one of Business Report’s 2019 Influential Women in Business—previously focused on selling her high-end Christmas ornaments and decor through wholesale for stores like Neiman Marcus, the coronavirus pandemic shifted much of her business’s sales into a direct-to-consumer model through her website.
“People were buying online, even with the shutdown earlier this year,” Waguespack says, adding that overall sales are up 50% so far for the year. “We started as a Christmas brand, but with people losing loved ones and not being able to get together, people started buying and gifting our dove and cardinals as sympathy gifts.”
She and her team began exploring ways to expand what items were performing well on Fig & Dove’s online shop and noticed that some 60% to 75% of orders included gift wrap. When she noticed the Christmas business was seen as a special occasions and gifting brand, they launched a wedding registry. And after monogrammed hand towels sold so well during the onset of the pandemic with increased hand washing, the team decided to experiment with baby products, which led to the launch of Fig & Dove’s baby collection over the summer.
Waguespack and her team are working on a wedding collection for next spring, along with other items that can sent as sympathy and empathy gifts.
Also supporting the brand’s growth is the coverage it has received in regional publications, Waguespack says. The brand was in this month’s issues of Garden and Gun and Southern Home.
“We’ve definitely been expanding and growing,” Waguespack says. “This has been a really good period for us.”
Now that she has five years under her belt with the brand, Waguespack plans to partner with an investment group five years from now to fund Fig & Dove’s growth regarding the staffing, facilities and technologies needed to scale the company.
Read more about Waguespack’s career in a recent Business Report feature.