When starting a new business in a saturated industry, it’s important to stand out and make a statement with your marketing. That’s exactly what Jordan Nathan did when he launched Caraway, a range of non-toxic ceramic cookware celebrating interior design and home decor.
Instead of showcasing food or chefs, Caraway’s marketing highlighted product design and functionality, an approach that resonated not only with customers but also investors. Jordan has successfully completed multiple eight-figure funding rounds and created one of the fastest growing DTC brands to date, thanks to the marketing strategy he has used throughout his journey.
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Stand out with these four marketing strategies
By following the Caraway model, you too can make a splash by launching your brand into the world. Check out Jordan’s marketing tips to help you build a business that stands out.
1. Find something that makes your brand unique
Starting a business is one thing, but marketing your products can be a whole other challenge. The first step is to find out what sets your brand apart from your competitors and build on it.
“We saw a big gap in the market to focus on design, color and interior design because no other brand was thinking about this. [cookware] that way,” Jordan says. While developing the brand, he realized that its marketing assets needed to highlight its vibrant colors, sleek design and aesthetic to be memorable to new customers and potential investors.
![perracotta-colored caraway cookware](https://cdn.shopify.com/s/files/1/0070/7032/files/Shot08_CabinetStorage_4x5_0430_C.jpg?v=1703094689)
2. Commit to standing out
When it came time to photograph the kitchenware for his website, social media and promotional assets, Jordan didn’t want the food or the chefs to be the center of attention. Instead, he focused on what made Caraway different and allowed interior design to be the center of attention, before products or their functions. “Our product photographs were taken like sculptures, to present [the products] as art,” he says.
Before you shoot content for your marketing channels, decide what your photography will look like and stick to it. Jordan’s commitment to presenting Caraway products as works of art rather than kitchen utensils has led to numerous articles in publications such as Architectural summary And Vogue.
![caraway cookware set on a stove and marble countertop.](https://cdn.shopify.com/s/files/1/0070/7032/files/Shot02_Stovetop_Set_Duo_16x9_0122_C.jpg?v=1703094836)
3. Work with influencers, but not the ones you expect
The commitment to standing out and standing out in marketing should also extend to your influencer strategy.
“When it comes to influencer marketing, we focus a lot of our strategy on lifestyle influencers and individuals who can really tell the brand’s design story,” says Jordan. Since Caraway is primarily known for its kitchenware, Jordan takes the unexpected route and chooses influencers who focus on design and storytelling, rather than foodies or chefs. This unexpected move brings more attention to the brand and builds a design-savvy following.
Influencer marketing is one of Caraway’s most effective marketing strategies and is still something the brand uses today. After almost five years in business, the brand works with around 3,000 influencers and brand ambassadors.
4. Plan for the long term
It’s easy to forget your long-term goals when developing a marketing strategy, but Jordan emphasizes the importance of thinking five to ten years ahead. This way, you don’t need to continually update your pitch when looking for new business partners or investors.
“We always had a vision of taking over the whole house, so I had to focus on the long term. [plans for] Caraway and what it could become,” says Jordan. Since establishing this goal, all product photography, social strategies, pitch decks, and influencer connections have been done in hopes of expanding the brand’s reach.
![pots, pans and a caraway kettle sit on a marble counter.](https://cdn.shopify.com/s/files/1/0070/7032/files/Shot04_Countertop_Collection_16x9_0272_C.jpg?v=1703095016)
To develop a bold marketing plan, commit to filling the gap you are filling in the market and dedicate yourself to working with other influential partners in the same industry to spread your message.
Log in in full Shopify Masters episode to learn how Jordan’s marketing strategies earned him millions of dollars in investment and helped him expand beyond the cookware category.