We had the good fortune of connecting with Sofia and Carolina Muller and we’ve shared our conversation below.
Hi Sofia and Carolina, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
Working in the logistics and supply chain industry amid the pandemic we began to realize the shift in the world and the need for adopting new processes in a fast-changing economy. we realized we had to adapt to what businesses were needing and in our case, we realized it had to do with fulfilling orders daily for e-commerce businesses.
The project arose and we began to get into e-commerce.
We began selling on Amazon but were soon surprised with the shipping fees and low ranking of our products. Therefore, we had no other choice but to opt for Amazon’s fulfillment service: FBA. Amazon tends to be tricky and maintains most of the clients’ information and does not allow small businesses to create their client base. The fees only add up and took away almost 90% of our earnings. We were trapped in Amazon’s maze.
This experience opened our eyes as we began to explore alternatives. We had our warehouse, we were fulfilling orders but in the B2B wholesale business, so we thought, why don’t we create the Amazon fast shipping experience but making it accessible to the modern entrepreneurs or businesses that just like us want to have their own business but with complete control over their sales and the client experience.
This idea took us through a long journey that leaves us where we stand today. We adapted our already 25-year operating system to the modern needs of e-commerce. We evaluated where the need was: mastering the last mile without the extremely high costs most marketplaces charge. This got us to explore the world of co-warehousing and the concept of distribution of the inventory to reduce shipping times and costs.
We find ourselves in the constant development and implementation process. We continue to identify new needs and trends that shape our business. Our objective, in the end, is to be an aid to our customers, understand them and help them grow their business in any marketplace.
Alright, so let’s move onto what keeps you busy professionally?
So our story begins a while ago. Carolina, the eldest, has always had a passion for fashion and developed a brand: Rhada Studio. She asked me, Sofia to help her out with a more analytical, business mindset. Just to put it in context, Carolina tends to have more creative ideas, innovative suggestions, while Sofia tries to implement them and see how they could evolve. This hats and crowns brand began to grow with much dedication around the same time Aerowork began its life. We found a perfect balance between what we wanted to achieve with fulfillment and a brand to fulfill.
Rhada Studio was the ideal client we needed to test out the fulfillment service we were creating. It is a unique brand because of the products it offers, its size limitations and packaging requirements. This challenged us to create the perfect fulfillment service for businesses that had these same issues and want to offer the extra mile to their customers.
Some challenges we faced had to do primarily with the e-commerce world. Advertising online had costs that were simply too high for the moment we were launching. This made us remake our business strategy, begin to participate in more e-commerce community events, understand challenges others faced, and focus on promoting our brand in a different way than just paid advertising to eventually sell more online.
We would like the world to know that our objective is to help small businesses achieve those unpayable standards that the big corporations have settled. This includes everything from same-day shipping, to returns and customer service experience. We make it possible for the new or small brands to give their clients the same experience Amazon does.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Our favorite spots in the city include Brickell City Center and Miami Design District. We would definitely recommend these places, the pop-ups they have, the markets on weekends, it is simply a pleasure to be there. Events are constantly going on and you can always have fun and enjoy the different artists or restaurants in the area.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
To our parents that have pushed us to discover new ideas and implement them. We are currently developing this area in our family business and have full support and guidance. Couldn’t be where we are without them. They believed in us and we are taking this challenge together.
Instagram: @aeroworkmiami @rhadastudio
Personal Pictures for Rhada & Illustrations