CryBaby: New Name in Empowering Women

Kyle Russel
2 min readNov 23, 2020

Esma Ilyas has always had the entrepreneurial spirit in her. As one of the founding partners of Ivory Ella and stargaze, Esma has had massive amounts of experience in the clothing and brand industry. Yet, she wanted to change up the game and do something different with her life. So, Esma started her newest venture, Cry Baby. Cry Baby isn’t simply a clothing brand but rather a community that comes under the guise of being ok with venting and sharing their emotions with one another. This has allowed loyal customers that are communicating on social media and buying all the limited drops that Esma launches throughout the year.

“Cry Baby’s marketing team is so simple, just Instagram marketing, we haven’t paid even a dollar for any influencer ads, all-natural growth and Cry Baby’s team just did their own Facebook ads and that’s it. We don’t use any agencies for Facebook, something that is really rare in the industry.”

By using this organic growth in her approach, Esma has been able to solidify her business as a premier clothing brand that helps tailor herself to the elites in terms of woman that have a lot of pride in themselves. This movement of empowered woman in the world is something that Esma likes to catch as she heads into more and more profitable years running her business.

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Kyle Russel

Giving Advice to Businesses and New Entrepreneurs| Mentor | Avid Reader | Always on the Watch for the Next Big Thing