We love the way a product can completely reshape and improve the experience people have with the devices in their lives. We realized early that many accessories being produced for Apple products were relatively cheap and had very little true experience value. We created Proper™ to create accessories that add value and redefine what people can achieve with their favourite Apple product.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

We were really lucky to learn that our dedication to true innovation leads to products that cut through and resonate with both customers and media. We were featured on the likes of TechCrunch relatively early on, and that drove quick sales, and was indeed responsible for our very first sale.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

We worked at length to think about the journey customers would take on our website. We wanted to communicate clearly and concisely just how much customers could do when using our accessories.

We wanted to focus on beautiful high resolution imagery and video demonstrations. We use a highly customized theme along with Product Reviews, Zopim for real time customer interaction, Yotpo for social reviews, Shipwire for real time logistics and Notify to create a 'live and energetic' environment for shoppers. We've considered other platforms but always come back to Shopify for its ease of use for both customers and our administrative staff.

What are your top recommendations for new ecommerce entrepreneurs?

Stay true to doing something that will really add long term value to your customers. Your goal should not be the first sale, but rather the first repeat sale to the same customer. This return revenue is the true indicator that you are delivering something of substance that triggers enjoyment in your customers' lives.

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