The company has strengthened its e-commerce offerings with tools like Google Merchant Center and the Google Channel on Shopify.
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When pro athletes posted photos of themselves wearing Playa Society sweats, Esther wanted to make sure social media users would know where to buy them. In 2020, Esther turned to Google Ads to bring more customers to her website.
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Having the ability to simply push a button and run an ad for a specific product or to update a Google listing has saved me time and boosted revenue. Says Esther, “For me it means representation it means being the Black-woman-entrepreneur that just one girl needs to see in order to spark a light in her.” Today, Playa Society is fulfilling Esther’s belief in the power of community and gender equity. With the help of Google tools, her website traffic has increased by 50 percent, and Playa Society has seen a 30 percent increase in sales. Esther learns what works to bring visitors to Playa Society through her Google Business Profile, and uses Gmail, Google Meet, and other Google Workspace tools to help run the business. Playa Society sells streetwear designed to bridge the gap between women and sports and fuel conversations about gender equality, like T-shirts reading “Girls who play sports become women who lead.” Says Esther, “I decided to create the brand that I needed when I was younger–one that would show the world that women can be strong, bold, and beautiful all at the same time.”
But even as she earned a Master’s degree in marketing and landed a full-time job, she kept asking herself, “What if I had more exposure to women’s sports, and had begun playing sooner? How much better could I have been?” That led her to start her Boston-based clothing company Playa Society in 2018. Esther felt lucky to have found the sport, which helped shape her identity and built her self-confidence. Still, she played Division I ball in university and went on to play and coach in England. 50% increase in website traffic since 2020Įsther Wallace came late to basketball, picking it up when she was 15 years old.
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