In 2020, amidst the uncertainty of the pandemic, Christos Garkinos found a unique opportunity to connect with fashion enthusiasts. He began hosting Instagram Live sessions, which quickly evolved into a thriving luxury fashion resale business that has generated over $200 million in sales. These interactive sessions not only allowed Garkinos to engage with his audience but also helped create a loyal community of fashion lovers. This journey exemplifies how adapting to change can lead to significant success, as he built a brand that resonates deeply with its customers.
After three fruitful years in the fashion resale market, Garkinos expanded his vision by teaming up with Kelly Atterton, a trusted friend and beauty editor, to introduce a beauty segment to his business. Their collaboration reflects a continued emphasis on community trust; as Garkinos puts it, “They trust what I’m selling.” This partnership aims to convey authenticity and expertise, bolstering their customer base in the ever-evolving beauty industry.
Born in Detroit, Garkinos made a pivotal move to Los Angeles in 1990. His diverse career began at entertainment giants such as Disney and Virgin Megastores, where he honed his skills before venturing into fashion. He co-founded Decades, a notable consignment shop frequented by celebrities and stylists, and gained wider fame through the reality show "Dukes of Melrose." However, Garkinos faced personal challenges along the way, including a struggle with sobriety, which he poignantly discusses in his memoir, Covet the Comeback: How a Son of Greek Immigrants Found Success, Lost Everything, Then Built a Fashion Empire. This narrative reflects both his resilience and the complex nature of success.
His resurgence began when he organized trunk shows in various cities, such as Omaha and Detroit. These events helped him cultivate a dedicated following, affectionately known as the "Stos Squad." Garkinos capitalized on his returning popularity, hosting shows that connected him with his audience in real life. This grassroots approach not only revived his career but also established a strong platform for his business endeavors.
Recognizing that women often spend lavish amounts on luxury items—such as handbags—Garkinos astutely identified beauty as a promising avenue for growth. The beauty segment of his business has flourished, recently surpassing $2 million in sales. Together with Atterton, they transformed Instagram Lives into dynamic platforms for real-time beauty selling. These sessions allow brand founders to engage directly with customers, enhancing brand loyalty and facilitating immediate sales.
Their innovative approach combines elements of QVC and exclusive trunk shows while prioritizing customer interaction. With approximately 350 viewers per show—most of whom are women between 35 and 65—their events foster a vibrant community eager to explore carefully selected indie brands and medical lines. Notably, a collaboration with Dr. Diamond recently led to remarkable sales, demonstrating the effectiveness of their model. As Garkinos’s team expands and new technologies, such as an app launching soon, are introduced, he envisions creating what he describes as the "Netflix of shopping," combining convenience with an engaging shopping experience.
Through passion, adaptability, and community engagement, Garkinos has crafted an impressive journey that resonates with both his audience and industry trends, making him a prominent figure in the world of fashion and beauty commerce.