Coulee Creek Designs founder Melanie Luger grew up borrowing her mother’s turquoise jewelry. Drawing inspiration from her Western lifestyle, she’s made jewelry off and on for 20 years. Luger started the jewelry and clothing company in 2010, and in 2013 she opened a storefront in her hometown of New Town, North Dakota. She recently opened a second location in Bismarck, North Dakota, managed by her daughter, Jordan.
Coulee Creek’s online commerce has, until recently, been completely centered around Facebook and Instagram traffic. With about 3,000 Facebook fans and 1,500 Instagram followers, the company has an invested niche of customers. Every day, at the same time, Luger posts photos of styled looks with a new product to entice clients.
“I just focus on putting looks together for people. If [I keep that] my focus, that’s what sells it,” Luger says. “I try to use the newest product that I want to sell.”
Coulee Creek’s clients either private message the company or comment on the post with their size and email address. Luger will send an invoice by PayPal to the address, and once payment is received, the client’s product is shipped. She says her younger clients prefer to shop this way over traditional e-commerce on her website
“Some people feel like going to a website just takes more time, and it’s easier for them to shop on Instagram or Facebook,” Luger says. “It’s pretty quick and easy for me, too.”