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Curator’s Corner: Focus On Your Niche

Gentleman’s Box Co-Founder, John Haji, weighs in on the importance of focusing on your target market.

Welcome to the very first post of Curator’s Corner. My name is John Haji, Co-Founder & Chief Gentleman of the Gentleman’s Box. In my next few posts, I am going to take you through a series of tips focusing on the procurement process and what it takes to curate the best monthly box. Curating boxes every month is one of the most exciting and fun-filled tasks I have. It allows me to be creative, think outside of the box and, like our subscribers, discover new brands and awesome products. However, the procurement process is not as simple as packaging a handful of items in a box. There’s a lot of thought and preparation that goes into each and every Gentleman’s Box so that our subscribers want to come back for more. New subscription box companies are being formed, and they are rapidly changing the shopping experience by bringing convenience, value and, ultimately, solutions to gaps in the market. This leads me to my first tip:


Consumers sign up for monthly boxes that appeal to them specifically, whether it be a box centered around health, fitness, fashion, pets, running, coffee, etc. For example, at the Gentleman’s Box, we focus on providing our subscribers essentials that revolve around fashion, style and grooming. We provide items such as ties, socks, pocket squares, tie clips and more. It would be off putting to our subscribers if they received items centered around different categories such as running or fitness. Don’t lose focus on your target market and make sure each product in every box is centered around what your box represents.

Focusing on a niche helps improve the procurement process and allows curators to be creative and determine what their fans want to see. In my next Curator’s Corner post, I’m taking a deep dive into the topic of themes. Stay tuned, and feel free to connect with me directly at with any feedback!