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5 million views later, Quintessence has become a proper business
Quintessence, a lifestyle blog, has successfully transformed into a robust business, largely due to its popular "At Home With" video series. Co-creator Susanna Salk highlights the shift in media consumption, where traditional categories are blurring, allowing for a broader exploration of topics like home, fashion, travel, and personal stories. Stacey Bewkes, the founder of Quintessence and a former art director for Simon & Schuster, developed her videography skills by creating a retrospective DVD for her daughter's fifth-grade graduation, which eventually led to the inception of the video series. The first video, featuring Thom Filicia, was launched on Valentine's Day in 2013.
The early videos showcased Salk and Bewkes shopping with designers in New York, where designers shared their preferences and insights. The series has since featured prominent designers such as Suzanne Rheinstein, Cathy Graham, and Paolo Moschino. Despite their individual projects—Bewkes managing the Quintessence blog and Salk writing books—the duo has cultivated a strong working relationship, even collaborating on books. This synergy is central to their success, with Bewkes noting their shared work ethic and enjoyment in their creative endeavors. Salk particularly values the connections forged with designers and the community engagement fostered through their content, citing an example where a custom dog collar seen in Emma Burns's home led to a collaboration between her neighbor and a local artisan.
Maintaining the content machine for Quintessence involves significant effort. Bewkes admits that the workload is substantial, especially for creating original content. Initially, she posted five times a week, a schedule that proved unsustainable, leading her to reduce it to three times a week, and now even less frequently due to the demanding nature of video editing. She acknowledges the necessity of taking breaks and managing expectations regarding content volume. The financial sustainability of Quintessence was initially a challenge, with Salk and Bewkes investing considerable personal time and money into the project.
However, the venture began generating revenue through sponsorships. With 5 million views over five years, and a significant portion of those views accumulated in 2018 alone, sponsorships became a viable option to support their passion project. They currently charge $6,000 per sponsored video, integrating commercials and ensuring that these sponsorships are permanently attached to the chosen videos. This model contrasts with print media, which is more expensive and ephemeral, as Quintessence's videos continue to attract viewers months and even years after their initial release. Publicists and marketing directors often facilitate these sponsorships by pitching clients whose licensed collections or brands align with Quintessence's content.
Approximately 80 percent of their videos are now sponsored. Despite not yet reaching their desired earnings, Bewkes and Salk view this as a progressive step. A core principle for them is maintaining editorial integrity; they commit to only featuring brands they genuinely admire, ensuring that sponsorships do not compromise the quality or authenticity of their content. This commitment to their shared vision and ethical approach has been crucial in building and maintaining their audience's trust.
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