Prior to the turn of the decade, the world was expecting another ordinary year full of changes. However, people were unprepared for the unpleasant surprises 2020 would bring, particularly the onset of a global pandemic. As the media reported the Coronavirus’s arrival in the United States, people started taking precautions and stocking up on supplies. Masks became essential to the masses, and when stocks came in short, others started innovating and creating their own. Diana True Knox was among those who created a mask of her own, eventually leading to La Moda Masks’ creation.
When the Coronavirus came ashore early last year, many people were afraid and took extra precautions to avoid contracting the virus. In July, Diana True’s grandmother was diagnosed and brought in an ambulance. She was then put on a ventilator, and Diana and her family did not see her for a month. Because her grandmother was the prime caretaker of Diana’s grandfather, Diana returned to her hometown and helped her parents take care of him. Her cousin would join them in caring for Diana’s grandfather. Eventually, her grandmother passed away. As a way of honoring her grandmother, Diana created La Moda Masks.
La Moda Masks is a company that specializes in making masks to protect others from the virus as they maintain social distancing when going out for work or groceries. Using reusable cotton material, each mask is designed uniquely as the brand utilizes function, comfort, and fashion. La Moda also understands how people are not keen on setting their masks on dirty surfaces or losing them, so she designed the masks to have connectors.
The mask connectors sold come with a complimentary reusable mask. They function in different ways. Each comes with chains that can allow users to keep the mask on as a necklace, removing the need to set it down for meals outside or in the company of others. The masks also function as a sunglasses connector as La Moda includes them with each purchase.
Diana True’s background as a digital marketing director for a luxury department store contributed to the brand’s success. Having worked in retail since college, she learned the ropes of how the retail world works, from pricing products to wholesale. Diana practiced her knowledge to quickly make revenue through her TikTok.
Witnessing the success of viral marketing, Diana used the extra time she had to start La Moda Masks with her cousin’s help. Her venture proved to be successful as they went viral the day following their post. Within a week, La Moda Masks started shipping to fourteen states, quickly creating a solid collection. In less than a year, Diana has sold masks to every state. Following their vast revenue, La Moda Masks have been donating portions of their profit to Covid-19 related medical relief as Diana hopes to encourage people across the nation to stay safe and wear a mask.
Diana True plans to pivot her business and eventually shift her focus to jewelry. She hopes that her continued success will lead to the creation of a clothing brand.