Australian accessories brand Peta + Jain has experienced significant growth over the past 18 months.
The brand's bags are stocked by online retailers such as Princess Polly, Beginning Boutique, The Iconic and White Fox Boutique, who have a combined Instagram following of over 3.2 million people, while Peta + Jain's own Instagram following sits at approximately 4,500.
CEO partner at Peta + Jain, Jane Da Silva, said that the business witnesses significant sales after one of its online retail partners posts a photo on Instagram featuring the brand's bags.
"They often do really good Instagram posts on product, they'll do a full outfit and they'll have our bag in there. Within three days of having that product online, they have sold out of it. And the majority of it, they said, had gone overseas.
"So they're driving their capability of our product, they're seeing such a huge growth that they're coming back to us on a weekly basis of re-looking at purchasing a lot more product, making sure they've got availability."
Instagram influencers are also driving Peta + Jain sales, even though the brand has not undertaken any paid sponsorships with influencers thus far.
"We recently did a trip to Los Angeles and we actually saw people with our bags over there, which was very exciting for us to see our product being worn but also just seeing where we can go from here," Da Silva said.
"We saw at Coachella recently our bags were on quite a lot of influencers over there and we haven't had to pay for any of those influencers, so it's been a great driving force.
"We have a new retailer approaching us every day and we would get at least 20 influencers approaching us every day. Some of the influencers who are approaching us are 100 thousand followers plus – we're happy to give them [some product], they just love our brand," she said.