Golde benefits greatly from social capital, and its relationships have proven to be just as important to its success as the products it sells. This takes the form of retailer/business relationships, customer relationships, and the broader relationships fostered by Golde’s founder, Trinity Mouzon Wofford, and the greater wellness community supporting Golde. Partnerships with companies like Urban Outfitters, Sephora, and Target are a form of social capital that furthered Golde’s platform. They extended Golde’s reach by providing access to consumers, more established distribution channels, and visibility that would have been harder for a small company to foster independently.
These partnerships positively affected other areas of Golde’s social capital. The spotlight the company received helped it build a stronger customer base by introducing new consumer groups to key aspects of Golde’s branding: accessibility, inclusivity, and approachability. This social capital can lead to customer loyalty and brand advocacy for Golde. Combined with the community built around Golde by founder Trinity Mouzon Wofford, Golde has created a network of relationships that has helped build brand recognition, credibility, and meaningful consumer connections.
