"Well it has effected everyone, and in this strange way, I think it has brought us closer together. For myself and my brand, we were looking for an opportunity to give back. Last week, we launched a massive promotion with Tom of Finland Store, which is legendary in the queer community. We're working with them to sell face masks — for every mask purchased, we also donate one to the Los Angeles LGBT Centre. It feels like a great way for us to give back to the community, and also offer masks to our customers who want them.
It's also changed our messageing. If you want to buy something from us now, awesome, thank you for supporting small businesses. But I'm not going to chase you to buy. Let's talk about memories, let's cherish how much we're being entertained by the show. We can talk about sales later. It's refreshing to talk to our customers as people and relating to them. We're stepping away from constantly trying to sell."