My name is Cindy Cournoyer, I’m co-founder of Girl Crush.
And me, I’m Rosalie Côté, and I’m marketing assistant Girl Crush.
Tell us a bit about your brand and the products you offer.
We design ready-to-wear women’s clothing in sizes ranging from XX-Small to 3X-Large. Each piece captures the spirit of a memory—whether it’s the love of skiing, the thrill of festivals, or the passion for sports. That’s what truly defines our brand.
We also focus on sustainable fashion, using recyclable materials and always integrating an eco-conscious approach into everything we create.
What truly inspires us—Lucy, my co-founder, and I—is our deep passion for women’s empowerment. We’re driven to pave the way for women to express themselves through fashion on their own terms. But just as importantly, we’re committed to making that journey sustainable.
From the fibers we choose for our clothing to how we store and ship our products in recycled boxes, durability and environmental responsibility are woven into everything we do. That’s our “why”—the reason we started Girl Crush and the reason we’re still going strong five years later.
How do you connect with your target audience?
On our social media, we connect closely with our customers by sharing behind-the-scenes moments from our daily lives and the inner workings of our company — including how we create our pieces. It’s a meaningful way for us to build a genuine connection with them.
By the way, who is your target audience?
Our audience is primarily between 18 and 35 years old, and we’re proud to be highly inclusive when it comes to sizing. Our community includes mothers, students, creatives, and entrepreneurs—people who not only reflect who we are on the inside, but who also come from diverse backgrounds in terms of gender, identity, and expression.
What were the biggest challenges for your brand before discovering Glowtify?
Before using Glowtify, it was challenging for us to centralize all our marketing efforts. We were managing newsletters, blog articles, our ambassador program, and, of course, social media posts — and it all started to feel scattered. Glowtify really helped us bring everything together in one place, adding a sense of cohesion and structure between all these initiatives. It honestly made a huge difference.
How did these challenges affect your business?
The lack of centralization caused us to lose a lot of time. It also complicated communication and collaboration among the different members of our marketing team. This made it difficult to coordinate our efforts in real life and to truly maximize our marketing impact.
Have you tried other tools or strategies to solve these problems?
Yes, we tried several tools to centralize our efforts, but that ended up being the problem. We spent money on multiple platforms, many of which offered overlapping features. In the end, it resulted in wasted time and higher costs. As Rosalie mentioned, it just didn’t work out.
How did you discover Glowtify and what convinced you to give it a try?
One of our colleagues, Alexandra, introduced us to Glowtify, and we were amazed that such a platform existed. We had heard about its effectiveness, but not much about its AI capabilities. At Glowtify, we are strong advocates of artificial intelligence and actively encourage our team to use it. It feels like a passing train—something exciting but also a bit intimidating, which naturally creates some resistance. However, the platform’s intuitive design, as you mentioned, made it easy for us to get started and seamlessly integrate AI into our communications.
Did you have any doubts or concerns before getting started?
It was definitely a new platform for us, and there’s always some hesitation when adopting something new because it requires an adjustment period. If the platform doesn’t work well for the team, it can feel like lost time after investing effort to learn it. We had some initial hesitation, but the app turned out to be very easy to use and super intuitive, so that learning curve was short-lived.
Exactly. I believe it’s crucial for companies to understand that when introducing and adapting new tools, you need to clearly explain them, ensure everyone understands, and communicate effectively with the entire team. Especially when your marketing team has multiple members, having a proper onboarding phase for employees is essential.
How did you integrate Glowtify into your daily work routine?
First and foremost, it was important for us to understand the platform’s structure and to incorporate our content pillars—everything essential to reflect the company’s DNA and what Glowtify enables us to do. We made sure everyone was aligned. Since we also have a communication manager, it was crucial to establish how we wanted to communicate at every stage within the platform.
Once we got started, we began assigning tasks directly through the app. What’s really convenient is that each team member receives an email notification saying, “You have been assigned this task.” This makes teamwork within the application incredibly simple and efficient.
Tell us about the learning curve of the app?
I’d say we’re quick learners, but the platform’s intuitiveness made a big difference. As a company that values beauty—our mission is to create beautiful clothing—we naturally appreciate tools with a clean, attractive interface. That’s exactly what Glowtify offers. So, it was easy for us to decide to give it a try alongside what we were already using, and honestly, it went really well.
Within the marketing team, it has fostered a strong sense of cohesion, making collaboration much smoother.
We were also quite proactive in identifying what we didn’t know and what improvements we wanted to see in the platform. We maintained close contact with the Glowtify team for any questions or feedback. This ongoing dialogue helped us uncover and overcome any obstacles along the way.
Which features of the application do you prefer?
I’d say the AI is definitely our favorite feature. It’s an essential tool we rely on daily because it produces highly relevant content that perfectly matches our brand’s voice and the casual, familiar tone we use with our clients. It quickly “understands” how to communicate with our audience—unlike other platforms where we constantly have to retrain the AI to speak our language. This has saved us an incredible amount of time.
To add, our communication style is quite informal—we use the familiar “you” when addressing clients—and the platform captures this perfectly when generating content. We’re deeply connected to our core values: female empowerment, community spirit, engagement, and sustainability. Incorporating all of that into the platform was incredibly easy.
I also really appreciate the calendar feature, where we can add important dates. As I mentioned, we’re constantly busy with events and collaborations with wonderful local businesses. Being able to integrate all that into the app helps generate relevant content and keeps everyone aligned on the same schedule. It’s truly been a game changer for us.
Have you noticed any concrete improvements since you started using Glowtify?
Certainly! When it comes to performance indicators that matter most to Girl Crush, conversion rates stand out. This includes conversions from our newsletters, organic content, and website traffic. Thanks to these metrics, we were able to confirm what we suspected and better target our efforts for improvement. We’ve seen a solid increase — during our recent final sales, we exceeded our goal of 2%, rising from 2.2% to 2.8%.
How do you use AI on a daily basis?
We use AI not only for content suggestions but also for editing. While we always add a personal touch, I don’t believe AI replaces humans entirely—it’s more about saving time. It’s an incredible tool, and this platform executes it exceptionally well.
For example, I handle the blog articles. Honestly, it’s so much easier now. I start with a draft generated by AI and then simply tweak it to add the finer details I want, instead of writing everything from scratch. We reversed the usual process, and it has been a huge time-saver.
How do you envision using Glowtify in the long term?
We’re continuing on the same path with our communication strategy. I believe this is a significant step for many startups—not just in Quebec, but internationally as well. SEO has always been our “little black beast,” if you will—the area where we feel the least confident. Having a clear diagnosis has been invaluable, as it helps us identify and reach out to experts who can support us with the more challenging aspects. It also serves as a reminder that we need to give it proper attention.
Moreover, all the meta tools enable us to connect with other partners, like Shopify in our case, making it easier to keep our product descriptions up to date.
Would you recommend Glowtify to other eCommerce brands?
Absolutely. For us, all clothing companies aren’t competitors — our goal is truly to pave the way for women, especially Quebec-based designers, who want to create sustainable fashion. Ultimately, we hope every brand takes the step toward producing with natural fibers and organizing meaningful events. If there are companies running pop-ups or launching creative marketing initiatives, why not? Glowtify would be an incredible tool to support them in that journey.
And finally: Glowtify in one sentence?
Glowtify is the go-to platform that centralizes all your marketing efforts—designed by a local enterprise for local businesses—guiding you step-by-step to grow your brand.
With powerful performance indicators that deliver results effortlessly.
All in one place.
Want to follow Girl Crush steps? Book a demo today!
