How A Ma Maniére Used EQL’s Shopify App to Reward Loyal Fans—And Saved Days of Work in the Process
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A Ma Maniére leveraged EQL’s Shopify App to deliver a seamless VIP launch experience that strengthened loyalty and cut out days of manual invoicing.
The Challenge
Legendary sneaker and streetwear retailer A Ma Maniére is no stranger to high-demand releases. As one of the most-loved banners under parent company The Whitaker Group, A Ma Maniére has grown a strong and loyal following. The brand often manages complex launch logistics to serve both its fans and internal stakeholders at its retailers across the country.
However, when it came to offering exclusive access to specific products for their VIPs, the process was often manual and time-consuming for A Ma Maniére’s internal team.
“Say you have 200 VIPs—traditionally, we're sending each one an invoice. It takes a lot of time. You have to check all the information, the addresses... it could take hours or even days,” said Jillian Tucker, Web Content Associate at A Ma Maniére.
In April 2025, A Ma Maniére wanted to do something different: create a premium experience for their community without the operational pain points.
Say you have 200 VIPs—traditionally, we're sending each one an invoice. It takes a lot of time. You have to check all the information, the addresses... it could take hours or even days.
Jillian Tucker, Web Content Associate at A Ma Maniére.
The Fix
A Ma Maniére tapped into EQL’s new Shopify App to run an Exclusive Access release for their “For the Love” collection. Instead of manually invoicing VIPs, Jillian and her team were able to:
- Upload VIP lists instantly via the app inside their Shopify store
- Automate access and checkout directly through Shopify, eliminating the need for manual invoicing
- See real-time inventory and conversion data
“I couldn’t even believe how fast it worked. Uploading our lists and plugging in inventory was a breeze,” Jillian said.
“For the first time, it all just... flowed.”
The result? A clean, high-conversion launch that not only rewarded TWG’s most loyal fans, friends, and family but also saved their internal team days of tedious work.
Beyond conversion, the launch also aligned with TWG’s broader goal of growing and nurturing its loyalty programs, especially as it invests more in product storytelling and elevated brand experiences.
“We wanted people to feel like this was really exclusive. That they were part of something special the company was doing,” Jillian shared.
I couldn’t even believe how fast [EQL's Shopify App] worked. Uploading our lists and plugging in inventory was a breeze. For the first time, it all just... flowed.
Jillian Tucker, Web Content Associate at A Ma Maniére.
The Outcome
TWG’s Exclusive Access launch using EQL’s Shopify App delivered:
1. Significant time savings: “It definitely saved days of work,” Jillian noted.
2. Improved productivity and fewer chances of manual errors
3. A smoother, more elevated VIP experience
It also gave the TWG team new flexibility in how they plan and execute releases moving forward.
“This is a totally new workflow for us. It’s helped us think differently about how we do smaller launches and employee access, too,” Jillian said.
And the app’s built-in error-checking features? A quiet game-changer.
“If there's a duplicate email or size, it'll flag it before you process. Less staring at spreadsheets trying to find issues—that was super helpful.”
This is a totally new workflow for us. It’s helped us think differently about how we do smaller launches and employee access, too.
Jillian Tucker, Web Content Associate at A Ma Maniére.
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