Q & A Session with Shade Clothing founder, Chelsea Rippy:
You saw a need and you filled it. Many women and girls can relate to this fashion dilemma, but you decided to do something about it. Tell us a little bit about that turning point.
Shopping is a favorite past time for most women, but many women have frustrating experiences trying to find clothes that are fashionable, but still allow them to maintain a safe degree of coverage. For one reason or another – whether it’s stretch marks, love handles, age spots, or just a desire to look a little more professional in a business setting – most women want to be a little more covered than today’s clothing styles allow.
After an especially frustrating shopping trip where I was unable to find fashionable and modest clothing, I was venting to my mom that someone should make the perfect undershirt that would allow her to wear all of today’s popular styles. At that moment, I decided I would make that shirt.
I immediately went to work developing a line of shirts that allow women to wear the latest fashions without sacrificing a comfortable degree of coverage.
What made you determined to see your idea through? How difficult was it getting the business up and running?
For me, it was never an option not to move forward. Never once did I consider quitting the endeavor because I was dead set on making these shirts for myself, if not anyone else.
The obstacles were endless; it is almost comical. Looking back, it seems like everything that could have gone wrong, did. I had no experience in sewing, pattern making, design or manufacturing – and knew no one that did. It was really just a trial and error process. I originally thought I could launch the company in four months but it actually took me a year because I was so particular about quality and was working on a very tight budget.
It's great when you can find someone who shares your vision and passion. Your neighbor and friend Char Garn is also your business partner; what role did she play initially?
Char was introduced to Shade Clothing when it was still in its infancy. Throughout the process of designing and perfecting the shirts, I would turn to this great friend and neighbor for valuable feedback. Char was immediately a believer in the Shade Clothing product and quickly became my most enthusiastic "sounding board" as she would try on each style and work with me on designs.
Char shared the same passion so she just put in a lot of man hours at the beginning -- I couldn’t have paid anyone to work as much as she did. She helped with the more operational things; she has managed the entire sales rep (Personal Shopper) program from the beginning.
Char officially became my business partner in fall 2004 and Shade Clothing launched shortly after. Today we work together, playing off each other’s strengths, to design and distribute Shade Clothing to women all over the United States.
Tell us about your product offerings and business opportunity.
Shade Clothing launched with two shirt styles—the strap camisole and the cap sleeve under tee. The initial demand for Shade Clothing shirts overwhelmingly exceeded expectations, and the company’s biggest challenge for the first year was keeping up with demand.
Shade Clothing spread quickly by word of mouth. The initial channel of distribution was through the home party system, making Shade Clothing the first apparel company to sell through home parties. This strategy was replicated by more than 15 of Shade’s competitors. Shade Clothing recently expanded its women-to-women sales strategy by launching the Personal Shopper Program.
Women nationwide can become Shade Clothing Personal Shoppers and enjoy the benefits of being self-employed. By spreading the word about Shade Clothing, Personal Shoppers can make commission from their sales. Women who order Shade Clothing through Personal Shoppers also receive a discount – ten percent off their first order, five percent for each subsequent order.
For spring and summer 2006, Shade added nine new styles to its clothing line – four new women’s styles and five summer styles to its Girly Line, designed exclusively for girls ages 4 through 12. All the designs can be purchased through Personal Shoppers, at home parties, online and in select retail locations. Visit www.shadeclothing.com to locate a Personal Shopper or retail location near you.
What do you enjoy most about this business?
My favorite projects are those that deal with the creative process. I love designing products that not only benefit me, but women everywhere. It is so rewarding to see Shade shirts almost everywhere I go, but my very favorite thing about my company is when a new product arrives and I get to wear it. Seriously.
What advice would you give to women who aspire to become entrepreneurs?
Don’t even attempt to start a business unless you have a passion for and are committed to the product or service. You have to sacrifice too much to do it just for financial gain. A strong support system -- family, friends, husband, etc. -- is mandatory.
Share a tip that helps you in your everyday work.
Stay cool. I don’t get too excited about the good things and I don’t get too worked up over the bad. It’s the only way to function.
To view the full line of Shade Clothing products, visit www.shadeclothing.com
(Photos this page courtesy of Shade Clothing)
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