Alexandria Alli On Starting Her Fashion Brand, How She Got Her Products Picked Up By Stores + More
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Speaker 1 (00:03):
What's up his way up at Angela Yee, I'm Angela Yee.
Of course it's a Wealth Wednesday. So my girls, Stacy
Tisdale is here.
Speaker 2 (00:09):
Woo woo.
Speaker 3 (00:09):
Happy Wealth Wednesday everybody, and we are styling today.
Speaker 2 (00:14):
You know I had to do that.
Speaker 4 (00:15):
I love back, I love.
Speaker 2 (00:18):
We love.
Speaker 3 (00:18):
This is our favorite. We are so thrilled to be
joined by the one and only Alexandria Ali and She
is the founder and CEO of fm W Style and
an incredible star is among us. Alexandria has been featured
in Oprah, Daily, Vogue, Essence in Style, Black, Enterprise, and
(00:40):
she has created an unbelievable luxury handbag and accessory company
that is in over fifteen twelve hundred over twelve hundred
stores nationwide, including TJ Max, Nordstrom, Bloomingdale's.
Speaker 2 (00:56):
And Marshalls. Yes, I'm like your new pr here. That's
awesome and you.
Speaker 4 (01:04):
Know I love some bag talk. Yes, so this is exciting.
Speaker 1 (01:07):
I met you at the Digital Undivided and what I
also love is the fact that you really are out
there networking in those spaces too, which is something that's
important for a lot of entrepreneurs to do.
Speaker 5 (01:18):
Definitely, I mean I feel like that's something I wish
I started at the beginning of my business. I learned
that as I went on, and it's like just meeting people,
you just never know how that can connect you to
something else, like this opportunity right now.
Speaker 1 (01:33):
And the importance of the pitch too, because being able
to get up in those high pressure situations in front
of people and discuss your business and also know what
people are listening to is about like scale and numbers
and things like that. So let's start from the beginning
of how you first started, because this was like in
your blood.
Speaker 3 (01:52):
Yes, and before you even do that, when you were
talking about networking, you had told me before it did
not come easy to you.
Speaker 2 (02:00):
You do not like it, and you had to put
a system in place.
Speaker 5 (02:02):
Yeah, I had to put a system in place. Like
people see me now and they think I'm very extroverted,
and really I had to teach myself to become this way.
So what I did when I first started my business,
I'm like, Okay, you need to go out there and
meet people. What you're gonna do is go to these events.
You're gonna have five business cards. Once you give it
to five people, you can leave and So what happened
is I kept doing that and after a while I
(02:24):
would go to these networking events and people would be like,
oh have you met Alexandria? Oh, hey, meet this person,
and then it just kept going from there.
Speaker 1 (02:32):
Now I love that because a lot of people tell
me they're not comfortable. I mean, I'm not comfortable in
those spaces all the time. And so for a lot
of people that is part of the business. They call
it networking because it is still part of working, you know.
But let's start at the beginning, because, like we said,
this is in your blood, this fashion.
Speaker 5 (02:50):
Yes it is. So I started out My mom was
a designer. Actually when I was growing up in Vegos, Nigeria,
she owned a design studio where we used to go
and weekends and every day out of school and didn't
know back then I was actually learning things that will
help me with my brand. When we moved here to
the States, I started modeling. Wanted a time modeling, Yeah, yes,
(03:12):
I was modeling. Wanted to become the next Naomi Campbell.
That didn't happen. So I was like, you know what,
I need to go to business school, get my MBA.
I did, and I worked in banking for a long time,
but I just never felt fulfilled. I was not happy there.
I knew I wanted something in fashion, and back then
nobody was owning their own brand. When I would talk
(03:33):
to people about it, it was kind of like, what
do you mean? But my husband was just pushing me,
and he said, if you want to start, it doesn't
matter what anybody else is saying. You should start and
find what your happiness will made within this. And that's
how I started sketching and talking to people.
Speaker 1 (03:50):
I just see a lie from your background that has
led you to this place where you've been so successful today.
When it comes to growing up and having the access
that you didn't even think about it kind of as
us moss of you understanding and learning fashion, then working
as a model that really helps you understand fashion from
a different aspect, to then working as in banking, which
(04:10):
helps you understand finance. All of those things do come
together to create like the perfect entrepreneur. And then your
husband feels like also a piece of the puzzle too.
Speaker 4 (04:21):
Can you talk about how that's been.
Speaker 5 (04:22):
Look he has been because I have two kids as well,
and just having somebody to support me and kind of
have my back when. Sometimes I mean, as an entrepreneur,
you feel like you're an island by yourself. So having
somebody to be like, you know what you can do it,
go ahead. We're good. We're a team together. He's very
much a part of the business, and he does all
(04:43):
the stuff that I don't want to do, like the
financial part of it, the it part of it. He
does a lot of that, and we work together so well.
But he knows he has his own lane. I have
my own lane.
Speaker 2 (04:54):
And I love about your stories.
Speaker 3 (04:57):
You spent nine years in corporate and you got your
MBA yes, and then when you came to this realization
with your husband's help, that you didn't want to stay
in corporate anymore. You're very strategic about how you went
into entrepreneurship.
Speaker 2 (05:12):
Tell us about that.
Speaker 5 (05:13):
So I feel like a lot of people they say, oh,
you want to be an entrepreneur, you know, leave your
work and chase your dreams. That's great and all. But
for me, one thing I know is it's hard to
be creative when you're worried about where your next paycheck
is going to come from, or how you're going to
pay or how you're even going to survive. So what
I did was I started I was like, okay, if
(05:35):
you were to go part time, how much would you
have to make in your business in order to be
able to do that. So I put all the things
in place. I would be an event. I would be
going from store to store trying to get them to
carry the line. Once we got to a point where
we were making enough for me to go part time,
I did, and then again started working to be able
to go full time doing my business, and I did
(05:58):
the plan for that, and once again to the point
where it was like, Okay, you need to make a
decision if you're going to do the business or stay
at work. Then I did. But it was a step
by step.
Speaker 4 (06:08):
It was never as a process.
Speaker 1 (06:09):
Yeah, how did you find the right manufacturer to help?
Because I can imagine how hard it would be. You
want to design these amazing quality bags, as you can
see if you're watching, but at the same time, it's
not easy to find somebody that can fulfill that for you.
Speaker 4 (06:23):
So tell me what that process was like.
Speaker 5 (06:25):
It was a lie and we wasted a lot of money.
So my first order of bags that we did from
a manufacturer that was recommended by somebody came back, and
all of our name was spelled so instead of f
W style, it was f W Stelle like and when
you know, you're like really, you know, and when you
(06:49):
have something like that, it's like, what do you do
shipping it back? The cargo alone?
Speaker 3 (06:55):
You know?
Speaker 4 (06:55):
Do you still have to pay for that?
Speaker 2 (06:56):
Oh?
Speaker 5 (06:56):
Yeah, it's already been paid for by the time it
got to me. So it's like, so.
Speaker 2 (07:00):
They didn't take it back because they'd made a mistake.
Speaker 5 (07:02):
They will take it back, but I would have to
pay for that cargo and then go back.
Speaker 4 (07:07):
That is a wild mistake to make.
Speaker 5 (07:08):
A very wild mistake. And you know there was others
like that on So what did you do with those bags?
We gave them to It was a charity dress for success. Okay,
so it was years ago and we were able to
because there was nothing else that we could do it, right,
that's awful. Yeah, So we did that and then we've
just been kind of trial and error and also knowing
(07:31):
that I don't have to have as much inventory as
people tell you that you have to have. So finally
we landed on our manufacturer. We've been with them for
ten years, one of them and then the other one
for about seven years and now actually we partner with
them to help other brands a private label and manufacture
their handbags for their brand as well.
Speaker 3 (07:51):
You touched on something interesting, and I know, based on
a conversation we had had prior, you said, if you
had it to do over again, you might not have
spent so much of your own money upfront.
Speaker 5 (08:01):
Yes, I won't have because I feel like we're told
that you have to have two hundred three hundred one
thousand in inventory, but you can negotiate. You know, a
lot of the places where we're manufacturing, they're used to
that negotiation. So do that and just create the minimum
that you can. Once you learn how to sell that
(08:21):
and it sells, you can always order more. But you
don't have to start out with a million bags or
even ten bags and ten different colors and all of that.
So people want to pair big, but it's like grow.
Speaker 4 (08:32):
To Yeah, take your time.
Speaker 1 (08:34):
Yeah, because now when it comes to you said you
were going yourself to stores and retail to try to
get your bags in there.
Speaker 4 (08:41):
What was the first place that picked you up.
Speaker 5 (08:43):
So I'll never forget it. It was called It's called Moonkeys.
It was a sugar loaf where I worked in Atlanta
and I was working as a banker at the time,
and I would go from to a store to store.
Everybody said no, absolutely not because I literally only had
three bags in my collection, not different colors, just three bags,
and they're like no. And then also back then, as
(09:05):
a black woman in the luxury space, people were not
open to that. They didn't understand it. What do you know,
what family do you come from that you know this?
So it was hard. But I found this lady that said,
if you do a pop up in my store and
you bring people and people buy, I will start to
carry you and carry your brand. So I called every
(09:27):
family member, every friend. Some friends were like, well, I
don't have money to buy. I was like, well, I'll
pay you. I'll give you the money and you can
buy it. Like I did all that, and we packed
the place out and she started carrying my line. She
was the first one. And then she referred me to
a hotel Rich Carlton at the time with a static carline,
and then other Carlton started carrying my line, and we
(09:49):
just kept going.
Speaker 3 (09:50):
Those are fancy places and I know now, like we mentioned,
you're like in Bloomingdale's and norsetrums. But your mission was
really to make this type of luxury affordable to working women.
Speaker 2 (10:01):
And that's that. It goes back to some things you
observed when you were modeling.
Speaker 5 (10:04):
Yes, yes, I mean I've always loved even when I modeled,
I loved luxury handbags and things like that, and I
could not afford it at all, even while I was working.
I couldn't afford it all these two thousand, three thousand,
ten thousand dollars bags. So I said, how about if
I make something that's the same quality, that's beautiful colors
(10:24):
and affordable for women and made with the best grade leathers,
and you know, do that And so that's what I did.
I just have worked hard to make sure that it
was affordable in all these spaces, because even when you
go to Bloomingdales now and you buy some of our bags,
it's a lower price point, but the quality is unmatched.
Speaker 1 (10:42):
And let me ask you this, some people are hesitant
to be in like a TJ. Max and a Marshall's
so because sometimes they think, oh, you see my stuff there,
and they do, and trust I like to shop in
both of those places, by the way, But I know
for some people in on that side that you're on,
they can be a little hesit and what were your
thoughts about that?
Speaker 5 (11:02):
While I'm not gonna lie at first when they approached me,
I was just kind of like, oh, what does that
say about our brand or does it like devalue it
in any way? But absolutely not. The same woman that's
shopping at Blooming Years is also the hell is also
looking for it Max Marshalls the same day, the same day,
(11:23):
So it actually opened us up to a wider audience.
We were able to do essence last year and so
many people are like, oh my god, I have that
bag from TJ Max, I have that bag from Marshals,
and it has really helped to expand us in different category.
Speaker 1 (11:37):
Yeah, I've heard financially it's good to be in stores
like that, which people don't understand. That's why I wanted
you to expand on that, because a lot of times
you're like, I want to be in I want to
be in Name and Marcus Norsehims, I want to be
in stores like that, not understanding financially it can actually
be better for you.
Speaker 5 (11:53):
Yes, you know, to be definitely, I mean because they're
ordering thousands and thousands hundreds and thousands of bags, you know,
in these stores because they have so many locations. So
it's yeah, so that has been a blessing. And also
we don't the same things. We carry at the same
quality and everything, but it's not the same exact styles. Okay,
(12:14):
carry in TJ Max, Marshals that we would carry and
like a Bloomingdale's.
Speaker 3 (12:19):
So how to talk about how the first big retailer
found you.
Speaker 5 (12:22):
So we'll talk about one of them reaching out to
us on Instagram, so they reach out to us. It
was a buyer and literally she has her profile picture.
It was a cat, and I'm like, She's like, hey,
I'm a buyer for a large retailer and I would
like to talk to you. And I'm like, okay, here
we go. So I'm like, okay, here's the email address.
(12:43):
But it was she was a buyer and she just
loved our branding that was Marshals, that was with Max
TJ Max. So she was just loved our brand and
then decided to go with that, and then same with
even Bloomingdale's. It was an event that talk about networking
that we were doing. They saw our production we did
for Atlanta Fashion Week, they thought it was beautiful, and
(13:05):
they invited us for a two week pop up, then
a month long pop up. Then now we're carried in
their stores and we'll be online next month as well.
Talk you talk about white labeling too for other brands
now and trying to help other brands out. So what
would you tell somebody who is starting their own line
and they're like, this is so hard to be able
to do.
Speaker 1 (13:23):
How do I get myself out there? The branding is
so difficult, the market is oversaturated. What would you tell someone.
Speaker 5 (13:30):
You know when it comes to oversaturation. I feel like
sometimes we spend too much time thinking about that. I mean, Beyonce,
at the level that she's doing it, she's not worried
about oversaturation. So the more you elevate your brand, the
less you have to worry about that. So my advice
would just be focused on what you're doing. Focus on
doing this so well that they can't ignore that you're there.
(13:52):
Start one step at a time, do something, one thing,
just every single day for your business. That's what I
did while I was working full time, is every single
day I would do one thing, make one phone call,
reach out to one new person, and after a while,
all those things start to accumulate.
Speaker 3 (14:08):
And you really focus on even though the success you've reached,
on staying right there in terms of what you should
be doing to grow your business. You're actually in New
York right now on a business program with Goldman Sacks.
Talk to our entrepreneurs out there about finding those business
development programs.
Speaker 5 (14:24):
Yeah, I think stay tuned to a lot of those
companies and like Digital on Divided, like New Voices, Goldman Sacks,
they have these programs that really help entrepreneurs get you
to the next level. So this program I was in
with them. They look through every single inch of our
business and told us how to grow, how to become
(14:47):
the next multimillion dollar brand. And that's what this program
was about. It was a grueling six months because it
was almost four days a week we did stuff with
this program, and being a mom and a wife and
a running a whole business, it was a lot, but
I did it and I'm here for the graduation and yeah,
so that's why I'm here in.
Speaker 3 (15:06):
New You must have excelled because I heard you're given
the keynote at the graduation.
Speaker 4 (15:10):
I am, ah, congratulations.
Speaker 2 (15:13):
Thank you.
Speaker 5 (15:13):
So that that's gonna be tonight and yeah, I'll be
giving the keynote and just getting everybody pumped up for
this amazing week that we're.
Speaker 1 (15:20):
About to How hard is it when this is something
that is your baby and then you have to take
like critique and feedback and criticism because sometimes you have
to like not take it personal.
Speaker 4 (15:30):
But it is personal.
Speaker 5 (15:31):
Yes, it's very personal, especially like as a creative that
I'm drawing it so like I'm sketching out ideas that
I'm having that I'm so passionate about everything that I sketch.
But sometimes we make it and people are just like
it's giving no, and I just have to I just
have to give so and I just have to like
(15:51):
take that and understand that it's not only about my creativity.
It's also about what people want and what they want
to see, and that what's going to keep my business
around for a long time. So I have to realize,
you know, I've just had to realize that over time,
it's not just about what I want to create. Yes,
(16:11):
that's a major part of it, but it's also about
what the market is asking me for.
Speaker 2 (16:16):
One last thing for me.
Speaker 3 (16:18):
I know you have a lot to talk about, but
you make the point entrepreneurs have to realize it's not
just a one way street up and to have the
multiple streams of income and to pivot and not always
expect things to go.
Speaker 5 (16:32):
Yeah, I know, you know sometimes you make we make
it Seeman and I'm included in this on Instagram that
it's like you just put your stuff on Instagram and
hundreds and thousands of people are just buying it, and
it's just not true, especially in this economy. With my business,
in order for us to be successful, there's several things
that we do. We do events. If you look on
our page, we're always doing some kind of event. We
(16:53):
sell wholesale to stores and boutiques. We also do private
labeling and also work with other designers to manufacture their brand.
Then we have our e commerce. So all these things
together is what makes it successful because it's always going
to be up and down. It's never a straight shot up,
so you need all those other things to lift you
(17:16):
up when one is going down.
Speaker 1 (17:18):
And you talked about earlier spending your own money, Right,
have you gotten investors and yeah, okay.
Speaker 2 (17:24):
I have not.
Speaker 5 (17:24):
No, I haven't gotten any investors yet. But it's something
that I'm really thinking about because in order to be
able to scale to the level that I want my
brand to become a household name brand. So I know
that at some point is going to have to come in.
But thankfully we've been able to fund ourselves, you know,
with my own brand right now. But we'll see what happens.
Speaker 1 (17:46):
Yeah, because people have to understand how difficult that is,
just using your own money to fund your own brand.
But it is also a great way to make sure
you have a lot more power when it is time
for you to get an investor to see what you've
been able to do and accomplish on your own so
they can see how viable this is to take it
to the next level.
Speaker 5 (18:02):
Yes, yes, and as we continue to grow. The hard
part is when you have orders from you know, large
retailers that you have to fulfill. But then you have
to wait. You're not getting your money that you won't
get your money, right you wa four manufacturers to finish.
Then you're waiting for sixty to ninety days after they
received the product to pay you. That is a long time.
Speaker 3 (18:26):
Yeah really yeah, putting out that man, and we can
get people you own money.
Speaker 5 (18:30):
Too, exactly, So that is a long time to not have.
So that's where I see why so many people are
getting investors, because as you continue to grow, it really
is tough to do that on your own.
Speaker 1 (18:41):
And you did also a spinoff line, right, so text
us about that.
Speaker 5 (18:44):
Yeah. So we have f W Corp. Which we talked
about the private labeling, and we provide handbags for brands
like Hallmark, Mahogany and things like that. But then we
also have Lena Rich, which is a new line that
is named after my son and my daughter, Alena and Aldrich.
This line is more of a vegan leather line that
(19:06):
is going to be launching soon in a big box store.
I don't know if I can say yet, but anyway,
it's going to be launched.
Speaker 3 (19:13):
Some place we shop, Yes, began a shopping You are
you have a pop up Bloomingdale's this week?
Speaker 5 (19:20):
Yeah?
Speaker 2 (19:20):
People want to come and touch season person.
Speaker 5 (19:23):
Yes. So Bloomingdale's has been such a fantastic partner of us.
I'm just excited to be with the company that wants
us to do all these pop ups and events and
they want to partner with us for things like this.
So this Saturday, I will be at the Bloomingdale Soho
from one to four we'll be having a pop up there,
so if you're in the New York area, please come
(19:43):
out and see us. All right, well, I love it
shot at Yeah, shop at FUW style dot com and
then follow us on Instagram f W Style.
Speaker 4 (19:54):
I love it. Well, thank you so much for Wednesday.
Speaker 2 (20:00):
I do.
Speaker 4 (20:01):
I think these bags are so beautiful, y'all know, I.
Speaker 1 (20:03):
Love some bags so a nice crossbody.
Speaker 3 (20:06):
It was lovely having you on the show.
Speaker 1 (20:12):
But honestly, congratulations with everything that you've been doing. Every
time I see you, it's like a whole other level.
So that is the goal.
Speaker 2 (20:19):
We're very proud of you.
Speaker 3 (20:20):
Thank you, Thank you so much, and you can check
out Wealth Wednesdays Entrepreneurs Facebook group will have a lot
more with Alexandria and we have some great free resources
for all the entrepreneurs out there.
Speaker 1 (20:30):
All right, well, thank you, thank you,
What's up his way up at Angela Yee, I'm Angela Yee.
Of course it's a Wealth Wednesday. So my girls, Stacy
Tisdale is here.
Speaker 2 (00:09):
Woo woo.
Speaker 3 (00:09):
Happy Wealth Wednesday everybody, and we are styling today.
Speaker 2 (00:14):
You know I had to do that.
Speaker 4 (00:15):
I love back, I love.
Speaker 2 (00:18):
We love.
Speaker 3 (00:18):
This is our favorite. We are so thrilled to be
joined by the one and only Alexandria Ali and She
is the founder and CEO of fm W Style and
an incredible star is among us. Alexandria has been featured
in Oprah, Daily, Vogue, Essence in Style, Black, Enterprise, and
(00:40):
she has created an unbelievable luxury handbag and accessory company
that is in over fifteen twelve hundred over twelve hundred
stores nationwide, including TJ Max, Nordstrom, Bloomingdale's.
Speaker 2 (00:56):
And Marshalls. Yes, I'm like your new pr here. That's
awesome and you.
Speaker 4 (01:04):
Know I love some bag talk. Yes, so this is exciting.
Speaker 1 (01:07):
I met you at the Digital Undivided and what I
also love is the fact that you really are out
there networking in those spaces too, which is something that's
important for a lot of entrepreneurs to do.
Speaker 5 (01:18):
Definitely, I mean I feel like that's something I wish
I started at the beginning of my business. I learned
that as I went on, and it's like just meeting people,
you just never know how that can connect you to
something else, like this opportunity right now.
Speaker 1 (01:33):
And the importance of the pitch too, because being able
to get up in those high pressure situations in front
of people and discuss your business and also know what
people are listening to is about like scale and numbers
and things like that. So let's start from the beginning
of how you first started, because this was like in
your blood.
Speaker 3 (01:52):
Yes, and before you even do that, when you were
talking about networking, you had told me before it did
not come easy to you.
Speaker 2 (02:00):
You do not like it, and you had to put
a system in place.
Speaker 5 (02:02):
Yeah, I had to put a system in place. Like
people see me now and they think I'm very extroverted,
and really I had to teach myself to become this way.
So what I did when I first started my business,
I'm like, Okay, you need to go out there and
meet people. What you're gonna do is go to these events.
You're gonna have five business cards. Once you give it
to five people, you can leave and So what happened
is I kept doing that and after a while I
(02:24):
would go to these networking events and people would be like,
oh have you met Alexandria? Oh, hey, meet this person,
and then it just kept going from there.
Speaker 1 (02:32):
Now I love that because a lot of people tell
me they're not comfortable. I mean, I'm not comfortable in
those spaces all the time. And so for a lot
of people that is part of the business. They call
it networking because it is still part of working, you know.
But let's start at the beginning, because, like we said,
this is in your blood, this fashion.
Speaker 5 (02:50):
Yes it is. So I started out My mom was
a designer. Actually when I was growing up in Vegos, Nigeria,
she owned a design studio where we used to go
and weekends and every day out of school and didn't
know back then I was actually learning things that will
help me with my brand. When we moved here to
the States, I started modeling. Wanted a time modeling, Yeah, yes,
(03:12):
I was modeling. Wanted to become the next Naomi Campbell.
That didn't happen. So I was like, you know what,
I need to go to business school, get my MBA.
I did, and I worked in banking for a long time,
but I just never felt fulfilled. I was not happy there.
I knew I wanted something in fashion, and back then
nobody was owning their own brand. When I would talk
(03:33):
to people about it, it was kind of like, what
do you mean? But my husband was just pushing me,
and he said, if you want to start, it doesn't
matter what anybody else is saying. You should start and
find what your happiness will made within this. And that's
how I started sketching and talking to people.
Speaker 1 (03:50):
I just see a lie from your background that has
led you to this place where you've been so successful today.
When it comes to growing up and having the access
that you didn't even think about it kind of as
us moss of you understanding and learning fashion, then working
as a model that really helps you understand fashion from
a different aspect, to then working as in banking, which
(04:10):
helps you understand finance. All of those things do come
together to create like the perfect entrepreneur. And then your
husband feels like also a piece of the puzzle too.
Speaker 4 (04:21):
Can you talk about how that's been.
Speaker 5 (04:22):
Look he has been because I have two kids as well,
and just having somebody to support me and kind of
have my back when. Sometimes I mean, as an entrepreneur,
you feel like you're an island by yourself. So having
somebody to be like, you know what you can do it,
go ahead. We're good. We're a team together. He's very
much a part of the business, and he does all
(04:43):
the stuff that I don't want to do, like the
financial part of it, the it part of it. He
does a lot of that, and we work together so well.
But he knows he has his own lane. I have
my own lane.
Speaker 2 (04:54):
And I love about your stories.
Speaker 3 (04:57):
You spent nine years in corporate and you got your
MBA yes, and then when you came to this realization
with your husband's help, that you didn't want to stay
in corporate anymore. You're very strategic about how you went
into entrepreneurship.
Speaker 2 (05:12):
Tell us about that.
Speaker 5 (05:13):
So I feel like a lot of people they say, oh,
you want to be an entrepreneur, you know, leave your
work and chase your dreams. That's great and all. But
for me, one thing I know is it's hard to
be creative when you're worried about where your next paycheck
is going to come from, or how you're going to
pay or how you're even going to survive. So what
I did was I started I was like, okay, if
(05:35):
you were to go part time, how much would you
have to make in your business in order to be
able to do that. So I put all the things
in place. I would be an event. I would be
going from store to store trying to get them to
carry the line. Once we got to a point where
we were making enough for me to go part time,
I did, and then again started working to be able
to go full time doing my business, and I did
(05:58):
the plan for that, and once again to the point
where it was like, Okay, you need to make a
decision if you're going to do the business or stay
at work. Then I did. But it was a step
by step.
Speaker 4 (06:08):
It was never as a process.
Speaker 1 (06:09):
Yeah, how did you find the right manufacturer to help?
Because I can imagine how hard it would be. You
want to design these amazing quality bags, as you can
see if you're watching, but at the same time, it's
not easy to find somebody that can fulfill that for you.
Speaker 4 (06:23):
So tell me what that process was like.
Speaker 5 (06:25):
It was a lie and we wasted a lot of money.
So my first order of bags that we did from
a manufacturer that was recommended by somebody came back, and
all of our name was spelled so instead of f
W style, it was f W Stelle like and when
you know, you're like really, you know, and when you
(06:49):
have something like that, it's like, what do you do
shipping it back? The cargo alone?
Speaker 3 (06:55):
You know?
Speaker 4 (06:55):
Do you still have to pay for that?
Speaker 2 (06:56):
Oh?
Speaker 5 (06:56):
Yeah, it's already been paid for by the time it
got to me. So it's like, so.
Speaker 2 (07:00):
They didn't take it back because they'd made a mistake.
Speaker 5 (07:02):
They will take it back, but I would have to
pay for that cargo and then go back.
Speaker 4 (07:07):
That is a wild mistake to make.
Speaker 5 (07:08):
A very wild mistake. And you know there was others
like that on So what did you do with those bags?
We gave them to It was a charity dress for success. Okay,
so it was years ago and we were able to
because there was nothing else that we could do it, right,
that's awful. Yeah, So we did that and then we've
just been kind of trial and error and also knowing
(07:31):
that I don't have to have as much inventory as
people tell you that you have to have. So finally
we landed on our manufacturer. We've been with them for
ten years, one of them and then the other one
for about seven years and now actually we partner with
them to help other brands a private label and manufacture
their handbags for their brand as well.
Speaker 3 (07:51):
You touched on something interesting, and I know, based on
a conversation we had had prior, you said, if you
had it to do over again, you might not have
spent so much of your own money upfront.
Speaker 5 (08:01):
Yes, I won't have because I feel like we're told
that you have to have two hundred three hundred one
thousand in inventory, but you can negotiate. You know, a
lot of the places where we're manufacturing, they're used to
that negotiation. So do that and just create the minimum
that you can. Once you learn how to sell that
(08:21):
and it sells, you can always order more. But you
don't have to start out with a million bags or
even ten bags and ten different colors and all of that.
So people want to pair big, but it's like grow.
Speaker 4 (08:32):
To Yeah, take your time.
Speaker 1 (08:34):
Yeah, because now when it comes to you said you
were going yourself to stores and retail to try to
get your bags in there.
Speaker 4 (08:41):
What was the first place that picked you up.
Speaker 5 (08:43):
So I'll never forget it. It was called It's called Moonkeys.
It was a sugar loaf where I worked in Atlanta
and I was working as a banker at the time,
and I would go from to a store to store.
Everybody said no, absolutely not because I literally only had
three bags in my collection, not different colors, just three bags,
and they're like no. And then also back then, as
(09:05):
a black woman in the luxury space, people were not
open to that. They didn't understand it. What do you know,
what family do you come from that you know this?
So it was hard. But I found this lady that said,
if you do a pop up in my store and
you bring people and people buy, I will start to
carry you and carry your brand. So I called every
(09:27):
family member, every friend. Some friends were like, well, I
don't have money to buy. I was like, well, I'll
pay you. I'll give you the money and you can
buy it. Like I did all that, and we packed
the place out and she started carrying my line. She
was the first one. And then she referred me to
a hotel Rich Carlton at the time with a static carline,
and then other Carlton started carrying my line, and we
(09:49):
just kept going.
Speaker 3 (09:50):
Those are fancy places and I know now, like we mentioned,
you're like in Bloomingdale's and norsetrums. But your mission was
really to make this type of luxury affordable to working women.
Speaker 2 (10:01):
And that's that. It goes back to some things you
observed when you were modeling.
Speaker 5 (10:04):
Yes, yes, I mean I've always loved even when I modeled,
I loved luxury handbags and things like that, and I
could not afford it at all, even while I was working.
I couldn't afford it all these two thousand, three thousand,
ten thousand dollars bags. So I said, how about if
I make something that's the same quality, that's beautiful colors
(10:24):
and affordable for women and made with the best grade leathers,
and you know, do that And so that's what I did.
I just have worked hard to make sure that it
was affordable in all these spaces, because even when you
go to Bloomingdales now and you buy some of our bags,
it's a lower price point, but the quality is unmatched.
Speaker 1 (10:42):
And let me ask you this, some people are hesitant
to be in like a TJ. Max and a Marshall's
so because sometimes they think, oh, you see my stuff there,
and they do, and trust I like to shop in
both of those places, by the way, But I know
for some people in on that side that you're on,
they can be a little hesit and what were your
thoughts about that?
Speaker 5 (11:02):
While I'm not gonna lie at first when they approached me,
I was just kind of like, oh, what does that
say about our brand or does it like devalue it
in any way? But absolutely not. The same woman that's
shopping at Blooming Years is also the hell is also
looking for it Max Marshalls the same day, the same day,
(11:23):
So it actually opened us up to a wider audience.
We were able to do essence last year and so
many people are like, oh my god, I have that
bag from TJ Max, I have that bag from Marshals,
and it has really helped to expand us in different category.
Speaker 1 (11:37):
Yeah, I've heard financially it's good to be in stores
like that, which people don't understand. That's why I wanted
you to expand on that, because a lot of times
you're like, I want to be in I want to
be in Name and Marcus Norsehims, I want to be
in stores like that, not understanding financially it can actually
be better for you.
Speaker 5 (11:53):
Yes, you know, to be definitely, I mean because they're
ordering thousands and thousands hundreds and thousands of bags, you know,
in these stores because they have so many locations. So
it's yeah, so that has been a blessing. And also
we don't the same things. We carry at the same
quality and everything, but it's not the same exact styles. Okay,
(12:14):
carry in TJ Max, Marshals that we would carry and
like a Bloomingdale's.
Speaker 3 (12:19):
So how to talk about how the first big retailer
found you.
Speaker 5 (12:22):
So we'll talk about one of them reaching out to
us on Instagram, so they reach out to us. It
was a buyer and literally she has her profile picture.
It was a cat, and I'm like, She's like, hey,
I'm a buyer for a large retailer and I would
like to talk to you. And I'm like, okay, here
we go. So I'm like, okay, here's the email address.
(12:43):
But it was she was a buyer and she just
loved our branding that was Marshals, that was with Max
TJ Max. So she was just loved our brand and
then decided to go with that, and then same with
even Bloomingdale's. It was an event that talk about networking
that we were doing. They saw our production we did
for Atlanta Fashion Week, they thought it was beautiful, and
(13:05):
they invited us for a two week pop up, then
a month long pop up. Then now we're carried in
their stores and we'll be online next month as well.
Talk you talk about white labeling too for other brands
now and trying to help other brands out. So what
would you tell somebody who is starting their own line
and they're like, this is so hard to be able
to do.
Speaker 1 (13:23):
How do I get myself out there? The branding is
so difficult, the market is oversaturated. What would you tell someone.
Speaker 5 (13:30):
You know when it comes to oversaturation. I feel like
sometimes we spend too much time thinking about that. I mean, Beyonce,
at the level that she's doing it, she's not worried
about oversaturation. So the more you elevate your brand, the
less you have to worry about that. So my advice
would just be focused on what you're doing. Focus on
doing this so well that they can't ignore that you're there.
(13:52):
Start one step at a time, do something, one thing,
just every single day for your business. That's what I
did while I was working full time, is every single
day I would do one thing, make one phone call,
reach out to one new person, and after a while,
all those things start to accumulate.
Speaker 3 (14:08):
And you really focus on even though the success you've reached,
on staying right there in terms of what you should
be doing to grow your business. You're actually in New
York right now on a business program with Goldman Sacks.
Talk to our entrepreneurs out there about finding those business
development programs.
Speaker 5 (14:24):
Yeah, I think stay tuned to a lot of those
companies and like Digital on Divided, like New Voices, Goldman Sacks,
they have these programs that really help entrepreneurs get you
to the next level. So this program I was in
with them. They look through every single inch of our
business and told us how to grow, how to become
(14:47):
the next multimillion dollar brand. And that's what this program
was about. It was a grueling six months because it
was almost four days a week we did stuff with
this program, and being a mom and a wife and
a running a whole business, it was a lot, but
I did it and I'm here for the graduation and yeah,
so that's why I'm here in.
Speaker 3 (15:06):
New You must have excelled because I heard you're given
the keynote at the graduation.
Speaker 4 (15:10):
I am, ah, congratulations.
Speaker 2 (15:13):
Thank you.
Speaker 5 (15:13):
So that that's gonna be tonight and yeah, I'll be
giving the keynote and just getting everybody pumped up for
this amazing week that we're.
Speaker 1 (15:20):
About to How hard is it when this is something
that is your baby and then you have to take
like critique and feedback and criticism because sometimes you have
to like not take it personal.
Speaker 4 (15:30):
But it is personal.
Speaker 5 (15:31):
Yes, it's very personal, especially like as a creative that
I'm drawing it so like I'm sketching out ideas that
I'm having that I'm so passionate about everything that I sketch.
But sometimes we make it and people are just like
it's giving no, and I just have to I just
have to give so and I just have to like
(15:51):
take that and understand that it's not only about my creativity.
It's also about what people want and what they want
to see, and that what's going to keep my business
around for a long time. So I have to realize,
you know, I've just had to realize that over time,
it's not just about what I want to create. Yes,
(16:11):
that's a major part of it, but it's also about
what the market is asking me for.
Speaker 2 (16:16):
One last thing for me.
Speaker 3 (16:18):
I know you have a lot to talk about, but
you make the point entrepreneurs have to realize it's not
just a one way street up and to have the
multiple streams of income and to pivot and not always
expect things to go.
Speaker 5 (16:32):
Yeah, I know, you know sometimes you make we make
it Seeman and I'm included in this on Instagram that
it's like you just put your stuff on Instagram and
hundreds and thousands of people are just buying it, and
it's just not true, especially in this economy. With my business,
in order for us to be successful, there's several things
that we do. We do events. If you look on
our page, we're always doing some kind of event. We
(16:53):
sell wholesale to stores and boutiques. We also do private
labeling and also work with other designers to manufacture their brand.
Then we have our e commerce. So all these things
together is what makes it successful because it's always going
to be up and down. It's never a straight shot up,
so you need all those other things to lift you
(17:16):
up when one is going down.
Speaker 1 (17:18):
And you talked about earlier spending your own money, Right,
have you gotten investors and yeah, okay.
Speaker 2 (17:24):
I have not.
Speaker 5 (17:24):
No, I haven't gotten any investors yet. But it's something
that I'm really thinking about because in order to be
able to scale to the level that I want my
brand to become a household name brand. So I know
that at some point is going to have to come in.
But thankfully we've been able to fund ourselves, you know,
with my own brand right now. But we'll see what happens.
Speaker 1 (17:46):
Yeah, because people have to understand how difficult that is,
just using your own money to fund your own brand.
But it is also a great way to make sure
you have a lot more power when it is time
for you to get an investor to see what you've
been able to do and accomplish on your own so
they can see how viable this is to take it
to the next level.
Speaker 5 (18:02):
Yes, yes, and as we continue to grow. The hard
part is when you have orders from you know, large
retailers that you have to fulfill. But then you have
to wait. You're not getting your money that you won't
get your money, right you wa four manufacturers to finish.
Then you're waiting for sixty to ninety days after they
received the product to pay you. That is a long time.
Speaker 3 (18:26):
Yeah really yeah, putting out that man, and we can
get people you own money.
Speaker 5 (18:30):
Too, exactly, So that is a long time to not have.
So that's where I see why so many people are
getting investors, because as you continue to grow, it really
is tough to do that on your own.
Speaker 1 (18:41):
And you did also a spinoff line, right, so text
us about that.
Speaker 5 (18:44):
Yeah. So we have f W Corp. Which we talked
about the private labeling, and we provide handbags for brands
like Hallmark, Mahogany and things like that. But then we
also have Lena Rich, which is a new line that
is named after my son and my daughter, Alena and Aldrich.
This line is more of a vegan leather line that
(19:06):
is going to be launching soon in a big box store.
I don't know if I can say yet, but anyway,
it's going to be launched.
Speaker 3 (19:13):
Some place we shop, Yes, began a shopping You are
you have a pop up Bloomingdale's this week?
Speaker 5 (19:20):
Yeah?
Speaker 2 (19:20):
People want to come and touch season person.
Speaker 5 (19:23):
Yes. So Bloomingdale's has been such a fantastic partner of us.
I'm just excited to be with the company that wants
us to do all these pop ups and events and
they want to partner with us for things like this.
So this Saturday, I will be at the Bloomingdale Soho
from one to four we'll be having a pop up there,
so if you're in the New York area, please come
(19:43):
out and see us. All right, well, I love it
shot at Yeah, shop at FUW style dot com and
then follow us on Instagram f W Style.
Speaker 4 (19:54):
I love it. Well, thank you so much for Wednesday.
Speaker 2 (20:00):
I do.
Speaker 4 (20:01):
I think these bags are so beautiful, y'all know, I.
Speaker 1 (20:03):
Love some bags so a nice crossbody.
Speaker 3 (20:06):
It was lovely having you on the show.
Speaker 1 (20:12):
But honestly, congratulations with everything that you've been doing. Every
time I see you, it's like a whole other level.
So that is the goal.
Speaker 2 (20:19):
We're very proud of you.
Speaker 3 (20:20):
Thank you, Thank you so much, and you can check
out Wealth Wednesdays Entrepreneurs Facebook group will have a lot
more with Alexandria and we have some great free resources
for all the entrepreneurs out there.
Speaker 1 (20:30):
All right, well, thank you, thank you,
Way Up With Angela Yee News
Host
Angela Yee
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