Jennie Lynn Johanson, Bumble Bags
Q&A Session
Jennie Lynn has a degree in fashion design, textile design and history of costume from Fullerton College and attended the Fashion Institute of Technology (FIT) for accessory design, while also working with a well-known designer in handbags.
Q. How has your expertise and background helped you grow your company and have your products stand out from the rest?
I don't go through books of prints at all. I design all of my prints by hand rather than on a computer. I do not license them so every creation is original and exclusive to Bumble Bags. Each print design takes about five to six months to create with many revisions along the way. It’s an expensive process which is why no one else does it. Because of my background and expertise, I get involved and enjoy this long, tedious process since it’s the only way to declare a print exclusive. I have been approached by other companies wanting to buy my prints. I always say that all prints are kept on Bumble collection products. The designs will never be seen on any other products. Sure I could have an additional revenue stream by selling or licensing my designs, but that would dilute my brand and my intellectual property. The trade off just isn’t worth it.
Q: Do you think you are one of the few companies in existence today that designs the fabric and style of the bag versus other 'founders' selecting from an inventory a manufacturer has on hand?
My competitors tend to have more of a cookie cutter approach. It’s not an original design if you select it from a book. A true designer is someone who takes an idea they’ve come up with and to be able to produce a final product – 100% original. Putting your label on a product that you get from print houses or other designers is not being original. You should own the process completely from beginning to end. That’s what separates us from everyone else.
Q: What advice would you offer to someone who is interested in getting the design background you have?
If you are interested in having your own business, take the following steps;
Step 1 - look into tradeshows and see if there's a current product out there that is similar to your idea. It’s the best way to learn what’s going on the market.
Step 2 - look into local fashion design classes at junior college or community college. See if you can begin taking classes in fashion design. The classes might open a door for you to approach an existing company that you’d like to work for and see if you could apprentice or find a mentor that can teach you the ropes. It’s typically without pay as you learn the industry. They’re insight is an education about the industry.
Step 3 - do a lot of research to educate yourself. Even if you are not creating a product or sewing a product, as long as you know how to do it will help you tremendously, particularly when you approach production later on to take it over and create it for mass production.
This help ensure you won't get taken advantage of. Start small, grow up and grow at your own pace.
Q: Since you launched your business, what accomplishment are you most proud of?
My involvement with the community. I have always been involved from the get-go. A big part of our mission is to give back and use our brand’s popularity for something positive.
I actively participate with Horizons for Homeless Children in Massachusetts and in Los Angeles with the Richie-Madden Children's Foundation at the Los Angeles Free Clinic (created by Nicole Richie and her husband Joel Madden). As the nonprofits grow, we can see the impact we have had in getting their message out there.
Q: Where are your offices located?
I recently opened a Boston office and we are based in California.
Q: How many employees do you have?
We have 18 in total, 4 in Boston and 14 in California.
Q: What is the hardest lesson you had to learn running your own business?
There's been many! The hardest one is realizing that knock-offs are the best form of flattery. It does happen and when it does, it really stings. You need to stay on top of your competition and don't let it get you down. Just don't pay attention to those companies.
Keep moving forward and take a hard hand to legally protect what is yours. Unfortunately you do have to take legal action sometimes. However you should pick your battles, not everything is worth pursuing. I personally like to focus on creating.
Q: Did you need funding initially, or were you able to self-fund through product sales? If you obtained funding, how difficult was that process for you?
I have always self-funded. Luckily I never had to borrow. I started with $5K and sewing and business experience. With that and lots of support from friends and family I never had to take out a loan. I strongly encourage startups to try to fund themselves first rather than take out loans. Don't spend unnecessarily. I have heard many horror stories about businesses taking out huge loans. It hangs over your head and then when it doesn't work out - partnerships fall through and you can't get sales. Start small. Test the product first. See if anything goes wrong. It is really important to fund yourself. Only get help if you need it.
Q: Where do you see your business in 5 years? 10 years?
I see us continuing to grow more in the children’s industry and I enjoy that, it’s such a pleasure. I’d like to expand to other accessories moving forward. After 10 years I’d like to get back to my roots doing handbag design and sell internationally.
Q: Any words of wisdom you'd like to pass along to other women entrepreneurs?
Always be positive and surround yourself with supporters and positive people. Don’t be afraid to fail and always ask questions. Know when to pull the plug. Listen to feedback from others. Open your ears to that. If you hear the same thing over and over from so many others, reinvent your idea. Maybe not necessarily pull completely out, but maybe regroup - redesign. Make it better and come back again. If a lot of impartial people tell you the same thing then they might see something you didn't see.
