Today we’d like to introduce you to Lisa Schuster.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’ve always gravitated towards apparel and was especially interested in styles that were the most figure flattering and comfortable. In early 2021, I started exploring what it would take to launch an online apparel company. I specifically was interested in athletic and everyday wear which would include interchangeable pieces. I also wanted to make sure that I was stressing the importance of self-care. I reached out to someone I knew who had an online apparel company in the past and asked for tips on how she purchased merchandise for her shop and how an online business website operated. I took her tips and ran with the information I had already been gathering. I read everything I could get my hands on regarding business registration, website development, wholesale purchasing, and beyond! Unfortunately, I thought I would build a website and customers would just show up! This was not the case. Throughout 2021, I connected on a more personal level with women around me to start growing my brand. I saw that women were interested in buying from someone they trusted. It helped me understand the importance of brand recognition and identity.
My goal for 2022 was to make better strategic decisions with my business, which included more in-person markets and increased marketing for my online shop. I continued to gather as much information as I could via blogs, podcasts, and material I’d find on Pinterest. I leaned into the phrase, “You don’t know what you don’t know”! Throughout 2022, I started to understand more of who my niche customers were and what were the best products to carry. I also combined this with my passion for my dogs and offer a variety of dog-themed apparel items. I went into this adventure initially thinking that I could be everything to everybody but quickly understood that this is not a sustainable model. Concentrating on the demographic who was purchasing from me, along with specific brands and products, had more successful outcomes. In 2022, I also started venturing into digital marketing. For a small business, it’s about balancing my costs with consumer sales.
For 2023, I’m continuing to reign in what has been the most successful for me in the last two years. I’ve scheduled in-person markets throughout the coming year that have been the most successful for me, as well as the most cost-effective. I’ve also made sure to build my schedule around my life so that I don’t go insane! It’s not always easy, but balancing my inner happiness is the key. I also entered a new venture at Northside Marketplace in Akron, Ohio. Northside is a shopping destination of 40+ small businesses who lease space for their products. The space includes a bar, restaurant, and various pop-up events throughout the year, as well as a ton of shopping! It’s a fantastic way to highlight small businesses with the ease of having a centralized checkout for product sales. I recently kicked off my space in April. I’ve also been working on ways to strategically grow my brand by pursuing social media and brand partnerships. At the rate I’m going, the sky’s the limit!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
It hasn’t always been a smooth ride. By combining my small business with my full-time work at Oberlin College, I sometimes feel like I’m sacrificing any spare time I might have left. I completely underestimated the amount of time that I would need to devote to purchasing inventory, unpacking items, pricing, steaming apparel, etc. Also, the cost of a small business can be pretty high since everything costs money, especially digital marketing. What keeps me going is seeing women who follow me at different vendor markets, as well as repeat customers on my website. Sometimes I feel like I’m not getting noticed, but then I realize that I haven’t even scratched the surface of what my business is capable of being!
As you know, we’re big fans of you and your work. For our readers who might not be as familiar, what can you tell them about what you do?
My online apparel business specializes in athletic and everyday wear that includes interchangeable pieces. I want women to feel good in their bodies! I offer sizes from small – 3X so that women can find pieces that work well for them. My weight has changed over the last two years, so I want other women to feel comfortable in their skin and find pieces that work for their bodies. Maybe this also helps me deal with my changes.
I try to provide a good pricing structure similar to what I want to pay for items. I think I’ve become known for my reasonable pricing, as well as providing quality brands. My two main brand offerings are Mono B athletic wear and more feminine pieces by Zenana. I’ve also tried to add a personal touch to my online orders so that people realize they’re ordering from a person who appreciates them. I include handwritten thank you notes, as well as a small token of my appreciation.
What makes you happy?
Seeing other people happy makes me happy. And knowing that I was part of that process is priceless. I want to know that I’m helping others. I also enjoy the creative outlet that my business offers. I have begun to make new t-shirt creations, as well as add my logo to some pieces that I offer.
Pricing:
- I try to keep my prices of items under $50
Contact Info:
- Website: www.goalcrusherapparel.com
- Instagram: https://www.instagram.com/goal.crusher.apparel/
- Facebook: https://www.facebook.com/goalcrusherapparel/
- Other: https://www.pinterest.com/goalcrusherapparel
