We caught up with the brilliant and insightful Jessi Marshall a few weeks ago and have shared our conversation below.

Alright, Jessi thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

My mission for Petite Culture is to be the petite brand that truly gives customers a transformative experience.
What I mean by that is – I wish nothing more than to allow petite women to finally feel the confidence, beauty, and style we all desire when wearing my clothing. To feel seen and heard after being ignored for far too long by the fashion industry.

The reason this means so much to me, and why I am incredibly passionate about this, is because I myself am 4’10”.

My entire life I have struggled to find clothing that fit me properly. Clothing of high quality that made me look and feel beautiful and luxurious barely exists for someone of my stature. Practically everything I own has had to be tailored, or I just end up wearing ill-fitting garments.

Many times I have had to resort to shopping in the children’s section and that definitely does not help a women feel beautiful or sophisticated – it makes you feel like a child.

So I decided to step up to the plate and create something so needed for us petites – a petite specific retailer where we are CELEBRATED!

Jessi , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Absolutely!
For those who are just learning about me…..
My name is Jessi Marshall – I am the Founder & Designer of Petite Culture. I offer high-quality clothing tailored for women under 5’3″.

My background is actually in medicine. Back when I graduated high school in 2005 I applied to a local fashion design school with the intention to become a fashion designer. I wrote an essay describing how I desired to start a clothing brand for petite women like myself due to my own personal struggles shopping. I won that essay contest….however, I never did end up going to fashion school!

I changed my mind and went the more stable route into the medical field and was a Diagnostic Medical Sonographer – on-and-off – for 12 years.

Everything changed in 2022:
My son is special needs and was having struggles in school. I had to make the tough decision to leave my career to homeschool him. During that time home with him – I started getting a targeted ad on YouTube that said “How to Start a Fashion Brand without Fashion Experience”. I was super intrigued – but it took me a few times seeing this ad before I bit the bullet and figured – why not?!

This course (called “Start Your Fashion Business” by Stephanie Vermaas) is the best thing that ever happened to me! It truly is the complete blueprint to starting a fashion brand from A-Z. With the help of the course, I applied everything I learned and now (a year and a half later) I have finally launched my brand. It was not easy – but I am incredibly fortunate to have finally built my dream brand in my late thirties!

My first collection launched May 6 and I couldn’t be prouder!

How did you build your audience on social media?

It is funny because just 2 years ago I was super anti-social media. I had actually been completely off ALL social media platforms for over 5 1/2 years! I came back specifically for my brand as I know the important role social media plays when it comes to marketing your business. Even upon coming back, I was apprehensive. I did not want to show my face – I did not want to go on stories and speak. But it was when I realized I HAD to do these things that everything changed for me,

I started posting more behind the scenes, and taking my audience on this journey with me to building my fashion brand. I started showing face, and talking on stories. I noticed this started getting me more engagement and my followers started to grow. Building a personal brand takes time and I am still early in this and learning everyday – but I cannot recommend enough to just put fear aside and put yourself out there! Who cares what anyone thinks. At the end of the day people just want to get to know YOU – who you are, your personality, and your authentic self. Involve your audience and build a community! Thats where the magic happens.

Can you tell us about a time you’ve had to pivot?

I would say where I have had to pivot the most was in my healthcare career.

I loved my profession as an ultrasound technologist. Working alongside the most amazing coworkers and Radiologists, and providing the best care I could to my patients truly gave me a sense of purpose in life. But I had to leave on 3 different occasions.

The first was after I had my son. He had lots of medical issues as a newborn and I developed severe Post Partum Depression. My 3 month maternity leave turned into a 6 month leave.

I returned back to the workplace for another couple of years up until my son was diagnosed with Autism and epilepsy. He required extensive hours of therapy that left me unable to work. I left for a second time.

During this time away I started my first business: a custom calligraphy and wedding stationery business which I ran for 3 years up until my Father-in-Law lost his battle with cancer. My husband and I had to leave our jobs and help run the family business. After about a year I finally returned back to my career in ultrasound. This third round, I studied for months to take and pass one of the hardest registries in the ultrasound world…only to have to leave for what would be the last and final time. My son was having many issues in school which has now led me to be home with him and homeschool.

I felt so lost and did not know what I was going to do. It was the first time in my life that I did not have a job, career, or hobby. Little did I know – this was a blessing in disguise. I am now fulfilling my childhood dream at 36 years old .

We never know where life is going to take us, but trust you will always end up where you are meant to be.

Contact Info:

• Website: https://www.petiteculture.com
• Instagram: https://www.instagram.com/shoppetiteculture/

Image Credits

@Thatgirlbhon on Instagram