Alright – so today we’ve got the honor of introducing you to Lauren Ephrat. We think you’ll enjoy our conversation, we’ve shared it below.

Lauren, appreciate you joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today.

If I was starting over I would be far more patient, discerning, and selective about the people I hire. I would not rush into partnering with agencies in
hopes of them scaling the business quickly. Contrary to the highlight reel of overnight successes that you see on social media, I’ve come to realize that building a business takes time. I would perform far more due diligence and have a deeper understanding of the experiences of their past clients. I wouldn’t rush into trusting that anyone could be as passionate about marketing the brand as I am and that their attention to detail would compare with mine. Talented and dedicated teams do exist, but they are the exception and are likely not the ones who are approaching you on LinkedIn. I was an eager entrepreneur who was hopeful that by aligning with “experts”, would see accelerated growth. In most instances, it was quite the opposite. I spent thousands of dollars on inadequacies and found myself right back at the starting line. I could have gotten to where I am faster and with far less capital if I had been less concerned with moving quickly, and more careful about the process of getting things right.

Lauren, 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?

I’m a mom, wife, sales leader in the wine industry for 20+ years, and for as long as I can remember, an aspiring entrepreneur. My first real attempt at entrepreneurship came when I was pregnant with my daughter, and wanted more than anything to work from home after she was born. My career in wine required regular travel, which I did love before she was a consideration. I began researching ideas for small businesses that I could launch by myself, with very limited start-up capital. I considered what I was good at, and what I loved to do as prerequisites for my new business. I am generally creative by nature and have always loved to cook, so I settled on a custom cupcake-delivery business, formed an LLC, and called it Cupcakes Catering. Budding cupcake companies like Sprinkles, Georgetown Cupcake, and Baked by Melissa were just coming onto the scene at that time, and I knew it was something that I could also do on a smaller scale.

I was inspired and motivated by the creative side of Cupcakes Catering. The branding, marketing, product development, packaging, website design, and promotional activities were what I absolutely loved. What I didn’t love were the all-nighters baking for a wedding the next day, piles of butter coated bowls in my sink, and the hours it ended up taking me away from my daughter. I realized that I had left my corporate career for a much more labor-intensive role, which was more than I could handle with an infant. Cupcakes Catering was a viable business idea and a valuable learning experience, however after 2 years, I sold it to another ambitious mom with the same big aspirations that I once had for it, and went back to my corporate career in wine.

Fast-forward 10 years, during Covid, my family adopted a Goldendoodle puppy named Cooper. Cooper came into our lives at a heavy time when we all needed
something to lift the mood. He brought so much happiness and love, and we all bonded over the joy of this new family member.

Upon his arrival, I remember walking through the aisles of a large chain pet store close to our house looking for accessories that he would need on walks. I came to realize that the available options were expensive, of poor quality, and lacked any sense of style. They felt like such an afterthought, and I couldn’t believe that there weren’t any better options. It was at that moment I was inspired to fill a void for myself and design a product line that would eventually become Doodle Couture.

During Covid, 23 million U.S. households brought a new dog into their families. It has changed the way we exist in so many ways. Now more than ever, our dogs are core members of our family and we want to bring them everywhere we go. Shops, restaurants, transportation, hotels, are all welcoming our pups like never before. It only makes sense that there should be more stylish and higher-quality options for the accessories they use every day. Answering that call is what I am most proud of and the inspiration behind Doodle Couture.

The quality of our products are undoubtably better than the competition. They feel better in your hands, are safer and more comfortable for your dog, and you will both be happier when using them. They are innovative, multi-functional and made by an urban dog parent, for urban dog parents. We spared no expense in the features, fabric, construction, hardware and you can absolutely feel the difference in everything that we make. While our styles are the most beautiful and made to last, they are also offered at an affordable price point, so that anyone can benefit from what sets us apart. We want you and your dog to feel a sense of pride when wearing Doodle Couture, because it conveys style, happiness, quality and love.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

I personally conceive and design all of our products for Doodle Couture. I find inspiration in mainstream fashion, children’s wear, and in the vibe, style, and energy of New York City. When I set out to produce the line, I spent weeks vetting different manufacturers who could deliver the same level of quality and attention to detail that would align with the core values I had set for the brand. I found Alibaba, a global marketplace that intermediates the supplier-brand partnerships and provides valuable protection for both sides. It’s difficult to know what to expect when you’re faced with language barriers, different cultures, opposite time zones, and thousands of miles in between.

The first supplier I chose was the fastest to ship me actual products they had produced for other brands, and sketches of my designs that brought the ideas to life. I was so excited and anxious to begin production that I bypassed the sampling process of each design. I had seen products that they produced and was pleased with the quality, however I had made various changes/upgrades to them and I trusted that we were on the same page with what the final outcome would be.

After 3 months of waiting, the first shipment arrived. When I opened them, I was met with a very different version of what I had envisioned. Buckles were the wrong shape, patterns weren’t all centered, and the labels were not up to par. To say I was deflated is an understatement, but this was the greatest lesson I have learned since launching my company and as you can imagine, one that will never happen again.

I quickly pivoted and contacted another supplier that I had spoken to. They were slower to act the first time around, but I realize now again that speed does not equate to quality. I had samples made and they were far superior to what was delivered, so I placed a duplicate order with them. So much money was lost because I refused to launch my company with anything less than the best accessories on the market.

The biggest lesson I learned is to substantially vet your manufacturers and factories. Do not forgo the sampling process and definitely hire a quality control agency in the country you are working in. That very small investment of time and money would have saved me thousands of dollars and months of wasted time.

Can you share one of your favorite marketing or sales stories?

I will never forget the day I began selling our dog accessories product line in the most unlikely of places. London Jewelers is the premier luxury jewelry and gift store in the New York area and their flagship store is prominently located in the very high fashion collection of boutiques at Americana Manhasset. Some of London’s immediate neighbors include Hermes, Chanel, Gucci, and Prada.

I was referred to the owner, Candy Udell through a contact I had at North Shore Animal League America. I was told that Candy would be a great person to network with because of her work with animal rescue. She organizes various fundraisers and adoption events throughout the year and I knew I wanted to get involved.

I was nervous to contact Candy and try to schedule a meeting. She was somewhat of a local celebrity and I often saw her around town with her family. She always seemed very approachable, but I didn’t know her and I wasn’t sure how she would react to me reaching out cold.

Her response to my initial email was a warm, enthusiastic yes to a request for a meeting. I was so relieved and excited to meet her and have the opportunity to present my brand to see if she would consider having us as a sponsor at an upcoming adoption event.

We met a few days later and what happened next was beyond shocking and humbling to me. After I presented the product line to her, she walked me upstairs to their gorgeous gift gallery and told me that not only did she want us to get involved in her events, but that she wanted to sell my products in her store. My little brand, Doodle Couture, in its infancy at THE London Jewelers. I kept my composure as she showed my products to everyone in the store including her husband, Mark. She wanted to have my walking sets for her own dogs, and told me I could set up an in-store display to showcase my brand.

When I got into my car after the meeting, it took me a moment to process what had just happened. I was beyond ecstatic and hopeful that this was the beginning of something great, and it was. Not only did I now have the honor of Doodle Couture being represented in their store, but I began a friendship with one of the most special and selfless people I have ever met.

Candy and her team have saved over 10,000 dogs last year alone from the horrific dog meat markets in China as well as from overcrowded shelters all over the U.S. where they are euthanized every day. She has dedicated her life to the mission, and is relentless in driving awareness to the cause. She has been an unexpected advocate, cheerleader, and support to me, and knowing her is truly one of the highlights of my career. As our company grows, so will our contribution to Rescue Paw Foundation and the amazing work that they do.

Contact Info:

• Website: www.doodlecouture.com
• Instagram: https://www.instagram.com/doodlecoutureny/
• Facebook: https://www.facebook.com/DoodleCoutureNewYork
• Linkedin: https://www.linkedin.com/in/laurenephrat/
• Youtube: https://www.youtube.com/channel/UCzRSG3bQihmudS6YFf6fLTg

Image Credits
Brian Thomas, SpinKick Pictures