We’re excited to introduce you to the always interesting and insightful Jane Fernando. We hope you’ll enjoy our conversation with Jane below.

Jane , thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

I started my business in 2020 during the pandemic (along with so many others). It was born out of a longtime desire to create an e-commerce fashion business. I just never made the time to do the research and do the work to get it off the ground (or if I did, I would get distracted by the demands of everyday life). The pandemic was a unique period of time where a lot of people began exploring different hobbies and trying new things out of boredom or simply because they finally had the time. When the pandemic forced everyone home, I was at a place in my career where I was fortunate enough to have a stable job that allowed me to work from home. The time and stability I had provided the conditions that allowed me to bring a lifelong dream to reality.

I had my kids while I was in college, so it was an uphill battle building a career. I spent a lot of time nurturing my kids’ social
lives and activities. I was learning about myself while raising children of my own. In a way, I had a lot of growing up to do before I could take on something as serious as starting my own business.

However, in those years, I was able to gain a lot of confidence in myself. Learning to trust yourself is a skill of its own. I had to
grow a tougher shell, learn to trust my intuition and believe in my vision, even when other people didn’t necessarily understand it. I had to learn to prioritize the things that I may not have been able or willing to do a few years ago.

I also gained a lot of experience and skills throughout various phases of my career, all of which have been instrumental in contributing to the various demands of my business. I made a lot of connections and fostered a lot of friendships that gave me the confidence to be able to do what I do today. I have been fortunate enough to gain so much insight and inspiration from so many different people who have helped me shape my present self. That sort of time, knowledge and growth is invaluable, and something that I may not have been able to acquire if I had rushed into starting my business.

Today, when I look at businesses that started around the same time as me, I see a lot of younger people in the game. They seem to have a bigger following, more experience in content creation, and just seemingly more overall success. It’s hard not to compare myself to others and wonder what could have been if I started sooner. However, if I were to assess my situation honestly, I don’t think I would have had the skills, confidence and discipline if I started my business prematurely. For some people, the wise decision is to wait until all the pieces are in place to take that first step, and that certainly was the case for me.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Stupid Kitsch is an online boutique of curated kitschy clothing and accessories made by independent brands that are either women owned, BIPOC owned, LGBTQIA+ owned or a combination of the mentioned. Each item we carry is carefully selected to fit our visual aesthetic and most importantly, our ethos. Our goal is to provide like-minded fashionistas a place to shop for items that help them express their individuality and allow them to support multiple small and independent businesses and artists.

One thing that brings me the most joy is meeting people who are equally as excited about our brand ethos as they are about our fun
product selection. It’s such an honor to be able to contribute to creating spaces for artists who come from traditionally disenfranchised groups, and to not only feature them, but celebrate them and their unique perspectives.

What’s been the most effective strategy for growing your clientele?

When I first launched my business, I was surprised by the amount of orders I received off the bat. They were primarily from my friends and family. The initial outpour of support was incredible, but it gave me false expectations. Once those initial orders were out the door, it was crickets. I realized I needed to prioritize building a customer base outside of my friends and family.

As a small online business struggling in a world of changing social algorithms and technology, customer acquisition is very difficult and can be very expensive. One of the most successful strategies for me was participating in local pop-up events. Using those opportunities to gain social media followers and build my email subscriber list has been effective in identifying and connecting with an audience of supporters and repeat buyers. Although most in-person events don’t generate the most sales, it has been an effective way to gain exposure that would otherwise be quite costly via social media advertising.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One lesson that I had to unlearn (that I’m still in the process of unlearning) is to not appear too confident. Growing up Filipino,
modesty and humility are virtues, especially amongst women. A woman who was too loud or dressed a certain way was seen as tacky, boastful or presumed to be an attention seeker.

I’ve had to learn that it’s OK to dress the way I want, to express myself the way I want and to take risks the way that I want. In
today’s social media world, most small businesses need a face to the brand. People want to know who they’re spending their money with and if that brand or person aligns with their values. As someone who has always been afraid to put themselves out there, it’s been a struggle to open myself up to the world. It’s something that I feel like I’m fighting against and learning how to feel comfortable doing.

I know that I’m doing a disservice to myself by constantly underselling what I do. I am working towards being comfortable in my
confidence. I’ve started doing so in the way I dress and present myself in the world. I now need to learn to own my confidence by not being afraid or feeling embarrassed about sharing my accomplishments with others.

Contact Info:

• Website: stupidkitsch.com
• Instagram: @stupidkitsch
• Facebook: /stupidkitsch
• Other: TikTok: @stupidkitsch