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

Valerie, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

Back around 2018 I was obsessed with making fast money and I ended up with a state to state “delivery job” (trapping) with some friends. Thinking we were self-employed geniuses, the fast money started coming in and life leveled itself out. After a couple years of trapping and maintaining I started to get this feeling in the back of my mind. “Get out before it’s too late!” A couple of days later we were about to head out for another job and I decided to sit this one out. A couple of hours later me and my granny got a call saying that my friends got booked in jail from a traffic stop gone wrong. As me and granny stood on the porch she told me that no matter what, struggle don’t last always. I replied, “trapping don’t last always.” After that our trap fell to the ground. Everything we worked so hard for was gone, just like that. And ever since that conversation on the porch, trapping don’t last always has been my testimony and message to everyone I meet. Starting TDLA APPAREL was another way to get my message out and show people there’s more than a couple ways to maintain a peaceful and beneficial life.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hey! I’m Valerie Jane originally from Iowa and recently relocated to Memphis. I have been a part of the fashion Industry for more than 10 years and still perfecting my craft daily. Combining my digital graphic skills with my fashion knowledge has helped birth TDLA Apparel in the best way. I am fascinated with Streetwear and the endless expression of personality it brings to the table. I’m glad I can be a contributing aspect to the culture in the way I am. I am proud of how well my message has been received and how many people it touches and helps along the way. Id love for TDLA’s followers to know that your stories and motivation is appreciated and helps me push out my best work. Thanks a bunch!

Can you tell us about what’s worked well for you in terms of growing your clientele?

Before I started my business I asked a knowledgeable friend what are some classes I should take before starting. He explained how important learning media marketing and selling was. But he also mentioned philosophy. It sounded silly at first but after taking philosophy classes I learned how important it was to have an open mind when it comes to your consumers. Knowing who you’re selling to and how to listen and understand your audience. Once you know who sitting at the table you’ll know who wants what and why. Learning how to properly communicate is vital as well. Knowing how to effectively say what you need to say helps you get a long way.

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

Back when I lived in Iowa the majority of people were white or family oriented. It was difficult to explain what trapping don’t last always meant and how it translates to me. Many people there haven’t heard of trapping and had no clue how to relate to the topic. Skaters and the black community were the ones who held me up in my hometown but it was still a scarce crowd. I ended up in Memphis by chance two years ago and around that time I was selling merch mainly online. Understanding I needed clientele here in Memphis I decided to add to my marketing tactics with direct to consumer and human billboard. This helped me a lot because whenever people saw me and my friends/family wearing TDLA they are always ready to buy it right there. Since then those have been my main source of sells in Memphis.

Contact Info:

• Website: https://www.tdlaofficial.com/
• Instagram: @tdlaofficial @vali.jane
• Facebook: TDLA apparel
• Twitter: @tdlaofficial
• Other: TikTok: @vali.jane