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

Alright, Allison thanks for taking the time to share your stories and insights with us today. If you’re open to it, can you talk to us about the best (or worst) investment you’ve made. What’s the backstory and the relevant context behind why you made the investment

Investing in a supportive community has been the best decision I’ve made as a business owner. Early on, I recognized the importance of building a network that included mentors, fellow entrepreneurs, photographers, production companies, and PR/branding agencies. This decision was driven by the belief that collaboration and mutual support are crucial to success.

We were complete novices when it came to e-commerce with this business. Gaining insight from professionals in Advertising, Brand Recognition, SEO, as well as strategic partners such as Amazon has been imperative to our online growth. Additionally, having a huge network of girls and moms who love and support Dragonwing has been immensely important. They help build our brand through photoshoots and fashion shows and act as a focus group, constantly helping to keep us on trend.

When we first acquired the business and wanted to re-shoot the entire collection, we had to hire models through an agency. Now, we have hundreds of brand ambassadors who are authentically a part of our brand.

The lesson I’ve learned from this experience is the power of community. There is room for everyone at the top, and by connecting with and supporting each other, we all elevate our potential. This approach has not only contributed to our business success but has also fostered a sense of camaraderie and shared purpose within our industry.

Allison, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve always had a passion for fashion. As a young teen, I would spend countless hours devouring Marie Claire and window shopping, immersing myself in the world of style and design. This early fascination led me to pursue my studies at Parsons School of Design for graduate school, where I honed my skills and deepened my understanding of the industry.

During my time in New York City, I had the privilege of interning at some prestigious places, including Conde Nast and IMG Models during Mercedes Benz Fashion Week. These experiences provided me with invaluable insights into the fashion world and allowed me to build a strong foundation in production and sourcing. Eventually, I secured a long-term role in production and sourcing for a children’s activewear company in NYC, which further solidified my expertise in the industry.

When the opportunity arose to acquire Dragonwing from a former colleague, I knew it was the perfect fit. With my background in children’s apparel and my passion for supporting girls in sports, it felt like a natural progression. At Dragonwing, we take pride in producing high-quality teen activewear that empowers young girls in athletics to look and feel their best. Our mission is to be at the forefront of fashion while ensuring our clothing is age-appropriate, comfortable, and functional.

What sets us apart is our commitment to fostering a supportive community. We aim to create an environment where girls champion our brand and uplift one another. We believe in the power of positive reinforcement and the importance of building confidence through sports and fashion.

We’d love to hear a story of resilience from your journey.

Facing criticism and dealing with detractors have been significant tests of my resilience as a business owner. Last year, some of the children’s and young adult clothing brands featured in NYFW faced a lot of criticism. Many of these brands seemed to lean towards adultification, with models portrayed in a manner not suitable for their age — heavy makeup, hyper-sexualized attire, and expressions of angst. At the Dragonwing show, we were proud that our presentation stayed true to our brand and mission. Instead of hiring models through an agency, we invited girls who organically support the brand to walk the runway in a joyful and age-appropriate manner. Adorned with smiles, flower crowns, and minimal, natural makeup, Dragonwing’s athletes showcased our collection’s vibrant and functional designs, emphasizing the brand’s core belief: let kids be kids.

Despite the valid criticisms of kids’ brands at NYFW, we were proud that these criticisms highlighted our commitment to staying true to ourselves. This experience reinforced my belief in our mission and my resilience in upholding these values, even when industry trends suggested otherwise. Throughout my entrepreneurship experience, I have learned that resilience is about maintaining a positive mindset and staying focused on your goals, even when faced with adversity. Instead of letting criticism deter me, I see it as a catalyst for growth and have discovered the importance of self-compassion. This journey has shown me that staying true to your principles, adapting to constructive advice, and persevering through challenges are essential for long-term success.

Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?

Yes! In 2022, my husband and I had the incredible opportunity to acquire Dragonwing. The chance came when the founder, a former colleague who knew of my background in children’s apparel, approached me about taking over. They were looking to retire and wanted someone passionate and knowledgeable to continue their legacy.

Given my extensive experience in the manufacturing and fashion industry and my passion for supporting girls in sports—a cause close to my heart as a former collegiate swimmer—I knew this was the right move for us. The decision felt like a natural extension of my professional journey and personal interests.

The acquisition process was thrilling and challenging. There was a significant transition period and a steep learning curve as we took over the reins. We had to quickly get up to speed with the intricacies of the business, from understanding the existing operations to building relationships with the team and suppliers.

Contact Info:

• Website: https://dragonwing.com/
• Instagram: https://www.instagram.com/dragonwinggirl
• Facebook: https://www.facebook.com/shopdragonwing
• Youtube: https://www.youtube.com/@shopdragonwing