We caught up with the brilliant and insightful Angi Coleman a few weeks ago and have shared our conversation below.
Angi, looking forward to hearing all of your stories today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
One thing I do that diverges quite a bit from the industry standard, particularly within the fashion sector, is the fact that I rarely work with professional models. Instead, I prioritize working with people who have organically become part of our community, often stemming from our loyal customer base, many of which have transformed into friends. Additionally, I make a conscious effort to cultivate a diverse range of models, celebrating inclusivity in every sense.
At our company, size is never a limiting factor for our models. Most of our models fall between the size range of M to XL, this really resonates with a majority of our customers who also typically fall within that range, and we are also sure to include plus size models as often as possible. By showcasing a variety of body types, we aim to empower individuals to see themselves reflected in the clothing they aspire to wear, fostering a sense of belonging and confidence. Our decision to move away from the industry’s reliance on size 0 models speaks to our commitment to authenticity and representation, resonating deeply with our community and setting us apart in a meaningful way.
Angi, 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?
After bouncing between different jobs throughout my twenties and early 30’s, never quite finding my passion or something I felt was sustainable for me, I realized that my happiest moments were back in my early days working at a locally owned brick-and-mortar stores right out of high school. These were often very small businesses, run by women that I admired, plus it was the most fun I’d ever had a job. That realization ignited a fire in me and after suddenly loosing a job I pretty much hated in 2014, I decided it was time to start my own small business.
On October 1st, 2014, Daisy Jones’ Locker opened it’s doors in the heart of Omaha. I wanted to bring styles to the Midwest that were often hard to find with a spotlight on pinup, alternative, and vintage-inspired fashion. Nestled in the charming Benson neighborhood, our boutique quickly became a hub for those seeking a unique blend of classic styles with modern twists. As our popularity grew, so did our reach. We expanding our presence online later to cater to fashion lovers far beyond our local community. While we said goodbye to our beloved brick-and-mortar store in January 2023, our commitment to timeless style and self-expression remained unshakeable.
Transitioning to an online platform wasn’t just a move for us; it’s been a bit of an evolution. It’s allowed us to connect with fashion enthusiasts worldwide, sharing our passion for daring fashion and fostering a global community built on individuality and creativity. Our brand is a celebration of style, freedom, and the joy of self-expression and we’re so happy to share that with the world.
How about pivoting – can you share the story of a time you’ve had to pivot?
The decision to close my brick-and-mortar store was probably the largest pivot I’ve had to make in my career, and it wasn’t an easy one. When the COVID hit, it became clear that our online presence was beginning to flourish, while our physical store was becoming more of an after thought, and an expensive one at that. Despite the brick and mortar still accounting for a large portion of our income, it also represented a majority of our costs.
Closing the physical store was a decision I grappled with for years. It was the embodiment of my initial dreams for the business, so letting go felt like abandoning a part of my vision. However, after a lot of reflection, I made the leap to transition fully online, but of course wasn’t without its challenges. Initially, our total sales took a hit. However, the freedom I gained from shedding the brick-and-mortar’s responsibilities was almost transformative. Suddenly, I had more time to focus on what truly mattered, achieving a better work-life balance in the process.
Moreover, the shift revealed something about myself that I hadn’t fully recognized: my introverted nature. Running the physical store demanded a level of social energy that drained me more than I realized. Being fully online alleviated that pressure, allowing me to thrive in a way I hadn’t before. In hindsight, closing the brick-and-mortar was one of the best decisions I’ve made for both my business and personal well-being. It taught me the importance of adaptability and prioritizing what truly brings fulfillment. Today, I’m grateful for the newfound freedom and opportunities that came from embracing change.
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 of the most valuable lessons I’m still learning is not so much about business but more about life itself. One thing I’m working on unlearning is the notion that there are strict rules governing how we should live and work. As adults, we often impose these rules upon ourselves, believing that things must follow a certain order or adhere to set schedules.
When I transitioned to working from home, I initially tried to establish rigid business hours for myself. I believed I needed to work within these set hours each day to be productive. However, I quickly found this approach to be challenging and stifling. One day, I just couldn’t do it and decided to break free from these self-imposed hours. I started doing work whenever inspiration struck, whether it was in the morning or late at night. Surprisingly, I discovered that by allowing myself the flexibility to work when it felt right rather than when I thought I should, I became significantly more productive.
Since then, I’ve been actively working to dismantle “the rules” I’ve set for myself and embrace a more intuitive approach to life and work. By letting go of rigid schedules and expectations, I’ve found greater freedom and creativity in how I navigate both my professional and personal life.
Contact Info:
- Website: https://www.daisy-jones-locker.com/
- Instagram: https://www.instagram.com/daisyjoneslocker/
- Facebook: https://www.facebook.com/daisyjoneslocker
- Twitter: https://twitter.com/DaisyJonesShop
- Other: https://www.tiktok.com/@daisyjoneslocker
Image Credits
Classic Pictures Photography