We recently connected with Deirdra Jones and have shared our conversation below.

Deirdra, thanks for taking the time to share your stories with us today Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers

I’ve had so many ups and downs across the three businesses I’ve opened. The craziest time for me was March 2020 (like so many others), when I had just closed down my last company, and was about to launch the third; a hospitality uniform brand.

Bad timing, to say the least! I ended up pivoting to face masks immediately, which became an overnight success. My ill-timed uniform brand turned into a highly profitable mask brand, selling over 100,000 masks in the span of 12 months and going from 1 to 12 employees. It was the most stressful, busiest, most incredible, crazy couple of months of my entire work life. I learned so much, and it defined my next steps in business from then onwards.

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

I worked in the fashion industry in NYC fresh out of Art School, for a number of different high profile brands. At 24 years old, I took over my mentor, Mark Montano’s boutique in the East Village and then moved on to the Technical Design Director role at a brand called Steven Alan, based out of Tribeca.

In 2023, I started my workwear and uniform brand, Jones of Boerum Hill. We catered to NYC’s chefs, restaurateurs, and hoteliers, making premium, beautifully designed uniforms.

I then moved out to Los Angeles in 2020 to re-start the uniform studio out here, renaming it Rendall Co (named after the street I lived on in Silver Lake). Rendall Co continues the tradition of stylish, chic, durable and flattering uniforms, using sustainable and ethical manufacturing practices. We make all of our aprons right here in LA. We are proud of our community-oriented production, and also that we bring a very specific and curated look to the best restaurants in the world while maintaining a high level of personalized customer service.

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

I think resilience is a word that comes up a lot in conversation for me, as most of my friends and colleagues would describe me as such.

My previous brand, Jones of Boerum Hill, was co-owned by myself and my now ex-husband. We separated at the height of our company’s success, in 2019. Unable to come to an agreement, JOBH ultimately bled out while the divorce continued to bounce back and forth between lawyers.

A few months later, I moved to Los Angeles and re-started the brand on my own, a couple weeks before the pandemic started, March 2020. Suddenly, all of my clients closed their doors and orders came to a standstill. At that point, I quickly pivoted to designing face masks, manufacturing them all with my local suppliers in LA, and I brought on a new partner and friend of mine to help launch this new venture. We reached major success on a national scale, selling over 100,000 masks and donating the same amount.

Once the demand for masks waned, I began moving back towards uniform design. My new partner was not keen on the idea and didn’t feel like it was the right move. Our partnership came to a standstill, and I ultimately ended up facing a slowly dying company yet again. Thankfully, we were able to come to a buyout agreement, and I moved into 100% ownership at the end of 2022.

My current brand, Rendall Co, is a hard-won company and personal triumph of mine. While I face an uphill battle to make it profitable and successful, it’s my own battle and I’m grateful to have the confidence and resilience to back up this challenge.

How’d you build such a strong reputation within your market?

I work with the hospitality industry, and relationships are EVERYTHING. Giving customer care a personal touch, being genuinely interested and engaged in their lives and businesses, and showing up for them and their community is the only way for it to work.

Also, I’m known for having a very high degree of quality in all of my products. I never waver on that, even if it means my margins will take a hit. It’s my calling card and because my clients know that, I am lucky enough to get most of my new customers via referrals.

Contact Info:

• Website: www.rendallco.com
• Instagram: rendallco

Image Credits
Lindsay Winn Jim Sullivan Soona Studios