We recently connected with Jaylin Rutherford and have shared our conversation below.
Alright, Jaylin thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
Honestly, when people look at where my business is now, they usually just see the end result. What they don’t see is all the time I spent putting myself out there, talking about my brand nonstop, showing up to events alone, and figuring out how to make people care before I ever had a marketing team. I had to be my own marketing department. I was the one out networking, setting up at pop-ups, handing out business cards, and talking to strangers about what I do—even when it felt uncomfortable.
I used to tell myself, “Nobody’s going to promote this brand like you will,” and that mindset kept me going. I wasn’t just posting for likes—I was building relationships and trying to get people to feel the message behind what I was doing. Every post, every conversation, every pop-up was a chance to connect. I think that’s what really helped me start building an authentic following early on.
It definitely wasn’t easy. There were times I felt like I was doing everything right and still not seeing results, but I just kept showing up. I kept promoting, kept networking, kept finding new ways to get in front of people. I didn’t wait on anyone else to validate my brand—I just stayed consistent until people had no choice but to notice.
By the time I brought on a marketing department, the groundwork was already there. People knew the name, they’d seen the hustle, and they connected with the story. Looking back, I’m glad I had that season where it was just me grinding and figuring it out, because it made me appreciate the growth even more. It taught me that real success doesn’t happen overnight—it comes from showing up, staying visible, and believing in your vision before anybody else does.
Jaylin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I started my streetwear brand, Gifted Souls, back in 2021. The name and concept came from something deeply personal—it’s rooted in faith and the idea that we’re all given unique gifts and purpose from God. I wanted to create a brand that represented that message in a modern, relatable way. Gifted Souls is more than just clothing—it’s a reminder to walk in your purpose and use your gifts confidently.
I’m a working entrepreneur, so I still manage a full-time job while running my brand. Balancing both can be challenging, but it’s also what keeps me grounded and connected to real people. Outside of business, I’m very active in my community—I make it a priority to give back and stay involved with the youth. Whether it’s through mentorship, events, or just showing up, I want to be an example that you can build something meaningful while still serving others.
As far as products, Gifted Souls is a faith-based streetwear line that blends style, message, and meaning. Every piece is designed to spark conversation and represent something bigger than just fashion. The messages behind the clothing are just as important as the design itself. I want people to feel empowered when they wear it—to know that they’re chosen, gifted, and capable of doing great things.
What sets us apart is the intention behind everything we do. It’s not just about trends or aesthetics; it’s about impact and identity. The brand represents faith, purpose, and authenticity in a space that often focuses on image. That’s something I’m really proud of—staying true to that message even as we grow.
More than anything, I want people to know that Gifted Souls is for everyone who’s been through something, overcome something, or is still fighting to find their purpose. It’s for the ones who know they’re called to do more. I built this brand for them—and for every person who needs that reminder that being “gifted” isn’t just about talent, it’s about grace.
How’d you meet your business partner?
I actually met her through her daughter, which is funny because I wasn’t expecting that introduction to turn into a business partnership. In our very first conversation, it was obvious she really knew her stuff when it came to marketing. She just had this creative eye and a strong understanding of how to connect a brand to its audience in a real way.
Not long after we met, I brought her on to handle marketing, graphic design, and my website—and from there, everything just clicked. We’ve been working together in that capacity for a little over a year now, and I’ve watched how much she does and how deeply she cares about the brand. It started to feel less like I was working with someone and more like I was building something alongside someone.
Seeing how much she’s poured into this and how naturally our visions align, it just made sense to make her a partner. It wasn’t a planned move—it was something that evolved naturally as we both put in the work and grew the business together.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
Yes, I’ve had to find vendors to manufacture my products, and that’s definitely been one of the most challenging parts of the process. I choose different vendors for different projects depending on what I need, but over time, I’ve developed a few consistent relationships that I really rely on.
Working with vendors can be tricky—especially since most of them are in other countries with different time zones and language barriers. Communication isn’t always easy, but we’ve found ways to make it work through patience, clarity, and a lot of trial and error. It took time to build those relationships and figure out who I could truly count on.
One of the biggest lessons I’ve learned is that consistency is everything. It’s hard to find a vendor who delivers quality work and meets deadlines every time. I’ve learned that delays happen, mockups can get lost in translation, and things don’t always go according to plan. But I’ve also learned how important it is to stay organized, communicate clearly, and build genuine partnerships instead of just one-time transactions. Every experience—good or bad—has taught me something new about how to manage production and keep the brand’s quality where I want it to be.
Contact Info:
- Website: https://www.giftedxsouls.com
- Instagram: @giftedxsouls
- Facebook: https://www.facebook.com/share/1794mwexWD/?mibextid=wwXIfr
