We were lucky to catch up with Jen Hardy recently and have shared our conversation below.

Jen , thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

Being a huge animal rights advocate, my main challenge was finding the perfect style that aligned with my ethical beliefs. I found it difficult to shop for contemporary collections that used cruelty-free fabrications. There were so many styles I was drawn to that I would not purchase because they contained animal products such as wool or leather. It was always so upsetting because the designs were amazing! As I started developing relationships and getting more involved with animal activist groups, I knew I was not alone. I also knew I wanted to offer more than just a graphic t-shirt that stood for animal rights. My goal was to create a full collection of cruelty-free staple pieces that appealed to like-minded individuals, without sacrificing style and quality.
Having worked in the fashion industry for over 20 years, I knew, as both a professional and a consumer, that there was a void in this category. Top brands had been using faux fabrications for years, but they would still pair these pieces alongside animal-based fabrications in their collections, such as pairing faux leather pants with wool sweaters. Knowing this, I would constantly check the clothing tags to figure out if the items were indeed cruelty free. I found that there was a definite need for companies who followed ethical standards and only offered faux alternatives, especially at an affordable price point.

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

After studying both fashion design and business in college, I have been working in the fashion industry for 20+ years across various facets, including design, wholesale sales, fashion show production, styling and costume design, among other areas. I absolutely love all aspects of the fashion industry, and my passion has always been so strong that I have often juggled multiple positions at a time or taken on several tasks outside my job description to learn more and advance in my career. It was important to me to not only develop key relationships, but also to understand how the entire fashion industry operates and not just a focus on one specific area such as design or sales. Because of this, I found myself gravitating towards independent companies and startups, where I could wear several different hats and multi-task all day long.

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

In March 2020, while LBLC The Label was launching and showcasing its first collection to buyers, news was breaking that COVID-19 was spreading rapidly. Just like everyone else in the world, I didn’t know what to expect, including if I should be afraid of the unknown. Three days prior to the pandemic lockdown, I placed my first cutting ticket to launch LBLC The Label into production. Knowing that cancelling an order was forbidden, I kept my fingers crossed that my accounts were going to follow through with their orders and that my product was going to sell. During this time, I was so vulnerable because I finally had the courage to branch out and launch my own label. Although it felt like the worst timing, I knew this was my make-or-break moment, so I put all my energy into staying afloat and building a successful brand. Luckily, I had two amazing salespeople who were just as resilient as I was, and collectively, we did everything in our power to continue to sell, ship orders and promote the brand. I am grateful that we were able to rise to the challenge. This also proved my theory that that there were other like-minded consumers out there looking for this cruelty free collection. It’s because of these people’s that we made it through the pandemic and are still here today!

Any fun sales or marketing stories?

LBLC The Label launched during the pandemic, which was a crazy and uncertain time. I needed imagery to launch my website and my business, but stay-at-home orders were in effect and photo studios were not considered essential businesses. With extremely limited options and the odds not in my favor, I approached my friend / model Ari, whom I had always dreamed of collaborating with and envisioned as the face of my brand. After several conversations, we devised a plan, in which Ari agreed to shoot the entire collection on her own at home since she was comfortable with shooting in front of a tripod and could do her own hair and make-up. I organized all the samples on multiple rolling racks in her driveway and waited in the car as she came outside to collect everything. Although communication was a bit challenging, we were able to speak from a distance at various points. As a result, a true creative partnership emerged that showcased the first collection, and I am so grateful to Ari for this. This successful collaboration allowed us both to be creative and productive in such a restrictive environment. And, the best part is some of my favorite photos are from this photo shoot!

Contact Info:

• Website: www.lblcthelabel.com
• Instagram: @LBLC_thelabel
• Facebook: https://www.facebook.com/LBLCthelabel/
• Linkedin: https://www.linkedin.com/company/lblc-the-label
• Other: https://www.tiktok.com/@lblc_thelabel

Image Credits
LBLC the label logo and non logo product shots- all credit to Kelly Puleio Jen Hardy and Bowie shot- Credit to Kemble Walters