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

Lisa, thanks for taking the time to share your stories with us today So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

Being in the apparel industry I have definitely seen an increase in an emphasis on using eco-friendly materials, ensuring customers are educated on where an dhow their clothes are made as well as a move towards gender neutral clothing that either sex can wear. While this is a great move in general I know there are still al of of fast fashion brands that use the words “Eco friendly” “sustainable” , “green” but are really just using it as an ad plug without and transparency on their supply chain.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I grew up with a Peruvian mother who brought in Alpaca sweaters , throws etc. I remember distinctly thinking I never want to do this. Our house wasblike a storage unit and to be honest it embarrassed me at times. Looking back I should have been so proud. She was bringing a product here that was unique, different (this is a time before internet and amazon) and people appreciated the quality.

After I had my second child I was going through some postpartum depression and was gifted all this beautiful clothing from my family in Peru. It was all Pima cotton and to feel it , it was just so much better than anything else I was finding here in Canada.Both mu kiddos have had issue with Eczema and Pima is fantastic for sensitive skin.

I wanted to bring this fabric here. for some reason there is some brands in the United States but few if any here in Canada.
Once I got into actually building the brand I see that the cost is a huge factor. Pima cotton is recognized as the highest quality of cotton in the world and currently, less than 10% of all cotton can be regarded as “Pima” grade.

Gentle & Joyful was named after my two children ( Jacob & Gianna).I recently had a third child Jasper, so the name still works so to speak.

I’m proud to say we are one of the first if not THE FIRST Canadian based kids apparel companies to use

100% Organic and Sustainable Peruvian Pima Cotton in all our kids clothing.

I love meeting clients face to face. i do find more and more people are asking where is this made? how is this made? and happy to hear it is made in the Americas.

I am proud that I get to work with family back in Peru and provide a transparent supply chain showing people how our apparel is different and how it hets form A to Z so to speak.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I have had to unlearn thinking of the idea of success.

When you start a business you think of it being dollar signs and positive cash flow immediately . Being in commercial banking I have seen businesses grow, fail and flounder but yet I still expected my own business to be making a profit immediately.

It is not possible

1. Because you need to reinvest whatever you make back into you company /brand to truly gain momentum

How about pivoting – can you share the story of a time you’ve had to pivot?

I think as an entrepreneur you are constantly pivoting. In the words of Robbie Burns “the best laid plans of mice and men often go astray” . I have learned the last years that things rarely go as planned, not just in business but in my personal life. being a mother, wife, having a full time job in the corporate world.try as you might nothing goes according to plan.

I think being able to accept that and move on a quickly as possible is a huge advantage to those that need to sit and sulk in it.

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Contact Info:

• Website: www.gentlendjoyfyul.com
• Instagram: https://www.instagram.com/gentleandjoyful/
• Facebook: https://www.facebook.com/gentleandjoyful
• Linkedin: https://www.linkedin.com/in/lisa-shrum-78974613/?originalSubdomain=ca

Image Credits
Kelly Macdonald