Show notes
In this episode, Kristi Soomer, founder and CEO of ethical clothing brand Encircled, shares her insights on entrepreneurship in the fashion industry.Kristi Soomer emphasizes the importance of understanding your customer and differentiating your brand. She discusses the evolution of Encircled from a travel clothing brand to a versatile athleisure brand. She also shares her motivation for starting her own business and the initial hurdles she faced. Kristi highlights the value of finding support and mentoring, as well as the need to adapt to industry trends. She offers advice for aspiring fashion entrepreneurs and gives a sneak peek into upcoming projects for Encircled.About Kristi SoomerKristi Soomer is a visionary entrepreneur and sustainability advocate known for her work as a founder and CEO of the slow fashion brand Encircled. With a background in management consulting, retail and supply chain management, Kristi brings a wealth of expertise to the sustainable fashion space. Holding both an MBA and bachelor's degree in business administration prepared her for the challenges of disrupting the traditional fashion industry.Encircled, under Kristi's leadership has become a beacon for ethical production, eco-friendly materials, and versatile garment design. As a certified B Corporation, Encircled exemplifies Kristi's commitment to making a positive impact on the environment, her team, and her customers.A sought-after speaker and thought leader, Kristi shares her insights on sustainable fashion at conferences, events, and podcasts, inspiring others to embrace conscious consumption. Kristi Soomer's dedication to her community, philanthropic efforts, and passion for ethical practices are demonstrated through her coaching and online education business at kristisoomer.com where she helps up and coming entrepreneurs learn how to scale their business through coaching, her eCommerce Maven podcast, Facebook community and mentoring.Instagram: https://www.instagram.com/kristisoomer/Website: https://www.kristisoomer.com/Company Website: https://www.encircled.ca/Encircled Instagram: https://www.instagram.com/encircled_/TIMESTAMPS00:00 Understanding Your Customer and Brand Differentiation06:16 Starting Encircled as a Travel Clothing Brand09:57 Creating a New Category: Wander Leisure11:50 Motivation to Take the Leap into Entrepreneurship16:34 Initial Hurdles and Overcoming Challenges25:38 Transitioning to Full-Time Entrepreneurship30:11 Navigating Changes and Adapting to Industry Trends36:41 Lessons Learned from the Pandemic39:26 Advice for Aspiring Fashion Entrepreneurs43:59 Exciting Projects and Future Plans45:48 Contact Information
