Jennifer Casara (2:48)

Thank you so much for having me, Jackie. I'm so excited to be here tonight.

Jackie Zuck (2:51)

Me too. I love having you. You're so inspiring. You're a ball of knowledge. So please fill us in today, first of all, with your new launch of Genesis Consulting. What is this and how did Good lead to Genesis Consulting?

Jennifer Casara (3:04)

So part of Good Robe was the fact that I'd been in the industry forever. I had a boutique, I had been a buyer, I had done product development, and I really kind of hit every part of the industry. For those people that don't know my day job, I'm also on the basically like the brand side, right? So we do wholesale. And so I kind of have like a 360 degree view of the, of the whole sort of landscape, which most people don't have. Most people are like, oh, I, you know, I was on the store side or I was a buyer or I was on the brand side, but I've been on all of it. So which is, which is great. And so when I created Good Rope, I saw a void in the market for the particular clothing that I created. So it's this idea of basics and essentials and nobody was producing it. And so I said, well, all right, I'll do it. But you learn so much in that process. Even though I'd been doing it for so long and doing product development, when you create your own line, you also learn how to bring things to market. You know, all of these things that maybe as a buyer, you wouldn't know. So if you had a store and you wanted to become sort of, you want to create your own product, you wouldn't necessarily know the steps to do. And so now that I've done it, I have so many people who just, it's just kind of happened organically that have approached me and said, help. Whether it's helping, you know, they have a store and they need help on the buying side, or they want to create product and they need help on the steps to do it, or even people have product and they've decided, oh, you know what I would like to try to do? Instead of direct to consumer, I would also like to try to do wholesale. What does that mean? And so I Help them with sort of their go to market strategy, the materials that they need, steps they need to take. And so I've kind of, you know, done it all and it's like my passion. So I was like, the more I've done it, the more I see a need for it, the more I see people are looking for, you know, somebody to guide them and help them. And what's cool is that I'm a very hands on person. So if you go to a normal consultant, they're going to be like, well you should be doing, you know, social media posts or you know, whatever they're going to tell you. And they've never really done it themselves so they can't show you how. And so where I've seen the difference is that because I actually know how to execute it, not only can I advise, but I can also be hands on with them and either do it for them or do it for them and then train them how to do it so they can continue to do it. Because nobody has a budget where, you know, especially a lot of these new launches or smaller companies that are coming to me. I don't have a budget for somebody with my experience to be full time on their staff. So I'm really somebody who sort of what they're, the term they're using now is fractional. Right? You get my knowledge but you don't have to pay for me full time, which is good.

Jackie Zuck (6:19)

I love it. And also give yourself some credit. I would like for you to share with everyone the stuff you've designed within business. You've made your own lines of jewelry, right? Like tell us it's so cool.

Jennifer Casara (6:30)

Well, so, yeah, so I'm like crazy when it comes to product and I've always sort of known like just what's going to sell. So even when I was a buyer, a lot of my background was shaping some of the brands that you probably buy and have no idea that I'll be like, oh, you should change this packaging or you should do this or so many brands that you've probably worked with, I've influenced in some way, whether it's Vera Bradley or you know, just, just in certain, like in every aspect. But then, you know, my day job, I am the VP of sales and marketing for a wholesale jewelry company. And so we do fashion jewelry. So it sort of hits that like $24 price point or whatever. So you know, we sell in places like the paper store or gift stores or boutiques. And I had this idea for a gift line and it's called Blessings. And they are necklaces, and they're all different icons, and each one has a meaning attached to it, a sentiment attached. So sometimes it has to do specifically with the icon and examples, like our cross. The meaning is faith. And then there's a sentiment. So you can buy it for yourself if you're feeling like you need that support or they make, you know, great gifts. And so we launched that in January, and that's been fabulous. I also work with independent people and help them come up with, you know, certain ideas, voids in the market, ways that they can just have a value proposition that's different than anybody else's. I think that's the key. And the reason that I started my business is that I always say, you shouldn't join the conversation unless you have something original to say.

Jackie Zuck (8:18)

Love it.

Jennifer Casara (8:19)

And so how are you entering this market? What are you saying that's different than everybody else? Who's doing that jewelry? What are you doing? And so it really is. You have to have a good knowledge of the market, what retailers are willing to spend, how much they're going to invest in a new line, how it should be merchandise. You know, are you helping them with that? Does it come with a display so that it's easy? Like, how do you make it so easy for retailers to just buy it and. And put it out? So there's so many things that if you haven't been on all sides of it, you wouldn't necessarily think about.

Jackie Zuck (8:58)

Right. I love this. So things. I feel like you gave us so many answers with things to consider when it comes to going to market. So I'm not going to ask that question. But, like, what your goal is for a small business that's like, brand new to this arena? Like, what advice would you give them when it comes to even, like, step one? Like, what should they. Like they have an idea. Like, what do they even do with it?

Jennifer Casara (9:20)

So, okay, so I'm going to use Good Robe as a great example. So when I started Good Robe, I knew that I wanted to produce basics and essentials because I wasn't seeing that enough. I wasn't seeing a place where I could find a pair of pants that I like and then go back season after season to get it. So I knew exactly the pieces that I wanted in my collection. So the first thing I did was I did a lot of market research. I looked at all of the brands that were doing it and where they were priced, you know, and if I wanted to remove an obstacle for my customer, what price did I need? To be at, which was like, sort of like that middle ground that was a comfortable price that seemed like a lot of people. So I went to Zara, I went to Ann Taylor Loft, I went to all these places, and I'm like, okay, pants are usually, you know, 128 to 148. Let's say Zara on the cheaper end, you know, could be 78 to 98. And so I was aiming for more of a higher quality at that 78 to $98 price point. So I did a ton of market research so that I could come up with my pricing. Well, once I knew my pricing, I knew from a manufacturing standpoint, like the fabrics I should be using. And so it, It's. You need to define your brand, I think, first and what your goal is and what problem you're solving. And a lot of times you're solving a problem that isn't about the specific item. I know that sounds bizarre, but it's. I am solving women's issues, getting ready in the morning and putting outfits together. I am not selling them a blazer. I am not providing them a blazer. I am providing a system with a capsule that helps them to get ready. An effortless way to manage their wardrobe, to have a wardrobe that does the heavy lifting for them. And it's all about buying these mix and matching, you know, pieces well for somebody else, right. Maybe it's. Maybe it's skin care that helps acne, right. Or, you know, but what you're giving them is the ability to be fresh face and not wear makeup and feel good about. About their. Like, you have to key into what's that emotion? Because. Because you're solving something that goes beyond the basic. It's. It's tapping into their emotions and what, what they need.

Jackie Zuck (11:55)

So, like, you're hitting a pain point, basically, like, whatever. Yeah, that totally is relatable.

Jennifer Casara (12:02)

And so how do you. And. And knowing who that market is, what is that market, you know, willing to bear? In my case, I wanted to make fashion more accessible, so I didn't want to price myself out of the market. That. That's my business. Right. That's my business plan. That was my, you know, that those were my demographics that I was looking towards. You could be a jewelry company and you want to bring the finest gemstones to them. And, you know, you're not going to necessarily sell volume, right? It's not going to be a key volume piece. You want to create less pieces that are more special, that cost more. Right. And then your marketing is going to have to be, you know, that will dictate how you're going to market. It'll dictate what pieces of jewelry you are actually, like your gemstones, like what you're including the packaging, right? If you're a higher price, like, what are you doing? Are you putting cleaning cloths or like, what are you putting in there to make it smooth special and the packaging special? And so those are all the considerations. Once you understand, it's like, how do you. How does the product say all the things that your mission statement says without saying it? You know, I love that.

Jackie Zuck (13:18)

I love that. That feels very relatable.

Jennifer Casara (13:21)

It's true. And it's like, even service, right. Service providers, like, it doesn't have to be.

Jackie Zuck (13:26)

No, it's so true. Every industry, right? You're absolutely right. And I also think this is something you touched upon earlier. I just want to throw this in. But like, you had a physical need, physical emotional need, and it inspired you to like, do the market research, right? And I think that's what a lot of people that get inspired to start a product, like, what is the need? Right? I think that's like a huge piece of. I mean, you would know that better than I would, but I'm just.

Jennifer Casara (13:49)

No, no, but it's true. It's that saying, right? Necessity is the mother of invention, right? It's. You'll be like looking around for something and you're like, wait, that doesn't exist. I should create that, you know, And. But it's funny because a lot of people will get to that point and not understand. Like, I think of it like the spokes of a wheel, right? And so the product is super important, but the story is also important and the packaging is important and the pricing. And it's like, how do all the spokes in the wheel tell your story and present your product in a way that reflects your mission, what your goal is, what your intentions are. When somebody sees it, do they get your vibe? Right? It's a. It's. It's a vibe. And getting dressed every day isn't that different. It's understanding who you are and how you want people to see you and how to reflect what's inside of you on the outside. And then once you key into that, it becomes very simple to fulfill that. Because you know what, that looks like you've defined it.

Jackie Zuck (14:59)

I love that. I think you need to trademark that wheels. Everybody listening that Jen's. That is Jen's thing. So in terms of like a vibe, like break down, can you break that down a little more like because I'm thinking of somebody who's listening for a first time, has an idea, right? Like give me an example of what a vibe is considered.

Jennifer Casara (15:18)

Okay, so, so, okay, so let's say that I have this. I'll continue on that really high priced jewelry line, right? You're not going to want to put that in craft, natural craft boxes.

Jackie Zuck (15:39)

Good point. Right, right.

Jennifer Casara (15:42)

Who is your customer? What? For a customer that's going to spend that much, they're looking for details, they're looking for the things that are going to set them apart. So does yours come with a pamphlet that talks about where all the gems were sourced and you know, you know, how do you personalize that and make it what is really going to be like it. Does it come with its own sort of carrying case, like a leather carry? Like what is it that, that you can do that is going to be something that gets your customers attention and that aligns with what your customer, A customer is going to spend, you know, $1,200 on a necklace. Like you need to make sure that that packaging matches their interesting.

Jackie Zuck (16:32)

I love that.

Jennifer Casara (16:33)

So when you have a vibe and then it's like your website needs to reflect that. It needs to be like fine images and you know, refined art and like whatever that is for your, your like so for me, for good robe, I wanted to make things super clean and simple and effortless. Like I, I use that word effortless a lot. If you look at my logo, it's very clean. Gr. It's not scrolly, it's not, you know, it's very clean and basic and happy and easy. And when you go to the website it's the same thing. It's not a complicated website. It's not a high fashion website. I made sure my model smiled because again my goal was to make it something that my customer like. I wanted to make fashion accessible. I didn't want it to seem like this elite, you know, it's hard to, to get here kind of thing. But there are going to be brands that want it to be like that because that's what their customer wants. So, so they want their, you know, their websites to be pouty and dark and you know, whatever that is. And so it's understanding who your custom, what your product is and then what vibe is going to kind of pull the whole thing together. What is going to get your customers attention and reflect your product. And that's not always easy, you know, but, but I think you know, natural skin care, right? Like, like you know, I'm talking to somebody recently and it's, you know, if you're, if that's your thing, right, you're looking for like certain things come to mind. Like green, right? Green is like natural. Like understanding that. And she might have craft natural boxes ultimately or like to me that makes sense because. And they should be biodegradable. And you know, like it's, it's. If you're trying to hit a customer, that's all natural, right? You're going to make sure that your, your, you know, that, that your packaging is biodegradable or it looks natural or, you know, and if it's in those natural tones, you're just going to be like that. It's going to resonate with that consumer, which is like, that's what you want. And it should reflect your mission too, right? You're doing natural skin care because you believe in all natural. You believe in, in sustainability, you believe in. And so the two should really intersect with your product and your packaging and, and then every bit that you do, your social media, your email, it should all have that same, that those same values should exist in all of it. So when they see your social media post or they get your email, you don't even have to say who it is.

Jackie Zuck (19:28)

They're gonna know like, speaking totally. And what for yourself, like, how long does it actually take from product to market?

Jennifer Casara (19:38)

So for an apparel, it's long. There's like a longer lead time because there's, there's usually like sampling time. Like if I were repeating an item, it's easier. Like if you already have the cut that you want and you know, and sort of your patterns are set and you're just. I'm redoing like if I redid the girlfriend shirt and I did it in a different fabrication, other than sourcing the fabric, it's probably going to be a six to eight week turnaround for production. But for me it took because I was doing the whole line and I had to get all the specs and it took about. And of course it was during COVID so it took about a year and a half before I really had my collection in house ready to sell. But now that I have it now it's, it'll be quicker because now I know the process and you know, and, and so I would say like normal would be about six months. Like that's a normal cyc angle in fashion is just like. So you're, you're usually a season ahead planning so that your product is coming. So usually about six months ahead from a production. Now, my stuff is basics, which gives me a little like, I am not high fashion. I am not on, like, trendy in any way. And so, I mean, you know, I'm on trend, but I'm not trendy.

Jackie Zuck (21:01)

So I don't feel endless trends because it's like evergreen items.

Jennifer Casara (21:05)

Evergreen 100%. Like, cargoes are hot right now. And so if I were to do cargoes, I should have done those right, like six months or so so that they were in my assortment now. And so it's understanding that unless cargo a specific, which I really not the sloppy cargoes, but I do really like a nice straight leg cargo reformation has one and. And somebody. But, like, they did it the right way. Like, I could see me having an everyday cargo that's a little bit more tailored and having that on the line as an evergreen item. But other than that, like, I don't feel this need to be on the cutting edge because my hope is that it's not something that you have to race to do because it's going to be in style six months a year. Six years from now. It's, you know, people are still going to be wearing a blazer. So.

Jackie Zuck (22:02)

So true. I feel like those have never gone out of style. Yeah.

Jennifer Casara (22:06)

Thank God, because I have a closet for me, too.

Jackie Zuck (22:09)

And I know you have all the cool colors, too. That's yours. I love it, though. It's perfect. So outside of, like, bring your product to market, what in terms of, like, let's talk about fashion, because I know that's your passion. Like, in terms of trends, you talked about cargo pants. In terms of tops, like, what are. What is trending right now in the fashion world?

Jennifer Casara (22:28)

You know, you're still seeing these little, like a little bit of that, like, whole puff sleeve thing, which is kind of cool. Like, I. I dig it because to me, it acts like, like shoulder pads in the 80s, if they really slim you, which is, you know, kind of cool. I'm digging the whole, like, I got this new pair of these, like, pointy red little kitten heel, like, patent. Like, they're just adorable. And I'm kind of into that little kitten heel pointy toe. Any pointy toe really extends the leg, so it's slimming. Fun fact. Yeah. Like, so, you know, if you ever watch. Oh, what was that with Carson and. Oh, I can't think of that show where they would, like, redo everybody. But they always talked about, like, the pointy toe because it really does bring extend, like, the leg, like, the look of the leg. It's all, like, obstacles. So anything with a pointy toe is great, but these little red number, like, I. That's gonna be, like, my fun, like, piece. That'll dress things up and add a little personality for the season.

Jackie Zuck (23:45)

I love it.

Jennifer Casara (23:46)

Totally into. But you're seeing sort of. It's been happening, and I still see it continuing sort of this. This, like, return to, like, that Chanel kind of vibe, you know? So you're still seeing the bow thing happen, but that's become a whole, like, you know, you're seeing, like, the Chanel flat, like, the ballet flat.

Jackie Zuck (24:09)

We saw timeless classic pieces, right?

Jennifer Casara (24:12)

Like, it's like, what's kind of in, like, this timeless. They were calling it, like, the grandma look. You're seeing vests again. Have you seen the vest?

Jackie Zuck (24:20)

I love.

Jennifer Casara (24:21)

I am in on the vest. Yes. Yes. What's cool, though, now is that before, when we saw vests, they were very clearly a layer. And I'm not there yet, but after, you know, 10 or 15 pounds, I'm kind of liking the vest as, like, the top. Right. With nothing.

Jackie Zuck (24:43)

I agree.

Jennifer Casara (24:44)

A few people pair it with, like, a great trouser. That's my favorite trend. The trouser trend. Like, you're seeing it in jeans. You're seeing it with this wider leg and that trouser look where it really just kind of continues down. It's not a flare flare.

Jackie Zuck (25:00)

Like, you cut your body more like. I know exactly what you're talking about.

Jennifer Casara (25:03)

It's like, simmer on top, but it kind of comes out. It's like you're like, the leg of the pant is now. Which is not great for, like, short girls like me, but I don't care. I still like it.

Jackie Zuck (25:13)

But.

Jennifer Casara (25:15)

Versions, right? Like, the width of the leg, you can get to varying degrees. So the shorter you go, you probably want to go less wide, you know, because then it just swallows you. But. But yeah, I'm loving that whole trouser look that dresses up the jean. And, you know, my most hated trend, which I didn't know was a trend. I like. Maybe I just live under a rock. Like, I feel like I know all these trends, and maybe I just know the ones that I gravitate towards, you know? Like, I like green. Green's hot. You know, green was hot. Like that lime, that bright. Green was hot for spring. And green continues. We're seeing actually, like, olive or what I'll date myself. We used to call od, which was olive drab. It was. Yeah, yeah. That was like A thing. So I'm throwing this out there, and I'm doing a video on it. So, you know, I was. I was out, and I noticed all these people wearing, like, sweatpants and then socks and those plastic slide shoes. I just instinctively was like, this is just horrible. This is like shooting fish in a barrel, right? Like, I'm gonna do this video, and everybody's gonna be like, why would anybody wear that? So I decided to search for a picture to do as an overlay on my video. To my surprise, it's a thing. Like, it's a hot thing. It's like, no, like, Rihanna. Like, pictures of Rihanna wearing that at the airport. And I'm like, what? What? Why? I. I listen. I want everybody to, like, you know, express themselves. But what. I think we've forgotten the word. And. And then I started to watch videos on it, and people were, like, apologizing for not liking it. I'm like, it is so sloppy, and you look like a derelict, and it's depressing. It's like. It's like. I think that comes in your depression starter kit, right? Like, your sweatpants and your slides and, you know, like, what else? Can you maybe, like, a big hoodie?

Jackie Zuck (27:19)

Like, honestly keep compiling it on, like, just all of it.

Jennifer Casara (27:25)

And. And so I'm watching people talk about. I'm like, oh, my. Like, oh, my God. But so the word that I didn't hear, you know, that. That people were using, and this is my issue. It's not bad fashion. It's not. Whatever. Like, I'm not judging you from a fashion standpoint, saying you're not fashionable. I am judging from an appropriateness. There used to be something that was, like, a level of appropriateness, and I miss it. I miss going out to dinner and seeing people dress up a little bit. Like, especially when you're going to a nicer restaurant. You know, a couple weeks ago, my husband and I went out, and, you know, I'm all. I have got, like, a cute dress on, and he's got a tie on, and, you know, we're all cute. And then, like, people are there with, like, ripped jeans, and it's an expensive restaurant, and I'm like, I get it. And there is a place for those ripped jeans. Like, I. Wonderful. Like, I am not judging you at all from a fashion standpoint. I am judging from a how you show up. And that saying, how you show up is how you show up.

Jackie Zuck (28:33)

Agreed.

Jennifer Casara (28:35)

Right? Like, how you show up for yourself is how you show up. And if I'm wearing, like, you should See what I look like at night. I've got eight different colors on. I've got a sweatshirt. I've got, you know, whatever. I've got socks with my slippers. Like, you know, there you go. But I'm not wearing that to the bank. I'm not wearing that to go food shopping. And I think we've forgotten that line of sort of appropriateness and how we look in front of other people and how we present ourselves in public. And I'm not saying you have to wear, like, a gown to go food shopping, but, you know, pajamas. Maybe not. Maybe pajamas are like pajamas and they're called pajamas because they're meant to be worn to bath. And just my.

Jackie Zuck (29:20)

I love that you're talking about it because you're also showing, like, your awesome personality, giving your opinion. So thank you for that. I loved it. It was so good and relatable, too. Like, I see you doing the commentary. Like, the fashion commentary. Like, I see it. I love it so much. It's amazing.

Jennifer Casara (29:36)

Like, I was shocked that it was even a trend. Like, where have I been? I'm like, okay.

Jackie Zuck (29:43)

But, like, to be honest, I didn't even know about until you said something. So now I'm learning from you too. So thank.

Jennifer Casara (29:49)

Here's a no for me. Like, and honestly, another no for me. Are those barrel jeans? Have you seen the barrel jeans?

Jackie Zuck (29:57)

Yes, yes.

Jennifer Casara (29:58)

Like, they're called, like, barrel because they kind of come up so they bow leg.

Jackie Zuck (30:03)

Yeah.

Jennifer Casara (30:03)

Like, bowleg. Is that hot? Is that a hot look now?

Jackie Zuck (30:06)

Like, is that a lot of people. It's not my personal taste, but teach their own. Like, I'm with you there. That's not my personal taste, but I'm.

Jennifer Casara (30:14)

Going to do a video on how to style, like the barrel leg jean. And I'm gonna take them and I'm gonna just throw them in the garbage because that's how I style.

Jackie Zuck (30:27)

I mean, I can relate because that is not my style. So I will appreciate that. So thank you.

Jennifer Casara (30:32)

If somebody else wears it and they look cute, good for them. But yeah, it's just not my. Damn.

Jackie Zuck (30:36)

Yeah, not mine either. And I also think if you're short, like, they're already big, it's hard to look good in that. Like, flattering wise.

Jennifer Casara (30:45)

Right. Like, I feel like we're gonna have a duel. Like, I should walk ten paces or.

Jackie Zuck (30:51)

Well, I think the question is, it's who's creating these trends?

Jennifer Casara (30:55)

Right? There's a place for trends. Because right here's what I'm gonna say. If it was the Same old, same old all the time. Nobody would shop, right. So you need to find ways to create some excitement. Like I always say, give them a reason to buy. But sometimes they're not wearable. Like sometimes doesn't mean you should buy them. And there's a mark, like there are high fashion people and that's their jam, right? Every day they're like reinventing themselves. And that's really cool, you know, if that's a reflection, that's who they are, you know, and that comes naturally and they would be bored any other way. So I, you know, I totally, I totally respect it. But for the average person, you know, let's not add complexities or styles that we don't need, like just to make it more difficult.

Jackie Zuck (31:49)

I can relate. I can personally. So thank you for your words of wisdom. You are amazing, John. So tell everybody how they can get in touch with you at Genesis Consulting. Good Robe and co. All the things.

Jennifer Casara (31:59)

All the things. So I do have a Genesis Consulting co Instagram, but the cool part of it is that it's Genesis J, E. And so when you spell Genesis, it's a J instead of a G. So you can check me out there, but you can honestly reach out to me on any of my Good Robe and company. Instagram, Facebook, TikTok, wherever you see me, it's always Good Robe and Company. And our website is goodrobe and co dot com. So you can message me there, you can message me on social media and I'd be happy to talk to you about the Genesis piece as well.

Jackie Zuck (32:38)

Do it. You will not regret it. Jen is a word full of knowledge, words of wisdom all the time. So thank you, Jen, so much. You are amazing as always. And thank you everyone so much for tuning in to becoming next on Scene. And stay tuned for who's next on scene.

Jennifer Casara (33:02)

The ups, the downs and all the in between. What it takes to become next on scene. Are you next? Follow us at Next on Scene.