How I Built This with Guy Raz – Episode Summary: "Advice Line with Norma Kamali of Norma Kamali" (July 10, 2025)

In this engaging episode of How I Built This with Guy Raz, host Guy Raz reconnects with legendary fashion designer Norma Kamali for an insightful Advice Line session. Throughout the episode, Norma shares her wealth of experience in building a lasting fashion brand, offering invaluable advice to three budding entrepreneurs facing unique business challenges. This summary captures the essence of their conversations, highlighting key discussions, insights, and actionable conclusions.

1. Introduction to Norma Kamali

[04:29] Norma Kamali:
"I feel privileged to have a creative life."

Norma Kamali returns to the show, celebrated for her transformative journey from an airline clerk in the 1960s to establishing one of America’s first iconic fashion brands. Known for pioneering designs like Farrah Fawcett's red swimsuit and the revolutionary sleeping bag jacket, Norma continues to actively run her brand from New York City, embodying decades of creativity and entrepreneurial spirit.

2. Caller 1: Ahmed Ejaz – Cambridge Spectacle Company

Caller Introduction:
Ahmed Ejaz from the United Kingdom is the founder of Cambridge Spectacle Company, a brand specializing in beautifully designed prescription eyewear.

Business Overview:
Ahmed transitioned from a career in optometry to focus on designing glasses, drawing inspiration from Cambridge's rich academic and cultural heritage. His brand aims to establish a global British eyewear presence similar to Warby Parker in the U.S.

Key Challenges:

• Translating customer love and brand buzz into investor enthusiasm.
• Scaling the business across multiple locations.

Discussion & Insights:

• Brand Differentiation:
  Norma Kamali [09:57]:
  "What is different about your product or your approach to marketing your product that would make me want to invest in your potential success?"

  Ahmed emphasizes his brand’s unique connection to Cambridge, both in design inspiration and philanthropic efforts, such as donating a portion of profits to eye research.

• Scaling Strategies:
  Guy Raz [17:19]:
  "There's a way to connect it more closely because for most people Cambridge is the university. Maybe even name your glasses after notable Cambridge alumni."

  Norma suggests leveraging the rich history of Cambridge by naming eyewear after famous figures associated with the university, enhancing brand storytelling and investor appeal.

Notable Quotes:

• Norma Kamali [07:35]:
  "Learning as much as you can about how to look at where you need help in the business..."

• Ahmed Ejaz [11:20]:
  "I felt that there really needed to be, hopefully one day a global British eyewear brand that dominates."

3. Caller 2: Bob Wolkoff – Sunny Bowles

Caller Introduction:
Bob Wolkoff from Chicago is the founder of Sunny Bowles, a fast-casual restaurant focusing on soups as the star of the menu.

Business Overview:
Inspired by brands like Sweetgreen, Sunny Bowles offers a variety of soups designed by a James Beard award-winning chef, complemented by sandwiches, salads, and innovative smoothie bowls with an ice cream-like texture.

Key Challenges:

• Changing consumer perceptions to prioritize soup as a main meal option.
• Competing against established fast-casual brands to acquire new customers.

Discussion & Insights:

• Market Positioning:
  Norma Kamali [30:04]:
  "What is the value added?... Is there nutritional value?"

  Emphasizing the nutritional benefits and unique positioning of Sunny Bowles can help differentiate the brand in a crowded market.

• Innovative Delivery Mechanisms:
  Guy Raz [33:04]:
  "What if there was a pureed soup, like a sippin soup served in a to-go coffee cup?"

  Introducing a convenient, on-the-go soup option could revolutionize how customers perceive and consume soup, much like the ubiquity of coffee cups.

Notable Quotes:

• Norma Kamali [30:42]:
  "Nutrition is everything... promoting the idea that your soup is both tasty and nutritious."

• Bob Wolkoff [28:09]:
  "I'm a contrarian. I believed that starting during the pandemic would let me build brand and learn the business."

4. Caller 3: Adriana Alvarez – Lovehershop.com

Caller Introduction:
Adriana Alvarez from Sacramento, California, is the founder of Lovehershop.com, an athleisure brand renowned for its high-quality, affordable leggings designed to flatter diverse body types.

Business Overview:
Adriana launched her brand to address the lack of affordable, well-fitting workout apparel for women, particularly mothers. Her leggings have garnered significant success, achieving over a million dollars in sales within the first year through social media marketing.

Key Challenges:

• Deciding whether to seek external investment to scale the business.
• Balancing continued growth with maintaining brand authenticity.

Discussion & Insights:

• Funding Considerations:
  Guy Raz [50:20]:
  "Having outside capital can help you scale, but finding the right strategic partner with wholesale apparel experience is crucial."

  Norma advises Adriana to seek investors who can offer not just funds but also valuable industry expertise, ensuring sustainable growth without compromising brand integrity.

• Expanding Distribution Channels:
  Norma Kamali [47:58]:
  "Consider selling on platforms like TikTok and Instagram to open additional virtual stores."

  Leveraging social media platforms for direct sales can enhance visibility and accessibility, tapping into a broader customer base.

Notable Quotes:

• Norma Kamali [46:58]:
  "Be very careful about entering the wholesale distribution network. Ensure you're meeting your margins and maintaining control over your brand."

• Adriana Alvarez [43:39]:
  "Our customers are our influencers... Moms share with their social media groups, and that's how we took off."

5. Final Thoughts and Inspirational Moments

As the episode wraps up, Norma Kamali imparts wisdom on the importance of learning from mistakes, seeking mentorship, and maintaining a positive outlook. She emphasizes the value of starting each day with a fresh perspective, free from the burdens of the previous day.

Guy Raz [54:41]:
"Norma, if you could travel back in time to the 1960s and give yourself one piece of business advice, what would it be?"

Norma Kamali [54:41]:
"I really benefited from my mistakes and learning and getting advice from people who really helped me along the way."

This powerful exchange underscores the episode’s central theme: the significance of resilience, continuous learning, and seeking guidance from experienced mentors in the entrepreneurial journey.

Conclusion

This episode of How I Built This offers a rich tapestry of entrepreneurial experiences, with Norma Kamali guiding three founders through their unique business challenges. From brand differentiation and scaling strategies to funding decisions and expanding distribution channels, Norma's insights provide practical and inspirational advice for entrepreneurs at various stages of their journeys.

For listeners eager to delve deeper into Norma Kamali’s original story, her 2021 episode is highly recommended and accessible via the podcast's feed.

Notable Final Quote:

Norma Kamali [55:08]:
"The majority of the stock slowly became my designs and I had a full page in Vogue and a good size page in Bazaar. This is nuts."

How I Built This with Guy Raz continues to be a master-class in entrepreneurship, blending personal stories with actionable business strategies. Whether you're an aspiring founder or an established entrepreneur, the wisdom shared in this episode is both enlightening and empowering.