The Unshakeables Podcast: A Vision for the Future – DEZI Eyewear

Episode Overview: In this compelling episode of The Unshakeables, hosted by Ben Walter of Chase for Business and co-hosted by Tanya Nebo, listeners are introduced to the inspiring journey of Desi and Stephen Perkins. From facing significant challenges in a major collaboration to successfully launching their own eyewear and skincare brands, Desi and Stephen exemplify resilience and entrepreneurial spirit. This episode delves deep into their experiences, offering valuable insights and lessons for aspiring business owners.

1. Introduction to Desi Perkins and Her Early Career

Timestamp: 00:00 - 02:22

Ben Walter introduces makeup artist and beauty influencer Desi Perkins, highlighting her initial foray into the eyewear industry through a collaboration in 2016. Desi's proactive approach during the collaboration sets the stage for the challenges and triumphs that follow.

Notable Quote:

Desi Perkins (00:24): "I would really love to design my own sunglasses if that's a possibility."

2. The Initial Collaboration and Its Downfall

Timestamp: 02:22 - 10:42

Desi recounts her collaboration with a major sunglasses company, emphasizing her hands-on role in designing and marketing. As the collaboration scales and the company gets acquired, tensions arise over fair recognition and compensation. The pivotal moment occurs when the CEO dismissively refers to Desi as "a little girl," leading to the termination of their partnership.

Notable Quote:

Desi Perkins (08:44): "That's a lot of money for a little girl."

3. Transitioning to Entrepreneurship: Founding DEZI Eyewear

Timestamp: 10:42 - 17:57

Faced with unfair treatment, Desi and Stephen decide to embark on their entrepreneurial journey by launching DEZI Eyewear. Lacking experience in manufacturing and logistics, they seek guidance from consultants, paving the way for their first original eyewear line. Leveraging Desi's substantial social media following, they successfully launch their brand, overcoming initial hurdles such as overwhelming demand and shipping issues.

Notable Quote:

Stephen Perkins (14:21): "Let’s just go. Let’s see what happens."

4. Overcoming Launch Challenges and Building the Brand

Timestamp: 17:57 - 20:35

The couple navigates significant challenges during their brand launch, including inventory management and shipping mishaps that threatened customer satisfaction. Their hands-on approach to customer service and transparent communication helped maintain trust and loyalty among their rapidly growing customer base.

Notable Quote:

Stephen Perkins (18:09): "I would go in and I’d be like, hey, this is Stephen. I swear to you, I personally pack your package."

5. Scaling Multiple Ventures and Maintaining Balance

Timestamp: 20:35 - 30:12

With DEZI Eyewear flourishing, Desi and Stephen diversify by launching a skincare line, DESI SKIN. Balancing multiple businesses alongside family life presented new challenges, particularly in defining roles and responsibilities. Their success is attributed to clear communication, role delineation, and maintaining a healthy work-life balance.

Notable Quote:

Desi Perkins (20:48): "I trust him. There’s not going to be somebody else who cares about it more than him, you know, and vice versa."

6. Lessons Learned and Entrepreneurial Insights

Timestamp: 30:12 - 31:18

Ben and Tanya reflect on the Perkins' journey, extracting key lessons such as the importance of adaptability, hands-on involvement, and the necessity of owning and addressing mistakes transparently. Their story underscores the non-passive nature of entrepreneurship and the critical role of personal accountability.

Notable Quote:

Tanya Nebo (25:18): "You can't just say yes, and I paid so and so to get this thing done and then just assume that it's going to get handled. It's on you to make sure that it actually gets done."

7. Advice for Aspiring Entrepreneurs

Timestamp: 30:18 - 31:18

Desi and Stephen offer practical advice for those looking to start their own businesses. They emphasize the value of learning from existing business owners, being prepared for unforeseen challenges, and the importance of adaptability and quick decision-making in the entrepreneurial landscape.

Notable Quote:

Desi Perkins (30:18): "Try to have conversations with people who have started businesses and really get all the information about what the hard points are."

8. Conclusion and Reflections

Timestamp: 31:18 - End

Ben Walter wraps up the season by celebrating the tenacity and achievements of small business owners featured in The Unshakeables. The Perkins' story serves as a testament to the power of belief in oneself, the significance of resilience, and the impact of maintaining authentic relationships with customers.

Notable Quote:

Ben Walter (30:06): "They totally bet on themselves. They took their hits in stride and they stuck with it. And they've built something I think is going to last and create sort of lasting value for them and their family."

Key Takeaways:

1. Proactive Involvement: Desi's desire to design her own sunglasses exemplifies the importance of taking initiative and seeking meaningful involvement in collaborations.

2. Resilience in Adversity: Facing disrespect and unfair treatment, Desi and Stephen's decision to start their own brand highlights the significance of standing firm in one's convictions.

3. Adaptability: Navigating unexpected challenges, such as the COVID-19 pandemic and shipping issues, underscores the need for flexibility and quick problem-solving in business.

4. Customer-Centric Approach: Transparent communication and personal accountability in customer service can preserve and even enhance customer trust during crises.

5. Clear Role Definition: Success in managing multiple ventures is facilitated by clearly defined roles and responsibilities, ensuring efficient collaboration and business management.

6. Continuous Learning: Engaging with experienced business owners and being open to learning new aspects of the business are crucial for sustainable growth.

Final Thoughts:

Desi and Stephen Perkins' journey from a challenging collaboration to building a successful entrepreneurial empire serves as a powerful narrative of determination, adaptability, and strategic vision. Their story provides invaluable lessons for anyone looking to navigate the complexities of starting and scaling a business, emphasizing that with resilience and the right mindset, obstacles can be transformed into opportunities for growth and success.