LSG: What took you from running a online publication to designing underwear? How do the two crafts intersect?
Both require a shameless amount of curiosity! Interviewing people is very much about having the gumption to ask personal and thought-provoking questions. And, I think, it’s also about trying to understand someone else’s world. As a newcomer to the design/production world, the best resource I have is the ability to ask questions. It can be embarrassing to not know the correct word for something, but, at the end of the day, I need to understand the process and my product better than anyone else. I can’t blindly rely on my production partners to show me the way.
Pitching articles to online magazines also forced me to put myself out there. Building a brand online requires a variety of collaborators, whether they’re photographers, or bloggers, or retail partners. Being able to create a compelling story around something and figuring out how to partner with people (because you can’t wait to be “discovered”) is a huge part of what I try to do.
LSG: Jonesy is so simple and streamlined. One design, two colors. Are you planning to expand the line to stick to your minimalist approach?
Yep! Samples are underway for a new style of undie and bralette. I’m hoping to roll out very soon, which I’m super excited and impatient about.
Given that JONESY is funded completely by my husband and I, my approach has had to be very deliberate and intentional. It feels excruciatingly slow at times, but this strategy has forced me to focus on testing my products and proving that I have a customer base before launching a full scale line.
LSG: Who do you envision wearing Jonesy, do you have muse/lifestyle in mind?
I have no specific muse; for me, it’s more about creating something that is effortless and not overly sexed up or artificial, which in the end seems less sensual to me. New York City, like a lot of other US cities, exposes you to a huge hub of cool, interesting women who are pursuing their careers and figuring out their talents. Discovery, whether it’s style or career or relationship-related, is much more alluring to me and being able to to create a product that integrates with that journey of self-discovery is the ultimate goal.