Today we’d like to introduce you to Jaclyn Schoknecht.
Hi Jaclyn, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I am the founder and designer at Dessous Loungewear, a women’s sustainable loungewear company based in Decatur. I took an unusual path to entrepreneurship. My career trajectory looks interesting on paper. I have an art degree and a law degree. I practiced entertainment litigation at a firm in Los Angeles for a few years and hated it. After that, I was counsel at an internet company, then a TV and film producer. Now, I’m diving headfirst into the fashion industry. So, I’d say my “trajectory” has really been more of a meandering path.
I was pregnant with our first daughter when my husband’s career took off and mine fizzled. (So much for that internet company.) At the same time, my husband’s job moved us to San Francisco. Because his salary exceeded mine significantly by then, and the cost of daycare would have just canceled mine out, I decided to stay home with the baby for a few years. Since then we’ve had another baby, moved to Atlanta and but for a couple of years working in an advertising agency, I’ve been home with the kids full-time. I’ve managed to keep everyone alive, write a mildly popular blog called MommyEnnui, produce a documentary, do political volunteer work and pick up the odd production job here and there, but with an empty nest on the horizon, I knew it was time to start my own business.
When COVID hit, I decided that–at the ripe old age of 52–it was now or never for me to start the caftan company I’d long dreamed of. I know it’s a bit of a crazy dream. I mean, I have friends planning to retire soon and here I am just getting my start-up off the ground. But even though Dessous is just a fledgling company, I know I’ve already accomplished something few people even try. I’m starting over in my 50s in an industry that’s completely new to me, and it’s terrifying…but it’s also pretty $%@# exciting!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I don’t think entrepreneurship is ever a smooth road! I’ve certainly had challenges along the way. The first was having to educate myself about the fashion industry. I had no prior experience beyond working retail during college and law school and had very little knowledge of how clothing was manufactured. I also had to educate myself about sustainable fashion in particular. I didn’t want to just start constructing garments without considering the effect my products would have on the environment.
The second challenge I had was an inevitable hurdle for anyone starting a sustainable fashion business. Sustainable fabric is expensive! This is especially true for companies like mine because I’m not buying thousands of yards at a time. Big corporations get big discounts, but that’s not the case for small companies purposefully limiting inventory in order to avoid waste. Finding a way to source sustainable fabric while still keeping my price point reasonable for customers is an ongoing challenge.
We’ve been impressed with Dessous Loungewear, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Dessous Loungewear is for every woman who wants chic, timeless, comfortable clothing that’s easy on the Earth. My aim with Dessous is to address the needs of women in their 40s, 50s and up. We’re getting older, but we’re still wearing jeans, concert t-shirts and checkered Vans. Gen-Xers aren’t just going to fade into the background in stretchy polyester pants and housecoats like most of our grandmothers did.
In addition, caftans are ideal garments in that they’re comfortable, super versatile, and perfect for changing bodies. I’ve worn some of the caftans in my collection since I was in my 20s and going to the gym most nights, through two pregnancies, many, many months of breastfeeding and now into my 50s as my body changes again through the delightful rollercoaster ride that is perimenopause. I can’t imagine the number of pairs of jeans I’ve gone through over all those years.
What has been the most important lesson you’ve learned along your journey?
It may be cliché, but I’ve learned that I can take on and accomplish much more than I give myself credit for. Many years ago when I started talking about starting a caftan line, the vision in my head was having a little Etsy store, doing my own sewing and maybe having a friend help as well. Since then, I’ve formed an LLC, designed Dessous’s logo and the rest of the company’s branding, designed my caftans, navigated the pattern making and sample making processes, negotiated with fabric reps and factories, built my own website and created and implemented a social media marketing plan.
Pricing:
- Dessous’s caftans range from $180 – $220.
Contact Info:
- Email: hello@dessousloungewear.com
- Website: https://www.dessousloungewear.com/
- Instagram: https://www.instagram.com/dessousloungewear/
- Twitter: https://twitter.com/dessousapparel
- Other: Pinterest https://www.pinterest.com/dessousapparel/_saved/
Image Credits
Ren Adkins
