This is Jacquelyn De Jesu for Female Startup Club.
Hello and welcome back to the show! It’s Doone here - your host and hype girl - and today I am so hyped because this chat with Jacquelyn De Jesu is just on another level! Jackie is the founder and inventor of Shhhowercap and she has such an interesting, insight packed journey to share with us. We’re also talking through her learnings after going through a multi year legal battle for her intellectual property, and for anyone listening right now who might be going through something similar or starting to see your invention and designs ripped off by copycats there’s some great advice in here.
Before we jump in if you learn something for this episode - or even if you just love it as much as I do make sure you let Jackie know! Send her a cute DM or share a screenshot on Instagram, I love it when you do that.
Jacquelyn de Jesu's entrepreneurial journey is deeply rooted in her upbringing as the daughter of two creative entrepreneurs. With her mother working as a professional hairdresser and makeup artist, Jacquelyn spent her formative years on film sets, absorbing the beauty industry around her. This early exposure ignited her passion for creating and building things, setting the stage for her future endeavors.
After spending eight years in the advertising world, Jacquelyn found herself burned out. She vividly remembers the exhausting nights spent at the office, realizing that her hectic schedule left her little time to focus on her appearance. Amid this chaos, her mother suggested using a shower cap, just as she did in Jacquelyn's childhood. When Jacquelyn went searching for a stylish option, she was disappointed to find nothing that combined both form and function.
This realization spurred Jacquelyn to dig deeper, exploring the "why" behind shower cap usage. She identified a range of women who could benefit from her product—busy moms skipping hair washes, college students recovering from hangovers, and athletes transitioning straight from practice to class. The common thread was clear: these women needed a stylish and functional solution for days they couldn’t wash their hair. Jacquelyn recognized a significant gap in the market and was determined to fill it.
Building the Foundation
To validate her idea, Jacquelyn turned to AIM, an instant messaging platform where she reached out to every female friend she could think of, asking two key questions: "Do you wash your hair every day?" and "Do you use a shower cap?" Armed with insights and data, she consulted a patent attorney, knowing that protecting her intellectual property was crucial in the competitive world of advertising. Although she loved her job, Jacquelyn was prepared to leave if it meant owning a niche in the market.
With her design and utility established, Jacquelyn developed waterproof shower caps that included innovative activewear nano-technology. The entire development process took about two and a half years, allowing her to perfect her product before launch.
The Art of Negotiation
Negotiation is an essential skill in business, and Jacquelyn learned this early on. As a New Yorker, she had no qualms about asserting her needs, especially when her own money was on the line. She emphasizes that what you negotiate at the outset can significantly impact your long-term business prospects. Once a price is set, it can be challenging to renegotiate as your business scales.
The Financial Journey
With an initial budget of $10,000, Jacquelyn focused on developing a functioning prototype and generating interest. When she launched her product, she opted for a modest initial order of 980 units, with 20 of those going to press and friends for testing. After reading Girlboss, Jacquelyn was thrilled to see her hard work pay off: in the first ten days, she sold $15,000 worth of shower caps, with FastCompany featuring her product the day after her website went live.
The virality of the launch is one of Jacquelyn's favorite memories. She attributes much of her initial success to a powerful online presence, utilizing platforms like Facebook and Instagram to generate buzz and excitement.
Finding the Right Channels
Jacquelyn was an early adopter of social media marketing, but she acknowledges the overwhelming landscape for founders today. With numerous channels and expectations, she encourages entrepreneurs to focus on their brand first and foremost. Her approach was simple: create one content calendar with a unified theme and modify it slightly for each platform.
When launching a new product, Jacquelyn suggests tracking customer engagement closely. For instance, if you have 1,000 units, allocate 100 to track feedback. Use surveys to gauge interest and willingness to share their experience with others. This data will inform future decisions, ensuring your brand's story resonates with your audience.
Navigating Retail Opportunities
Retail partnerships have been a vital component of Jacquelyn's journey. Starting as an online business helped her build traction and excitement around her brand, but she was eager to dive into the retail space when buyers began to reach out. Many entrepreneurs fear retail, but Jacquelyn sees it as an opportunity for exposure and growth.
Her first significant retail interest came from Bloomingdale's. Jacquelyn advises new entrepreneurs to pay attention to early adopters—those initial customers can provide invaluable insights and help shape your brand's direction. In one instance, Jacquelyn crafted a special package for a buyer who had pre-ordered her product, forging a connection that would prove beneficial in the long run.
Pursuing partnerships with larger retailers, Jacquelyn pitched her product to Sephora as soon as her packaging was ready. Her strategic outreach led to their interest, and within her first year, her products were featured in 70 Sephora locations. Remarkably, they sold out every print within the first four hours on Sephora.com.
Building a Lasting Brand
Throughout her journey, Jacquelyn has learned that building a strong brand is the best protection any entrepreneur can have. By nurturing healthy relationships and remaining true to her values, she has successfully carved out a niche for Shhhowercap in the competitive beauty market.
For those looking for inspiration and guidance, Jacquelyn recommends resources like Ladies Get Paid and the Girlboss book, which offer valuable insights for navigating the entrepreneurial landscape.
With a blend of passion, hard work, and strategic thinking, Jacquelyn de Jesu has proven that a great idea, paired with determination, can lead to incredible success. Her journey serves as a powerful reminder for aspiring entrepreneurs to trust their instincts, nurture their networks, and never shy away from innovation.
