If you’ve ever wondered what the process is to manufacture and produce a footwear label from scratch - this is an episode for you. We’re going over the challenges Lisa faces in building this business and the big wins she’s had - like being worn by mega celebs Bella Hadid and Emma Roberts - and exactly how she did it.

We chat about the pros and cons of wholesale, what she thinks about retail stores and the benefits of being a true DTC brand.

Meet Lisa Seskin, the powerhouse behind the Australian footwear label LMS. Her journey to becoming a successful entrepreneur is a beautiful blend of creativity, grit, and a dash of that good old-fashioned entrepreneurial spirit.

Lisa's story begins with a revelation: she’s not a trained designer. Instead, she comes from a business and buying background, which might surprise those who think only trained designers can create amazing products. This realization led her to embrace her unique strengths and find her own path to success.

Finding the Right Partners

When it came time to bring her vision to life, Lisa knew she needed the right partners. She reached out to manufacturers in China, armed with ideas and inspiration. Instead of sketches, she sent over a collection of reference images, detailing everything from heel height to materials. The manufacturers took her vision and turned it into reality, producing samples that left her thrilled and ready to take the next step.

Lisa emphasizes a crucial point for aspiring brand founders: you don’t need formal qualifications to make your dreams a reality. She herself faced the challenge of starting a jewelry line without any formal training. It was about the vision, the ideas, and the willingness to learn from the ground up, even if that meant a few stumbles along the way.

The Leap to Launch

Once she received her samples, the next big decision loomed: should she pursue wholesale or go direct-to-consumer? Given her experience as a buyer and her knowledge of retail, she opted for the latter. Why? Because she saw the power in building a direct relationship with her customers. Brands like Glossier and Reformation had paved the way, proving that a direct-to-consumer model could foster strong brand identities and meaningful connections.

That meant committing to some significant minimum orders, a daunting yet exciting step. Lisa recalls having to order 200 pieces per shoe, a number that still makes her a bit wide-eyed. But with her own savings and a family loan, she was determined to make it work.

Building a Digital Presence

With products in production, the next challenge was marketing. Lisa knew that having a fantastic product was just the beginning; she needed to build a community around her brand. Enter Instagram. Starting from scratch can feel overwhelming, but Lisa took it one step at a time, crafting a mood board and sharing inspiration.

She encourages entrepreneurs to be their own biggest promoters. By leveraging her personal network and sharing her journey, she gained a solid following of friends and family who rallied behind her brand, which quickly grew to around 1,000 followers. Authentic connections became her lifeline, making her brand feel personable and relatable.

The Power of Influencer Marketing

Lisa's approach to influencer marketing is insightful. Rather than obsessing over direct sales from influencer partnerships, she focused on creating buzz and building brand awareness. She reached out to local and international influencers, sharing her story and sending them product samples.

Not every influencer will post about your brand, and that’s okay. Sometimes it takes time for products to be seen, worn, and shared. Lisa recalls the thrill of when a well-known influencer responded to her outreach, igniting a wave of excitement. Each little win is a testament to her hard work and perseverance.

Navigating Celebrity Endorsements

Celebrity placements can seem like a distant dream for many brands, but Lisa’s journey shows it’s achievable with the right strategies. With the help of a PR agency, she got her products into the hands of stylists who dressed celebrities like Bella Hadid. This exposure catapulted her brand into the spotlight and illustrated the power of strategic relationships in the fashion industry.

Evolving Through Challenges

Over time, Lisa expanded her strategy to include physical storefronts, understanding that not all customers are comfortable shopping online. While her first store had limited success, she didn’t give up. After relocating to a busier area, she was ready to take the plunge again.

Unfortunately, the onset of COVID-19 forced her to close her doors, but Lisa remains optimistic about her brand's future. Her resilience and willingness to adapt are hallmarks of a true entrepreneur.

Final Thoughts

Lisa Seskin’s journey with LMS is a story of vision, perseverance, and creativity. It’s a reminder that you don’t have to fit a specific mold to launch a successful brand. By embracing her strengths and staying connected to her community, Lisa is carving her path in the fashion industry, one stylish step at a time.

So, if you’re considering starting your own brand, take a page from Lisa’s playbook: lean into your unique strengths, build your community, and remember that every setback is just another step on the path to success. Keep pushing forward, and who knows? Your journey might just inspire the next generation of entrepreneurs.