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Meet Rachael McCrary of Jewel Toned in Marina Del Rey

Today we’d like to introduce you to Rachael McCrary.

Rachael, please share your story with us. How did you get to where you are today?
As a lingerie designer for 20 years, I saw a need for women’s intimate apparel. I noticed women often had to choose between comfortable or sexy and I wanted to eliminate the choice between the two. Shapewear makes women feel bad about themselves, is unsightly and is often purchased as a need and not desire. Psychology has changed around foundation garments so much since corsetry, I wanted to put the love back into it. I wanted women to feel great about foundation garments with a fresh perspective. The Jewel Toned products are more aligned with today’s fashion than traditional shapewear. They are comfortable and ok to be seen. For example you can wear a bodysuit with jeans and a layering piece over it and it’s ok if the bodysuit is seen. No bra is needed and it’s comfortable while smoothing curves. We’re pleased to provide women with a better shapewear option.

I started selling The Major Mini Dress® on Instagram. After selling out by word of mouth, I raised money from outside investors to gain partners and funding to expand my product offerings. We now have 40 products within the Jewel Toned and Dear Drew lines.

Has it been a smooth road?
Being an entrepreneur tends to come with challenges. Things ebb and flow. Building a successful company takes hard word, persistence, ability to pivot and a little magic! We can control ourselves and what happens in our own office to an extent but we can never control outside people and circumstances. Sometimes deals fall through at the last minute through for outside reasons. We’ve had projects that were 9 months in fall through, end or evolve into something better. It’s an ever-changing flow and a fun ride. I’ve learned to go with the flow. Each day something catches on fire and we get a huge win!

So let’s switch gears a bit and go into the Jewel Toned story. Tell us more about the business.
Jewel Toned empowers women through multi-functional lingerie, loungewear and shapewear. Every piece is as comfortable as it is cute. We are known for The Major Mini Dress® body con shaper and our collaboration with Drew Barrymore of whimsical, luxurious intimates.

How do you think the industry will change over the next decade?
Over the next decade I see the industry implementing and having fun with experiential retail and ease of customer experience. I see touch screens and shopping with no actual currency and leaving with no actual product. However, the opposite in product I see a return to nature. Jos Berry at Concepts Paris is focusing on nature moving us all so we will collaborate on new trends with natural fibers, eco-friendly luxury and planet-friendly process. As we become more and more technologically savvy, we also crave a need for leaves, trees and feeling grounded. Cellulose-derrived fibers, fabrics and trims will become more important to us. We gravitate toward a natural feel on the skin and comfort as opposed to uncomfortable push-up bras and too tight shapewear. We say hello to garments that hug and move with us.


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