Today we’d like to introduce you to Karen Rutledge.
Karen, please share your story with us. How did you get to where you are today?
My love for vintage clothing began when I was a teenager, raiding my parents’ closet and hitting up the Salvation Army for that perfect slouchy sweater or unique vintage jewelry. Fast forward several years. I was raising a family and selling a variety of vintage clothing and home decor items online as a hobby.
I would pay for the family’s Christmas gifts and our yearly property tax bills by hunting at garage sales on the weekends and selling my found treasures. I knew I was onto something when I acquired a pair of old deadstock (new vintage) Levi’s for my husband Steve. They weren’t his size so I decided to sell them instead. I did some research and found out they were from the early 1950’s. I had no idea that vintage denim was so desirable and excitedly told Steve that I expected to get $800 for the pair. Imagine my surprise when, after a week of frenzied bidding, those jeans sold for $2,700!
That was the moment I realized there was money to be made in vintage clothing. I still dream of finding an undiscovered stash of early vintage Levi’s. I opened Jenny and Pearl on Etsy in 2010 and about five years ago decided to take the leap from hobby to selling full-time. I applied for a business license, quit my day job and have never looked back.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Owning a business is rewarding and demanding. I’ve always been entrepreneurial but never thought I had what it takes to be a business owner. Technology is constantly changing and it can be a challenge to keep up. But the benefit is that it keeps me young and sharpens my skills. My self-confidence has grown and I’ve learned to adapt as selling platforms and expectations for on-line businesses change. One of my biggest challenges operating Jenny and Pearl online is the isolation. I’m an extrovert so I miss the daily interaction with co-workers. I’ve learned to carve out time in my week to meet with friends and family to recharge my batteries.
Another early struggle was finding the niche for Jenny and Pearl and narrowing my focus. I initially sold on several platforms – new and vintage items, anything I thought I could flip for a profit. I hated storing and shipping large and fragile items so I decided to focus on clothing and accessories. This helped me narrow my search when sourcing and made shipping much easier. Plus, I love buying and wearing vintage clothing. I can shop my stash whenever I want.
I also decided to focus my attention on Etsy as I feel this was where my ideal customer shops. As the business grew, I found myself spending more time shipping orders and less time listing so last year my husband Steve took over the Jenny and Pearl shipping department. This allows me to focus on what I do best, buying and listing. He carefully packages every item for our customers and includes a handwritten note of thanks.
Last year we opened a second Etsy shop, Jenny and Pearl Home. I just can’t resist all the beautiful vintage finds I discover in my travels and decided it was time to expand. It’s a challenge growing a second store while maintaining our original Jenny and Pearl shop, but I can’t wait to list the loads of beautiful treasures we’ve found and watch another shop grow.
Jenny and Pearl – what should we know? What do you do best? What sets you apart from the competition?
At Jenny and Pearl we sell vintage clothing and accessories, focusing on the 1960’s through the 1990’s (yes, the 90’s are now considered vintage). Our clients are fashion-forward men and women who want quality vintage clothing or that one-of-a-kind piece to add individuality to their wardrobes. We also serve quite a few designers and wardrobe departments in need of a perfect period piece.
We are known for our fun, casual fashion with over 2,000 items in our shop and new listings weekly. We are proud of our great customer service (over 1,400 five-star reviews!) and quick shipping. We recently passed our 5,000 order mark and expect to hit 6,000 before the end of the year. It’s so much fun seeing our orders ship around the world – over 43 countries so far. One of the things that sets us apart is that Jenny and Pearl is a family affair. I’m the only full-time employee but my husband, my sister, my mom and my kids have all pitched in – washing clothes, listing, modeling, taking photographs and helping whenever needed. I truly couldn’t do it without their constant support and encouragement.
What moment in your career do you look back most fondly on?
The proudest moment of my career has to be the day I quit my day job. I kept setting sales goals as a target for when I would quit but every time I met a goal, I would move the marker a bit further. Even though it was only a part-time job, it provided a sense of security. The thought of supporting our family with the income from Jenny and Pearl alone was scary, to say the least. I finally hit another yet another sales target and gave my notice. The day I walked out of that job for the last time was both exhilarating and terrifying.
I have to remind myself often to celebrate the milestones along the way because it’s easy, as a small business owner, to downplay the successes and focus on the challenges. Another passion of mine is mentoring and encouraging other women and I’m exploring ways to help female entrepreneurs launch their own business or provide a bit of extra income for their families. I’m excited to see what the future brings for Jenny and Pearl and grateful for the opportunities I’ve been given.
Pricing:
- VoyageLA readers can get 20% off Jenny and Pearl orders with coupon code VOYAGELA
- All orders ship for free in both Jenny and Pearl shops
Contact Info:
- Website: https://www.etsy.com/shop/JennyandPearl
- Email: [email protected]
- Instagram: https://www.instagram.com/jennyandpearl
- Facebook: https://www.facebook.com/JennyandPearl
- Other: https://www.etsy.com/shop/JennyandPearlHome
Image Credit:
Jenny and Pearl
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