Today we’d like to introduce you to Lanie Edwards.
Lanie, can you briefly walk us through your story – how you started and how you got to where you are today.
After graduating from The George Washington University with a degree in Journalism back in 2017, I decided to move to Los Angeles with hopes of pursuing a career in the media and entertainment industry. I already had a successful YouTube channel that I started in high school and knew I loved creating content and storytelling. Though I had absolutely no plan or job lined up, my sister and my mom already were living in LA so luckily the transition wasn’t as rough for me.
However, finding a job was not as easy as I thought. I ended up landing an interview with BuzzFeed but didn’t get the job, so continued my search for another three months. After endless cover letters, LinkedIn messages, and random side hustles, I finally got a job as a Content Manager at a beauty subscription company. At that job, I got to do everything I loved – creating and managing content, developing the brand’s voice, overseeing all shoots and production, creating graphics, campaigns, copywriting, you name it. Anything content-related, I was on it.
But.. after 2.5 years of working a 9-5, I was completely burnt out. Though I was doing things I love, I wasn’t doing them for myself. I was doing all this work for another brand when I had my own to tend to. I’ve had an entrepreneur mindset my entire life, so I started to realize that working for someone else was no longer working for me. I still had my YouTube channel and my brand, lifeoflanie, but knew I needed another source of income if I wanted to actually leave my job.
That’s when I started my loungewear brand, Cosier. I love fashion, but I also love to be comfortable. You’ll rarely catch me in heels or a dress unless I really wanna pop out, so I wanted to do clothing that I identified with.
Once my brand started gaining momentum with the help of constant promotion and the support of my friends, family, and even coworkers, I finally felt comfortable. Enough to take that leap of faith and leave my 9-5. If you know me, you know I struggle with change and need stability (can you guess my zodiac sign? lol) so it was honestly one of the hardest decisions of my life. But, I learned that I should always bet on myself and being comfortable never leads to growth.
Four months later, despite this awful pandemic, my business has blossomed and I’ve never been happier. I get to create content for my own brand, create my own schedule everyday, explore new opportunities, and take an occasional break and go to the beach anytime I want. I used to feel stuck in an endless cycle, but now I really feel free.
Has it been a smooth road?
It was definitely rocky when I first moved to LA. My biggest struggles started with trying to find a job and ended up turning into how to leave a job and fully pursue my own brand. I constantly questioned myself and stressed about how I was going to pay my rent and how I was going to be successful. I ended up choosing happiness over financial stability, and I don’t regret that at all. It made me more hungry and dedicated to my craft, and now I make more than I did at that 9-5.
We’d love to hear more about your business.
My goal is always to be chic and cozy, so combining my love of painting, fashion, and design, I started customizing loungewear and created my brand, Cosier.
We offer everything from custom matching sets, hoodies, sweatpants, accessories, and more. What sets us apart from others is the fact that every single piece is treated like a piece of art. They are all custom made, unique, and unlike any other loungewear on the market. It’s a combination of bleaching, painting, embellishments, branding, and personal touches that really make us stand out. You know a Cosier piece when you see one.
The best and most satisfying part for me is when my customers receive their packages and love their items. Seeing all of the posts and positive reviews about us put a huge smile on my face. I put a LOT of thought into the branding and effort into each piece, so as a small business owner it makes me feel really proud when that’s recognized and appreciated.
Recently, a YouTuber with millions of followers featured us in her Black Owned Clothing Brands haul video and I received a ton of orders and support from that as well. I would consider that one of my biggest accomplishments so far with my brand because it really boosted our social platforms and sales. (Thank you, @Niki!)
Is our city a good place to do what you do?
Being in LA is crucial for my business because I get all of my supplies in the fashion district. Though it’s a jungle and takes some time to navigate and find your go-to stores, the LA fashion district has literally everything you can think of and need to start a clothing brand.
For those looking to start a clothing brand, I would recommend starting out in LA because of the resources and inspiration here. However, it is super expensive to live here so it can definitely be tough. I would save up as much as you can before making the big move, or find a roommate and thug it out together.
Contact Info:
- Website: https://shopcosier.com
- Email: [email protected]
- Instagram: https://instagram.com/shopcosier
- Facebook: https://facebook.com/shopcosier
Image Credit:
@philandhispictures
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