Jamie means it when she says “We’ve Got You Covered”! Born out of the desire to leave a depressed tiny apartment and get outside with her 3 small children, Jamie solved a problem for herself. Little did she know that her solution would resonate with many nursing Moms. Today, this hi energy Mom of 4 runs CoveredGoods.com with class and style. Listen in as Jamie and JD talk shop. Enjoy!

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Jamie: I just have to forgive myself when I fall short in some areas and try again tomorrow.

Announcer: The biggest names in eCommerce share tricks of the trade, from tools and software, to strategies and growth hacks. Learn from the best and take your business to the next level.

JD: What are the actual tactical things that you’re doing to attract people?

Announcer: Now, your host, JD Crouse.

JD: Hello, and welcome back to eCommerce in the Trenches. This is JD Crouse. I’m excited to be back with you and I’m excited to have Jamie Yetter from CoveredGoods.com with us. Jamie, are you there?

Jamie: I’m here. Thanks for having me.

JD: Absolutely. Jamie, where are you calling in from?

Jamie: San Clemente, California.

JD: Fantastic. We are in Texas. We’re in South Central, Texas and our kids have been laughing because we just moved down here from Colorado about five months ago and they canceled school yesterday in anticipation that it was going to be really nasty today. It was 54 degrees yesterday when they canceled school in anticipation of this bad weather and we have had just a couple little snow flurries and it’s maybe like 23 degrees, but the roads are fine and everything, so it’s kind of funny. There were seven rollovers on the highway in Colorado yesterday and they did have a two-hour delay in Colorado, but all of our kid’s friends in school are kind of chuckling that the kids have the day off. San Clemente, I bet it’s a lot warmer there than it is here.

Jamie: You know, we’re spoiled here. I have nothing to complain about. I mean, my son has been saying, “Mom, it’s so soggy outside.” He calls it soggy, but really, it’s like super foggy. It’s just I feel like we’re in a cloud, but really, I mean, I’m sitting here in a short-sleeved shirt, so I don’t have much to complain about.

JD: Nice. Good for you. Well, hey, let’s just jump right in. CoveredGoods.com, tell us a little bit about how you got started and what your company is and what you do. What products you sell.

Jamie: Yeah, so Covered Goods is actually a multi-use nursing cover for breastfeeding moms. It functions in four different ways. You can wear it as a nursing cover that covers you 360 degrees, so while you’re breastfeeding your baby, you’re covered anywhere, anytime, and you can also use it on your car seat as a car seat cover, the shopping cart as a shopping cart cover, and then when you’re not using it in those three ways, as a scarf. It’s been an amazing adventure. I think my most favorite part about running this business is hearing from moms, like me, that have really benefited from the product.
Back in 2012, my third daughter was born. We lived in a small, two bedroom apartment in South Pasadena, California and my husband at the time was working in LA. I was so depressed. I [inaudible 00:03:22] like filter this out, oh, I was super depressed because I just had my third baby and my other two were three and five. Living in a small bedroom, like two-bedroom apartment in the city, I was not getting out of the house. I would feed the baby, burp her, change her, put her in her car seat, get the kids ready, and by the time we went somewhere, the baby needed to be fed again. It was so overwhelming that honestly, I stopped leaving the house because I was so overwhelmed and every time I needed to feed the baby, the other two are running ragged and it just stressed me out.

JD: Right.

Jamie: I literally sat at home and I just got so depressed. One day, I was like, do you know what? No more. I am not sitting in this house a second longer. I’m going to figure out how to get out of this house and I’m going to do it and it’s going to be fine. I literally ran to the closet because at the time, I had made the girls and I church skirts. I made our own clothing. I grabbed some fabric and I made myself kind of like a poncho that covered me all the way around because I though, do you know what? If I have to feed this baby somewhere, I’m not going to stress out, I’m going to be able to feed her and I’m going to figure out how to stay covered.

JD: Right.

Jamie: I made myself really the prototype of Covered Goods and that next day, I was feeling super confident. I drug the kids to Disneyland.

JD: Oh, wow. Nice.

Jamie: Right? Like, I was like really excited about this. The first time I had to sit down, because I fed her in the car before we took the tram into the park, and the first time I had to feed her, I sat the two girls down, they were three and five, on the bench. I give them snacks and I sat down myself, covered up, started feeding the baby, and lo and behold, every mom’s nightmare happens. My three-year-old jumps up off the bench and just takes off into the park.

JD: Oh, no.

Jamie: I about died, so I stood up with my cover on and holding the baby nursing. I grabbed my five-year-old, ran after my three-year-old, grabbed her, turned around to grab [inaudible 00:05:38], walked back to the bench, sat down, and just had this huge sigh of relief. Oh, my gosh, I did it. I stayed covered, I didn’t flash anyone. The baby …

JD: Right.

Jamie: [crosstalk 00:05:49] eating, the girls are just fine. I got this. I just like all of a sudden felt so much confidence and so much, like, I got this mom thing. You know? Like, almost instantly, I’m not exaggerating, two moms pushing strollers walked up to me and says, “What is that? We need one.”

JD: Wow.

Jamie: After talking with them and giving them my phone number, I told them I’d sew them up one. I realized that, you know what? Other moms need this, too, so honestly, within like a week, I was walking the streets of LA with three kids in tow to find fabric manufacturers, someone to help me figure out how to make all this happen. I literally found fabric, started sewing them in our house, made a website and just started going for it, and have learned so much along the way. Thinking back, oh my gosh, that was almost six years ago. Lots has happened. I’ve learned so much and Covered Goods has grown. Like I said before, it’s been an amazing journey knowing that, you know, this inspiration that was given to me has helped other moms in the same position that I was in at one time. It’s been amazing. It really has. It’s been great.

JD: That’s fantastic. One of the things I love about your story is, I think all great products and services are born out of frustration or born out of a pain and that was real for you. I mean, you were bummed out. You had the baby blues and you had this problem. You couldn’t get out and enjoy the sunshine, enjoy life, right, because you were afraid of not being covered up and out there with a hungry baby. What do I do? Right?

Jamie: Right, and I know lots of moms don’t have that fear and are able to breastfeed in public, no big deal. I wasn’t one of those moms, but I applaud the ones that can, so yes, that definitely gave me the freedom that I was so desperately craving.

JD: Yeah.

Jamie: Shortly after, I found, like oh, when I’m not using it as a nursing cover, it fits over the car seat while the baby’s sleeping or I can wear it as a scarf and then, as the baby got older, baby Alice started chewing on the nasty carts at the store. I just threw the cover over that, you know? It just organically grew into a multi-use product that had lots of other uses and lots of our moms on Instagram and Facebook tag us in photos all the time that they use the cover in different ways as well. It really has just been one of those things that have blessed the life of many, not just myself. Yeah.

JD: Very cool. Well, I can tell you, my wife, Amy, she is very modest and we live in Colorado. She grew up there and I’ve lived there 20 years before we moved to Texas. There are some a little bit more free-spirited people in Colorado and it’s a little bit shocking when are out in public at a festival or a race or something and there’s moms that don’t care whether or not they’re covered up, so I can tell you from my wife’s perspective, that your product is, if we were having babies again, it would be something that she would absolutely want, that’s for sure.

Jamie: Well, thank you.

JD: Yeah. Well, how are you attracting customers today. We talked a little bit before we pressed record and you shared some things that I thought was very insightful about trying different things, but what did you do in the beginning? What are some of the things that you are doing now that works to attract customers?

Jamie: Yeah, so in the very beginning, it was really just word of mouth and friends of friends and then they would share it on Facebook and so forth. We had a lot of just organic traffic that was amazing and still is really. I have been, you know, started reaching out to influencers, whether they be bloggers or YouTubers or just influencers and we would email them and say, “Hey, we know you’re having a baby. We’d love to send you a Covered Goods to try.”

JD: Mm-hmm (affirmative).

Jamie: “Let us know what you think. If you love it, please share with your followers,” you know? In the very beginning, reaching out to these high-profile influencers was hard because I was new. No one really knew about us, we didn’t have a following, so it was a little discouraging because not many people got back to us, but as soon as we started getting more people interested and sort of growing a following, we had almost changed roles. Like, they started approaching us, asking us, “Can we review your product?” At first, it was a lot of hard work and then some of these influencers started coming to us, which has been so amazing.
It also attracted a lot of people to our website because they would read reviews and see our products on Instagram or Facebook or in pictures on the blog and they would come and click to our website. That was amazing. We also started offering, like a referral program, to these influencers. If they loved our product and wanted to share it, we would give them like a kickback as an incentive to anyone that purchased through them, but yeah, we’ve tried lots of different things.
We’ve tried like paid advertising. We’ve gone to different trade shows. We’ve gone to different little events. We’ve tried different apps on the website asking customers to share their purchase for a percentage off. We started doing email marketing, offering different coupons in different places. Oh, my goodness, I feel like we’ve tried so many things and a lot of them work, a lot of them only work for a short amount of time. Some of them don’t work at all, you know, [crosstalk 00:12:32] …

JD: I know.

Jamie: … you know, like I’m constantly trying to evolve and change in what we’re trying to do as far as marketing and attracting new customers and just kind of getting our brand out there. To be honest, half the time I feel like I don’t know what I’m doing. It’s just like trying new things and constantly evolving because, you know, even on social media itself, the algorithms are constantly changing and some things work, some things don’t. We’re just trying to try new things, so I don’t know really if anyone has it completely figured out. If they say they do, they might be lying or at least that’s what I tell myself.

JD: Right, right, but it’s so true. Right? I was telling somebody the other day that if [you’re 00:13:21] want to be an eCommerce business owner, an eCommerce entrepreneur, that one of the things that you’ve got to be okay with is being wrong.

Jamie: Mm-hmm (affirmative).

JD: If you’re wired where you’re very type A, very analytical, very systems oriented and everything has to work just thus and so, A, you’re probably not going to try anything new, which is a recipe for disaster, and B, when 70% of the stuff that you try really doesn’t work very good after a while, you’re just going to get sick and tired and fold your tent and go home.

Jamie: [inaudible 00:14:02].

JD: I know that Amy and I have felt that way at times. It’s like, oh my gosh, why can’t the easy button, you know, the way that things worked for so long, why can’t it continue to work that way? It’s just not the world that we live in. Is it?

Jamie: No. It really isn’t. That saying throwing spaghetti up on the wall, like, if it sticks, you like hit that super hard and stay with that, but eventually it falls. I feel like it’s just constantly trying new things and as soon as it stops working, you turn around and try something else. You know?

JD: Right.

Jamie: Not really giving up, but it can be super discouraging at times. Extremely discouraging, so just trying to constantly research and reach out to other business owners and say, “Hey, what have you found that has worked for you?” Just knowing that there’s always something else. You know?

JD: Fantastic. What are you doing now? What seems to be driving new people to your site as good as anything that you’re doing?

Jamie: Oh, my gosh. I think right at this moment I’m probably at one of those times where I’m turning around because the spaghetti just fell. I kind of feel like we are definitely doing some more paid ads through social media because algorithms once again just changed and so we’re doing some more paid ads. We are always doing email marketing. I feel like something that has been always consistent is email.

JD: Right.

Jamie: There’s been times where I tested it and tested it again and compared so many different things, but when you have customers that sign up for your newsletter, sign up for your discounts, they’re the ones that are going to re-purchase. Email has always been a tried and true way to bring customers back.

JD: Right. You mentioned paid traffic, are you spending money across some different platforms or are you heavy Facebook, heavy Instagram? Could you share a little bit about how you’re investing your paid advertising dollars right now?

Jamie: Right now, we’re doing mostly through Facebook and Instagram. We’ve done a lot of paid through Google or like the pay per clicks and keywords and I personally didn’t see as high of a return through that as I did through the paid social media.

JD: Mm-hmm (affirmative), mm-hmm (affirmative).

Jamie: [inaudible 00:16:38] been focusing a little bit more on the paid social media marketing.

JD: Mm-hmm (affirmative). Do you run the ads yourself or do you have some help?

Jamie: You know, I have help. I feel like that’s one huge lesson I learned the hard way was to try to do everything myself. For a while there, it’s like I was able to keep up and then I just burn out.

JD: Yeah.

Jamie: Knowing when you’re not the best at something or knowing when to ask for help, I feel like has been a lesson learned for me as a business owner because I can’t do it all and I’m definitely not the best at every single thing that needs to be done and so, know where my strengths are and to know where to hand off to a team member has been hard.

JD: Right.

Jamie: At the same time, super rewarding. That’s been, I mean, something that still to this day is trying because I tell myself, “Well, I could do this and if I don’t know how to do it, I’m going to find out how to do it.” That’s just my personality, so from the moment I started the website until now, I’ve learned so many different things. I started writing code on the website, which I didn’t go to college for that. I didn’t know how to do that, but I mean, it’s just one YouTube video away. That takes how many hours to learn how to do something when you could have just hired that out. Anyways, I’ve definitely learned some huge lessons there, but as far as the social media marketing, I have hired that out because it’s not one of my strengths.

JD: Yeah, yeah. Well, and like you said, Facebook just updated, did a major algorithm change and there’s people that do just Facebook marketing. Matter of fact, you might enjoy it, Faheem Siddiqi from Social Within, I interviewed him now a couple times and his podcast, my cover station with him was so insightful to me because, I mean, he works really long days and all he does is watches Facebook performance for his clients. He doesn’t have a ton of clients. He’s very boutique, very focused, you know, very high service, but I mean, he does it full time, just Facebook and it’s gotten to where that’s the game that we’re in. Right? Such specialization. There’s so much to know and I think he would tell you that he doesn’t know everything that there is to know about Facebook and its testing and pivoting. What you said earlier, just like throw a bunch of spaghetti at the wall and eventually something going to stick. Right?

Jamie: Yes. Then at the same time it sticks, but not forever because everything’s constantly changing. It’s frustrating, but to accept that has helped.

JD: Good. You mentioned email marketing. After you get the attention of a prospect and you get them to opt in, are you finding that you’re able to actually, the conversion mechanism to get them to come back to the site and buy, is through email, through your newsletter, or are you using … I’m assuming that you’re probably doing some remarketing to get people back to the site if they looked a specific design of your products?

Jamie: Yes.

JD: What would you say would be the top couple channels or initiatives that you use to get somebody to actually convert and purchase?

Jamie: Okay, so we do re-market through Pinterest, Facebook, and Instagram.

JD: Okay.

Jamie: There’s pixels placed on our website, so it kind of like leaves an imprint. When someone … I didn’t even know this existed before I started my business by the way.

JD: Right, right.

Jamie: Magic, how do they know to send ad? [inaudible 00:20:47] someone shops at the website, it almost leaves like an imprint, so whenever they go somewhere else, they’ll be able to see our ad and kind of remarketing to them, but then at the same time, if they do sign up for our newsletter, I always find it so fun that we offer, I don’t know, like a monthly newsletter just for information for parents. You know, whether it …

JD: Mm-hmm (affirmative).

Jamie: … hey, how’s your New Year’s resolutions going? In January, that was our newsletter.

JD: Right.

Jamie: [crosstalk 00:21:19] tips on how to keep your resolution and we’ve done a lot of research through different blogs and even just studies done, like what could help. We’re always offering just random information that I know that I would appreciate, but we’re also constantly updating our social media channels and hope that people that are interested are going to be following along. We try to keep them engaged through, I don’t know, customer stories and just random information.

JD: Mm-hmm (affirmative).

Jamie: That’s been probably the … Even creating a feel to our brand and letting our customers and followers know that we’re not just a business. There’s families behind this business. You know?

JD: That’s right.

Jamie: Often, I have eight employees, so knowing that I’m creating content and just making them feel a part of us, I think, has really helped.

JD: Absolutely. One of the things that I love, I’ve watched your videos and I love the blooper video by the way. The outtakes are so fun because …I hope it’s okay. I’m going to ask people to go to CoveredGoods.com and click on the videos. You have tutorials and one of those is a blooper, kind of outtake. It’s so fun, but one of the things that I love, as you sign off your videos, you say, “We’ve got you covered.” Have you used that tagline from the very beginning or is that something that you came up with later on? Tell me about how that came about?

Jamie: I would always kind of say it in our Instagram posts and I don’t know. I wanted people to know that I was here and I think one of my most favorite things is interacting with people on our Instagram and social media channels. I think it just really personalizes the brand, but yes, we’ve used that. Yeah.

JD: Yeah, it’s so good, so good. Now that you’re no longer nursing, do you find it’s … How is that different for you? I mean, obviously, you’ve got four kids, so you’ve been there, done that, but are you still able to relate to all the first-time moms and people that are discovering Covered Goods for the first time? I guess it never … Does it ever get old talking to people about your product and how it’s helped their lives? I’m sure that it doesn’t.

Jamie: No. Absolutely not. I think that’s what keeps my passion and my attention here. I’ve talked to so many new entrepreneurs and people wanting to pick my brain about their upcoming ventures and I just express to them how important it is to be passionate about what you’re doing. I have four children, I’m a single mom of four actually, but all four of them I breastfed for two years, up to two years, and it’s just one of my passions. You know? I feel very blessed to be able to have this community of moms and lots of them actually, believe it or not, kind of don’t breastfeed or maybe they only do for a few months, but since the product is multi-use, they use it in different ways. It’s like it was yesterday, my baby’s turning four, but this isn’t something I’ve just forgotten. You know, the [crosstalk 00:25:03] …

JD: Right.

Jamie: … will get laughs about what they’re going through or what I have gone through, what I go through now. We even have a Sunday funnies that we share every Sunday. It’s always fun to just throw things in there, you know, real life. You just have to laugh at it sometimes.

JD: Right, right, right.

Jamie: It never gets old. Never.

JD: Right, which is probably weird for you to be talking to a dude because some of these stories, these funnies, are really kind of inside things. Right? For moms who breastfeed. I’m sure there’s just certain things that only a mother could know or understand.

Jamie: Yes and no. You’re there with your wife. You, I’m sure, laugh about the same things.

JD: Yeah, we do. Yeah. Yeah.

Jamie: Maybe someone’s that’s not a dad might not get it so much, but …

JD: Exactly, exactly.

Jamie: … yes.

JD: One of the things that just popped in my head because we have actually experienced it and had to deal with it, you’ve put a lot of effort into developing your brand and I think that your branding is fantastic and your messaging about the four in one nursing covers and how you [view 00:26:18] the icons that you have for that. Then, how easily you communicate that. Right? Very, very quickly on the home page. You’ve put a lot of thought, obviously, you’re passionate about your product. What has competition been like since 2012, since you launched your business? Have you had to deal with lower priced, maybe inferior made products coming at your market?

Jamie: Yes. That has been one of the biggest heartbreaks of running my business. This is something I tell every entrepreneur. From your very first sale, you only have one year to patent your product. One year. Looking back, do I wish I would have done it? Maybe. Patents can be upwards of $20,000, which I didn’t even make my first year. We have had copycats. We have had people copy our website word for word, so it’s been quite a learning experience and we’ve … I say we’ve. I have paid a lot of money on lawyers, even just for copyright. We are trademarked, we are the original of our kind and, like I said, it has been one of those really hard things to see something you’ve worked so hard for just be completely duplicated.

JD: Right.

Jamie: Then, like you said, in a way that is … I don’t even know how to say it nicely, but for people to not only copy, but then do a really bad job at copying and then undercut you. One thing that keeps me going is knowing that what I put out there is 100% quality. It’s something that I used myself for four years, and so I’ve really been able to zone in on exactly what the fabric content needed to be, even down to the stitches. You know what I mean?

JD: Right.

Jamie: I tried really hard to put a super high-quality product out there and people notice, people notice.

JD: Right.

Jamie: We get emails all the time saying, “Oh, my gosh. I bought your competitor and wish I wouldn’t have because of X, Y, and Z, and now I have your product and it’s worlds better.” Emails like this and even having retailers come to us and let us know that they see the quality in our product, has been something super fulfilling. Even though people can copy and duplicate, if your passion is there, it really can’t be completely duplicated.

JD: Well, and your story can’t be duplicated. Right? I mean, you didn’t make your story up, you lived it. It’s your story and your story is a part of Covered Goods story. You’re the reason that Covered Goods exists, so people see through that right away. We’re in an interesting time in eCommerce’s history. On the one hand, there’s a segment of the population that is looking for the cheapest in price and they don’t really care about the quality. Then, on the other hand, and I will give credit to the millennials, I think that they’re the opposite end of the spectrum for the ones that I know or the ones that get written about, I guess. They like high quality and they want the more curated products that have a story behind them.
Sometimes, when there’s a new, innovative angle on a product, like you have, it’s just a matter of time before the knockoffs come try to gobble up their little sliver of the market. Then, sometimes just waiting it out and toughing it out until they all go on to their next thing, you know, before you really solidify things. I don’t know what stage of that continuum that you are in. Do you have a feel for it? Do you feel like you’ve kind of fought the majority of the battles? I mean, I’m sure you hope that you have already fought all of them, but …

Jamie: No, it [inaudible 00:31:02] anything, it really has kept me on my toes. It keeps me coming up with new patterns. It keeps me striving to seek out better and new fabrics. You know what I mean?

JD: Right.

Jamie: If anything, it really keeps me on my toes. One thing that we can say is we do manufacture in the US. We keep our jobs here and I’m proud of that. I really am, so if we have to charge a few more dollars for that, we still have that made in the USA vibe and I think people really have come to appreciate that. I’m able to oversee production and make sure everything that leaves from Covered Goods is 100% awesome quality that I wouldn’t put anything out there but. You know?

JD: Absolutely. Absolutely. How do you do it all? You’re a mother of four, you’ve got this business, you’ve got employees to manage. How do you keep it all together?

Jamie: I get asked this question all the time. One day at a time. I try to say super focused and organized. I am a single mom. When my littles are with their dad, I make sure I am working my hiney off, so when I have them, I can be present with them and really enjoy them, but then, at the same time, they see me working, too, which I don’t think that’s all too bad. It’s something I think we all struggle with. Right? Just trying to keep a good schedule and balance everything. I noticed that when I dive into work too much, something else suffers and when I dive into something else too much, other things suffer. I just try to be present and aware of what needs attention at the most time. You know what I mean?

JD: Right.

Jamie: I think everyone’s goal is to keep balanced. Right? When you are out of balance, you just try really hard to get back into balance, but it’s hard. I’m not going to lie. It’s really hard and if I wasn’t passionate about what I do, there’s no way I could do it.

JD: Right.

Jamie: One day at a time and I think if anything, I just have to forgive myself when I fall short in some areas and try again tomorrow. You know?

JD: That’s so good. That’s really good. I’m actually making a note of that. You’ve got to forgive yourself because if you’re an entrepreneur, there’s some things that come at you. The website breaks, something’s not getting shipped to the appropriate place or there’s an irate customer and it gets escalated to you. I grew up on a ranch and so I always say to my wife like, whenever you plan a trip if you’re on a ranch, the cattle are going to get out, the windmill’s going to stop working, and they’re going to run out of water. There’s going to be a sick animal. I mean, just go. You can make a list. Something bad is going to happen when you … It’s the one week out of the year or two years that you have actually planned something and so either you’re wired or you grow up learning how to roll with the punches and deal with things like that or you’re not. Right? I mean, entrepreneurship is tough. It’s not for everybody, thank goodness.

Jamie: No, and I think anyone could do it. If the passion was there and you learn to just keep changing and evolving, anyone could do it. I mean, I didn’t go to school for business. I actually am a cosmetologist by trade, so …

JD: Okay.

Jamie: … owning this business has been a huge blessing, but I really, honestly, truly believe anyone could do it if the passion and drive was there. Like you said, there are fires that you have to put out and keep going. Some days, it’s so discouraging. Like you said, you can have a fulfillment issues, customers can be upset. Maybe something at the factory went wrong. I can’t even tell you how many times this has happened and when you have a little one puking in the bedroom or you [inaudible 00:35:27] mom, the dog pooped in the living room. [inaudible 00:35:33] like there is constant chaos every day, but learning how to just breathe through it and okay, this is a problem. We’re going to figure it out and get past it and tomorrow’s a new day. Sometimes I suck at it so bad and [crosstalk 00:35:50] I’m like, I killed it. It was just, you know, I don’t know. Like you said, you just have to keep going, forgive yourself, tomorrow’s a new day, and keep going.

JD: Yeah, I love it. I love it. Well, I have to ask you about wholesale because I’m very curious. It looks like you have a lot of wholesale accounts and we’re just about to the end of our time, but has that been a rewarding, fulfilling, good channel for you and your business? Tell me a little bit about that.

Jamie: Oh, my goodness. We started out … I always say we because I do have a team.

JD: Sure. Yeah, yeah, yeah.

Jamie: As the sole owner of Covered Goods and, oh my goodness, Covered Goods started out just straight to consumer and rocked it. It was amazing and then wholesale came next. A lot of businesses are actually opposite, but opening the wholesale channel and we just put an application on the website and said if you’re interested, contact us. We had a lot of mom-and-pop and boutique and just brick and mortar stores that have been so cool to have part of the family. Even just to be able to meet them at trade shows and go into the stores and see the product hanging there, I can’t even tell you how cool that is, but then just recently, I hired on another employee and he’s been fantastic to work with because, you know, when you get into big box, it is a whole another beast. It’s just …

JD: Right.

Jamie: … a beast. There’s just new ordering systems and software that you need and then your fulfillment center has to be capable of all of these things, but just last year, we were picked up by Nordstrom and Buy Buy Baby.

JD: Nice.

Jamie: It’s been really cool, but at the same time, a lot of information and a lot of different processes and how that all works. Has it been rewarding? Yes. At the same time, no.

JD: Well, dig into that because we’ve got EDI and compliance and invoicing and actually getting paid, which is a whole another monster. Just pull the lid off just a little bit of it.

Jamie: You named a few and then you have chargebacks and what if your fulfillment center puts the sticker on wrong? You have another chargeback. Making sure that all the systems are in place to make it profitable is a challenge.

JD: Mm-hmm (affirmative).

Jamie: Then, also, as soon as you open up all these new, different avenues to sell, you’re competing with your direct to consumer.

JD: Yeah.

Jamie: Obviously, I make more money direct to consumer than I do wholesale because they’re cutting your profits basically in half or more.

JD: Mm-hmm (affirmative).

Jamie: We started with the wholesale venue where it also opened up an Amazon store and woo, it’s been quite a ride and everything comes with its challenges. I have learned that, too, about the business. It’s like so many great things, but on the opposite hand, there’s challenges for everything.

JD: Right.

Jamie: Making sure you’re aware of the benefits and the negatives, and weighing that out to make sure it’s beneficial. I’m constantly reviewing almost every month each avenue of income and if it’s not beneficial, we pull it. Oh, yes, everything comes with its challenges, for sure.

JD: Have you found that financing your wholesale channel, that to be one of the biggest challenges or, like …? I’ll just tell you from my experience and we tested a couple big box relationships and actually sold into them, six figures into one in particular, but it is a whole different mindset and approach and different skillset. It’s almost like, even though you’re selling the same product, for me, for us, it was like it’s a completely different business.

Jamie: Mm-hmm (affirmative).

JD: Do you feel that way, like …?

Jamie: Absolutely, and like I said before, you come to so many crossroads in a journey that you realize this isn’t my area of expertise.

JD: Yeah, yeah.

Jamie: I actually did hire someone on our team and I have a very small team of eight people, but he actually just takes care of most of that because even with the wholesale, you have contracts that are hundreds of pages long. It’s like …

JD: Yeah.

Jamie: … insane. It’s [crosstalk 00:40:51].

JD: Yeah.

Jamie: It is a whole new beast for sure. Just as is marketing and different avenues of selling. It really is a completely new beast within the beast.

JD: Yeah, but it’s good. Right? You get your brand out there, you’re moving product, you have other people telling your story, and you get to be in really cool stores that are serving moms. You get to be of service to more moms and they get to enjoy the wonderful benefits of Covered Goods. At the end, I think the consumer wins. It’s just dealing with all of the aforementioned lovely challenges. Right?

Jamie: Yes, but all in all it really has been such a blessing, I can’t complain. I mean, I am able to provide for my four beautiful kids and then, you know, that family that I do have on the team. It’s a huge blessing, but then at the same time, like I said, everything has its balance. It’s a bit stressful, but you know, it is what it is.

JD: That’s right.

Jamie: Focus on the good and know that …

JD: That’s right.

Jamie: … the bumps are coming and won’t stop.

JD: Right. If somebody wants to connect with you or learn more about Covered Goods, where should they go?

Jamie: Oh, I would love email, direct message on our social, yeah. Email or social for sure.

JD: Okay, all right. CoveredGoods.com is the website. You have a very active following on Instagram and a lot of cool things there and also on Facebook and Pinterest. Can you talk about something, is there something in the future that …? Like, what are you excited about in the future that you’re working on?

Jamie: Oh, I’m for sure going to be adding to the line, so I have some ideas and I can’t really say out loud, but we’re excited for what Covered Goods is to come for sure.

JD: Awesome. Awesome. Cool. Well, Jamie, thanks so much for sharing your story and your journey, what’s working now, and your angle and your advice on how to do eCommerce, how to run a business. Best wishes for continued success to you in raising those kiddos. That’s the most important thing in all of this that we do. I’ll look forward to meeting you in person soon and just thanks for spending time with us.

Jamie: Thanks so much for having me.

JD: You bet. All right. Talk soon.

Jamie: Sounds great. Bye.

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