posey
scrunchie superstar
Lifelong creative Renee picked up her sewing machine in 2018 and hasn’t put it down since. Thousands and thousands of scrunchies later, this is Posey.
Renee has always had a creative project going on. “That’s looked very different in different seasons of my life. Hodgepodging boy bands on my wall in middle school, planning my wedding or building a loft with my dad in my apartment.”
Her job in Nashville, TN managing music artists was the fast-paced life that she craved. Consistently surrounded by creative energy and authentic talent, she rode the highs of long hours and bouncing ideas off of other creators. That’s why uprooting her life to Southern Pines, North Carolina following her husband’s military assignment was such an adjustment for her creative spirit.
“I hadn’t sewn in 10 years.”
Renee was eager to start a new project following her small town move.
She was washing her face and looking for a scrunchie to pull her hair back one night. She thought, “I could make one of these.”
After pulling out a sewing machine and some fabric, she experienced instant gratification from making something again.
how to build a brand
Already experienced in managing artists and building a brand presence, Renee was excited to put her undergraduate marketing degree to the test. The look and feel of the brand, the brand name and the brand personality would not be an afterthought.
first is the best
Posey was the first brand name Renee ever thought of. It might not have a formal definition, but it still has meaning to posey lovers everywhere.
It felt neutral, slightly feminine and whimsical.
It also checks some boxes when it comes to brand name best practices: easy to read, easy to pronounce, distinctive and catchy.
She spent 1 year perfecting her product, learning about sourcing fabrics and finalizing her brand identity. Posey was born in fall of 2019, and with the full support of Renee’s husband, family and friends, the brand has taken off beyond her wildest expectations.
let’s talk about hair health
Renee’s product development led her to more intentional decision making about fabric selection to diminish hair breakage and loss. If you’ve ever pulled a clump of hair out of your head wrestling a hair elastic out of your high pony, you know what I mean.
With this newfound knowledge, Renee’s business idea quickly evolved beyond hair accessories. It led her to develop relationships with warehouses in New York City where she traveled in person bi-annually to touch and feel each fabric. It led her to collaborate with hair salons who preach the importance of protecting your hair and restoring fullness. Having a layer of fabric between your hair and elastic became more than a cute fashion statement- it’s simple hair care.
“I’ve had customers who have noticed less hair loss”
She’s learned that silk fabrications are good for sleeping, and that woven and blended knits are best for everyday wear.
the active collection
Go for a run? In a scrunchie? For any skeptics out there, prepare to be amazed. Born out of Renee’s itch to keep busy and moving during the isolating months of covid, Posey’s active scrunchies will stay put during any workout. P.S. it’s washable.
“I love getting to test out my own product and work out in it and make sure it’s something that I’m confident in selling.”
#shopsmall
Renee expected to thrive as a business owner and brand owner- she craves chaos. As if her recent move to Austin, TX and mad holiday rush at Posey wasn’t enough going on, she’s also studying to get her real estate license.
What was more unexpected was the sense of community she’s found in Posey- among Austin businesses, wholesalers, partners, vendors and customers alike.
It was tough at first when the pandemic started and she couldn’t make her regular trips to the east coast to source fabrics. Some of her vendors were forced to close, and some, no pun intended, were hanging on by threads. Although “warehouse” has a large, corporate-owned connotation, many of Renee’s contacts were family-owned and operated. “It now means more than ever to order fabric from them and contribute a small piece to keep them going.”
“It’s so fun to buy fabrics that I know my customers want and will love and mix it with my personal vision for the brand.”
What else does Renee look forward to? Launch days.
Before a big collection launch, she’s sewing 8 hours a day. All by herself.
It’s worth it in the end though, when she can kick her feet up and watch the social media buzz and climbing website visits.
“It’s the most fun game to pick fabrics and see (through sales or social media excitement) when my vision and my customers’ desires align, making for a best-selling product.”