"Stay focused" with Natalie Lerch Sudit
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Having begun her career as a photographer and graphic designer, Natalie Lerch Sudit is utilizing her creative eye to make a statement in the athleisure industry. Always finding herself in a ballet, Pilates, or Barre studio, she realized the desperate need for a hygienic and functional sock that didn’t sacrifice fashion over functionality. As a result, Natalie subsequently designed and patented a very unique mesh-grip sock concept that combined fashion with performance. SHASHI is the perfect accessory in your sock drawer that transitions with you throughout your daily adventure.
www.shashionline.com
Can you tell our readers about your background?
My first passion has always been consumer-driven design. I had the privilege of working on different design aspects for the Oscars and the Miss Universe organizations, among others. I decided to combine my passion for design with my second passion for mind-body exercises - think Pilates, Barre, and Yoga.
As I found myself spending more and more time in these environments, I couldn’t seem to find the right socks – they didn’t fit my foot correctly, they were unattractive and they were not performance-driven. This needed to change! Subsequently, I designed and patented a very unique sock concept that combined fashion with function, and the SHASHI journey began!
What inspired you to start your business?
The idea for a specialized sock was an AHA moment for me. As a studio workout enthusiast, who became certified to have a better understanding of the mechanics of movement, I spent hours in hot, boring, bulky, and frankly, ugly socks.
My husband is a runner, and while I didn’t think his socks were attractive either, at least they had a performance factor!
So the idea for a new sock began to take shape - one that would perform without the need for excessive fabric and one that would be beautiful to wear on the foot. I wanted an ideal accessory to complete any outfit, both in and out of the studio, and make a simple fashion statement.
This concept was a true industry disruptor! Literally, no one had ever made a sock-like this before!
Where is your business based?
Our headquarters are located in Boca Raton, FL.
How did you start your business? What were the first steps you took?
The entire process was very organic.
The first challenge was finding a manufacturer who upheld the values that I wanted to support and were willing to work with me to make the idea an actuality. Unfortunately, there were few manufacturers who wanted to take up the challenge – both here and abroad.
Luckily, through a friend, I was introduced to a family and woman-owned manufacturer. Our values and personalities clicked and the relationship is now stronger than ever. The first hurdle was solved.
Little did I realize, it would take over a year to perfect the product that you see today!
What has been the most effective way of raising awareness for your business?
Word of mouth and customer recommendations!
What have been your biggest challenges and how did you overcome them?
Being an entrepreneur has many components. Knowing your strengths and weaknesses is what makes a good leader. And passion is the secret ingredient. Passion is what will propel you forwards to meet the challenges you will inevitably face on a daily basis.
In hindsight, you can laugh at the mistakes you will make but some mistakes can be costly and have lasting effects. But it is important to note that when things don’t go the way you expect, it is your passion that will continue to move you towards your goals.
How do you stay focused?
It is very easy to become distracted as you wear many different hats each day. I find two things help me stay focused – the first is to document your thoughts and ideas when you have them - you just never know when you will need to add or cross off! And second, I make sure that I have a few minutes to meditate and stretch each day – hopefully, a few times a day. This is SO important to keep a clear and focused head.
How do you differentiate your business from the competition?
At SHASHI, we value quality, innovative design, and customer service.
Our relationships with our customers are very important. And we nurture these relationships through our general outreach, advertising, and social media.
The goal is to not only have the most desirable product on the market but to continue to improve and evolve.
In this vein, SHASHI is a patented product. But even with patents in place, we have had to overcome quite a few copycats. Fortunately, we have been victorious every time and now have several licensing agreements in place.
What has been your most effective marketing strategy to grow your business?
I think the important thing is to know your customers’ wants and needs. Know your audience!
We have a continuous dialogue with our customers via newsletters, social media, tradeshows, and direct messaging.
What's your best piece of advice for aspiring and new entrepreneurs?
Stay focused. The best of us can become preoccupied with unnecessary distractions on a daily basis. Remember why you began what you began and hold on to that spark! It’s that spark that will get you through anything and everything!
What's your favorite app, blog, and book? Why?
Currently, my niece turned me on to How I Built This. Love it!
What's your favorite business tool or resource? Why?
Instagram! This platform allows me to connect with my customers in real-time. I am addicted!
Who is your business role model? Why?
Entrepreneurial women! All the women out there, who work each day both in and out of the home, take care of kids, and basically manage everything! They are my heroes.
How do you balance work and life?
I try but am not always successful at it! It takes a lot of discipline to turn off work for a little bit. Sometimes ideas just keep flowing!
What’s your favorite way to decompress?
Spending time with my family, reading a book, and loving my Great Dane, Mavericks!
What do you have planned for the next six months?
Scale, Scale, Scale! We have some fabulous new styles coming out! We are so excited!
How can our readers connect with you?
Email: nsudit@shashionline.com
Instagram: @shashi_socks