"Make sure your business has a focus to solve a problem" with Carrie Charlick
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Carrie Charlick is the CEO and founder of Essential Bodywear for the last eighteen years. She is a real problem solver. Carrie has developed and perfected the Best Bra Ever! Her commitment to offering women of all sizes 30B-44I find the best bra ever. Carrie's opinion is that success is a journey, not a destination. It is something that you continuously work on; every day, you're building more towards your wealth of knowledge, friends, and of course, the fun stuff. For her, the big turning point in her journey came when she began to focus on self-love. She doesn't just want to be a company that sells bras but giving a woman self-confidence and a passion for them and not about anything else. She believes that a woman with self-confidence is unstoppable. Always stay laser-focused on your goal and vision, and never stop learning! We all have room to improve. https://www.essentialbodywear.com/
What inspired you to start your business?
It wasn't until my best friend started as a bra fitter in a department store, and she showed me that a bra could make or break an outfit. So, in 2003 I began Essential Bodywear born, and this is where I saw real people's bodies – not the false perfection shown in magazines – that I started to appreciate the gift that I had been given. I also started to see the beauty in others. But what surprised me was that almost every person who walked into the bra fitting room – Grandmothers, mother of three, young, old, skinny, curvy, a breast cancer patient, individual – had something negative to say to themselves in the mirror. They would pick at themselves, looking for so-called flaws in their bodies, and I was shocked! I knew something had to change. I knew then we had to show them how beautiful they were on the inside and out. It was then, in 2003, that I realized that I too was guilty of this behavior, and it needed to change
Where is your business based?
Commerce, Michigan
How did you start your business?
I had often been invited to home parties, so when I launched Essential Bodywear, I went with Direct to the consumer via Home Party . I had did my very first Bra Party at my neighbor Kellie's home, and She hosted an $800 party. I only had maybe three bra samples and a couple of bikinis and thongs, and an assortment of loungewear. My oh My, we have come a long way. Today we have sizes 30B-44I. When I started Essential Bodywear, I had no idea what I was doing. I didn't know anyone in the lingerie industry, how to create a prototype, get ahold of a factory, or write a business plan, especially for direct selling. My knowledge in the direct selling industry was little to none. What always fueled me, even in times of extreme self-doubt, was how much I cared about these women: to be entrepreneurs and change their lives. When you stay connected to your purpose, you find the courage you never knew you had. I believe meaning lies at the intersection of three things: 1.) What are you good at? 2.) What brings you joy? 3.) How do you want to serve the world? Ask yourself, what breaks your heart, or what fires you up? Whatever that is, there's your passion. Pay attention. For me, it has always been the world holding back women, and women holding themselves back through self-doubt, etc. As far as what I'm good at, sales. And what brings me joy; problem-solving, seeing women succeed, seeing women believe in themselves, and creating things people didn't know they needed and then can't live without. When your purpose, talents, and happiness intersect, you'll give like you never thought you would, and no matter how big or small, you will change the world.
What were the first steps you took?
Seeing if there was an interest of shopping for Bras at home, and yes, there was. In my first year, I sold $62k in Bras and panties.
What has been the most effective way of raising awareness for your business?
Word of mouth.
What have been your biggest challenges and how did you overcome them?
Finding a factory that would produce intimate apparel for my small business. I went to market, I went to a lingerie show in Paris, I made phone calls and sent emails and finally found a factory owned by a woman and she believed in me and what I was doing. We are still together to this day.
How do you stay focused?
Before covid, I would swim each morning seven days a week for an hour, and it was me finding my focus during that hour underwater and entirely focused helped me stay healthy and quiet time that I could find time to focus. Swimming gives me the best ideas for my business. Now, I find myself taking walks (not the same, but I make it work).
How do you differentiate your business from the competition?
We are the bra store that comes to your door. We are your bra concierge.
What has been your most effective marketing strategy to grow your business?
In 2003, there was no social media, and the business was built on asking for referrals. Today we are focusing on the Body Positive movement. I genuinely believe that a well-fitting bra can help a person stand tall, lead with their heart, and smile at themselves. And it's not just about bra fitting. With building a sales force of women around the country that committed to making women smile when they look into the mirror, hosting local body-positive talks, making videos, doing live Facebook talks, and more, Essential Bodywear is a go-to resource for you. We don't offer expert bra fit tips, but for ways to support you with personal growth and a financial opportunity with our career opportunities. We are a sisterhood of women here to help you uncover your confidence, smile in that mirror, and to learn to love yourself inside and out.
In 2018, we committed not to using professional models anymore and using women from all walks of life to represent our brand. You'll also find photos with no airbrushing or photoshopping on anybody in our catalog or our website. I realized it was one thing to talk the talk and another to walk the walk. I started by posing in my bikini while on a cruise with O Magazine that last January, then started taking images in my swimsuit while on our incentive trip to Costa Rica, and I have even posed for a lingerie shoot that we did with some of Bra Fit stylists.
What's your best piece of advice for aspiring and new entrepreneurs?
Make sure your business has a focus to solve a problem.
Woulda. coulda. shoulda . Don't be that person! Take a chance. See what happens. If you make a mistake, use the mistake as a lesson. What do you have to lose? Many great ideas and breakthroughs have been silenced not by others but by the ones who have them. Don't be that person. Don't be afraid of making a mistake, sounding stupid, or standing out is real. We would rather keep them to ourselves or not pursue them for fear they may be "wrong". Well, I'm here to tell you...go ahead and make mistakes. It's not only where all the breakthroughs are, it's where the best stories are waiting for you. When mistakes happen, use them to your advantage. Share them with friends, family, customers, employees. Being vulnerable is the fastest way to connect with each other. So what are you waiting for...make mistakes, live messy, make it happen, be bold, be you.... and ultimately be memorable!
We weren't put here to endure life simply, but to add value to others and enjoy our time here.
I meet women from across the country who tell me they don't find joy out of their day jobs.
They feel stuck. They feel trapped. They want more.
Maybe you've been asking the same thing.
Maybe you're in a job you don't love, and you're ready for something more. Perhaps you've been doing the corporate thing for a while, and you're ready to go out on your own, do your own thing, make your schedule, and call your shots.
I know that finding joy in my job was significant to me. I am by nature a problem solver. I like to fix problems. This is why I think I started Essential Bodywear. I knew so many women didn't know how to find the right bra for them that would be comfortable and yet make them look fabulous, so when they would look into a mirror, they would smile. YES, smile. I also wanted to empower women, to make them see that they are capable of starting a business and being successful at it.
There is more for you than just getting by. There is fulfillment waiting for you in work that you love.
What's your favorite app, blog, and book? Why?
2000% Canva is my favorite app
I am addicted to podcasts, I have a few that are my favorites
Rise – Rachel Hollis
Business Boutique – Christy Wright
How I build this – Guy Raz
Books – I have a few
The Energy Bus –
Management Mess to Leadership Success: 30 Challenges to Become the Leader You Would Follow – Scott Miller
Who moved your cheese – Spenser Johnson
What's your favorite business tool or resource?
Google Why? Everything that I learned on how to build my business, I pretty much found on google.
Who is your business role model? Why?
Cindy Monroe, founder of Thirty – one gifts
Cindy has been my role model for many years. Her Love of seeing other women reaching for their full potential in life. She believes that as women entrepreneurs, "that we are better together" as we learn from each other. Most businesses would never open their home and invite 17 other women with like companies to help all of us reach our dreams and goals. Each year she invites us to her family, and we have a weekend of learning from each other.
How do you balance work and life? My family: their support and love while I spent the last 18 years growing Essential Bodywear. My husband is truly my rock star! Finding time for myself (swimming is my saving grace, and I miss it so much right now).
What's your favorite way to decompress?
I love to travel. I can hardly wait to travel again in 2021.
What do you have planned for the next six months?
We will continue to build the brand look for body positive influencers to help promote the brand and our message of self-love. I am also hoping to travel as well.
How can our readers connect with you?
https://www.facebook.com/carrie.charlick