 Welcome to the podcast on today's show with the sisters the people behind the Beverly Hills lingerie store. Thanks for joining. People don't know. What do you do? What's the company do? Thanks for having us. So happy to be here. So we started Beverly Hills lingerie in 2018 with the mission to fill the gap in streetwear lingerie. Streetwear lingerie. Exactly. So we are a lingerie for a night and or a night out. So we like to design our pieces to be dual use. So we like to style our pieces as ready to wear and then we also do carry like your standard classic bedroom sats as well. Okay so many questions here. So what did you see in the market? Why this company? What of all the things that you guys come from a fashion line? What did you guys study in school? Good questions. We have a lot of answers to this. Take it on. Backgrounds. I went to USC pre-med and at the time there were girls trying to style old pieces of lingerie out with the leather jacket with jeans. Right. And it wasn't quite working. There wasn't quite the market for it six or seven years ago and my sister just graduated. We both have our majors in communications and minors in entrepreneurship. We were trying to dream something up and she also saw the gap. Yeah so we just like basically landed in the women's field. We always wanted to be in an industry that we could feel close to and understand like our own target demographic. So it was perfect for us to go into something that was fun, feminine. We still keep it very classy I would say. Like you know we come from conservative background so we do have our own touch of elegance to the lingerie for sure and it made sense at the time and it still does because the market of streetwear lingerie and outerwear lingerie and ready to wear lingerie has grown so much. That's right. So it's been a really fun industry and a fun ride. Alright so you said a couple things. So you started pre-med. I did. There are some cultural norms here. Right and so you went from like making mom and dad super proud. Right. To making them proud. To making women proud. But what was it like? What was sort of taking that big risk at the beginning? Telling your parents, your sisters, you're both doing it in sort of a conservative culture. What was that? Very good question. We had the full support of our parents. It was my very conservative dad's idea really to go into business together and to have something of our own and to work on something of our own whether it was you know a passion or a hobby or whatever. It was the full support of him who drove us to where we are now. Wow. Yeah. And is your dad an entrepreneur? What is like is he used to risk taking? He just left corporate tax after 35 years. Corporate tax. Yeah. And he's an evolved man. Yeah. Alright. Wow. Okay so you guys decide to start this company. What's your first step? Like what do you do? First step. So much. So much market research but really your brand voice. So there's so we are obviously. Your brand voice. Okay. Your brand voice. We're obviously bombarded by so many brands every day. How do you stand out? Exactly. How do you stand out? How do you find your niche? How do you find your driving point? You know what makes you so special in such an oversaturated world and especially the internet right now is even more oversaturated than it was. 100% yeah. Or even five years ago. We were searching for that that brand voice what spoke to us what we wanted to represent for women. What kind of feeling we wanted to sell. And I always say that as much as we're selling a product we're also kind of selling a service. I think lingerie is a feeling and we're selling the feeling of confidence and empowerment and it's when you put it on it's kind of like you're buying a feeling. So we were looking for that and we just sat on the computer for a year and a half doing so much market research not just the computer offline of course asking so many of our peers, family, friends, whoever started businesses for some advice. We went to a few trade shows some in Vegas. We traveled to other parts of the country just learning about the industry. We went through so many business models. One time we were like we're going to be subscription based lingerie. Everyone needs that once we get their door. And then we wanted to be retailer. Let's pick our favorite brands. Yeah. And then we're like let's pick our favorite brands and create the coolest little lingerie marketplace. And then we were like wait we are so picky with designs and what we're going to sell. We just have to just design and create our own collections. For people listening that are thinking like okay so you guys are basically became the experts in some extent in lingerie. What are some of the things that no one would know? Like what are like three or four things that you were like that you learned about the industry? I would say that it shocked you maybe. That shocked us. I would say it is not a season it's not like a season based wear. So people think it's like a Valentine's Day. Yes but it's not. It's an all year round. It's fun. It's for yourself. Women buy so much more lingerie than they realize and they're gifted so much more lingerie than they realize and they love lingerie so much more than they realize. 40 billion dollar annual industry. Interesting. So it's large. Okay. So you're saying the buyer is twofold. It's the person wearing it mostly female. Yes. And then I would say maybe it's all female. And then there's like the boyfriends, husbands. Totally. Exactly. Yeah. Girlfriends maybe. We've been featured in a lot of like we want to get your girlfriend for Valentine's Day gift guys. We've been featured in like 50 gifts you must you know give your girlfriend for Valentine's Day that aren't roses. So you say that and my brain goes can a man actually buy lingerie for women? Oh we have so many male names. All right. So a male walks in the store. In our shop. I walk in the store. Do I show you a picture? I'm like this is her. Like what details do I need to know? Again I feel like it's back to the feeling. Whatever you're drawn to you open our website and you're like wow I love that course set. You check the sizing. We have a lot of photos on the website and a lot of photos on Instagram so you can kind of see how to style it. You know you're not buying something like a shot in the dark. There's just like so much info around it. Like the writing, the seams, the size guide, like everything is just so clear. So whatever speaks to you, you check out and we have great customer service. So there's a live chat on the website. Is it you guys? Do all the time. And we have a team. And we have a team. It filters in and out. But if it's something that's like flagged to our attention of course will be responding and chatting right away. Because it really is so important for the founder to be tied as closely to the brand and the brand's story as possible. And every time I feel like I know who the founders are or I know the founder or the founder is just passionate about their brand it makes me want to shop from them so much more. Yeah it's also good for feedback. Like you're also collecting information in real time. And we do that speaking of collecting feedback. We have thrown so many events. Probably like 100 plus in our in our brand's lifetime. What's an event like? Tell me. So we've done so many. We've done event collaborations. We've done pop-up shops. We've done like holiday gift shops. We've popped up at retail boutiques. We've done launch parties. We've done like everything under the sun because. And most of them involve like our items on a rack. Speaking of feedback. So we get that real time. We get that real time. Does this come in white? What size is this? Can I try this on? You know like just so many different questions. So every day at an event is basically a focus group. Because you're just listening in on people. And you're there to give you're only as good as your customers. So you're there to give the people what they want. Yesterday we were talking about I just mentioned make beauty the founder. And so when I when it comes to her product she was telling me that she gives her product to makeup artists. And it hit me because I was like oh it's interesting because it's like the people using the most makeup or the people that are sort of the professionals in that world are the makeup artists. Yeah. And also it's like their reputation when they use makeup right. So it's like this person's hitting the runway or the red carpet. The Oscars whatever it is. It's the social proof. Yeah. And so that's her that's her like little feedback loop base. With you guys. Is there a certain group of people that are like the ones that sort of taste make in the lingerie world? Yeah. We I'd say we work heavily with stylists. We have polls and requests at least once a week. And then we also are sending out to stylists all the time. And we get feedback directly from them saying you know either their client it didn't for their client right or it didn't work with their their personal style. Or they're going to keep it for the next shoot. And it's awesome because so many of our pieces I mean they fit in a stylist kit so easily. It could be just like a gorgeous black corset and you just fold it up and throw it in your kit and so many stylists just surprise us with the coolest content and just message us and email us by the way just through this on so and so and we're just like our jaws drop with the content because it's just styled in a way. I mean my sister and I definitely do push the barriers with how we like to style our pieces. We like to do fun and different stuff especially because like what give people a window. Like we've even styled like an underbust corset over a blazer instead of under a blazer and I feel like not a lot of people would do that but we try this like ruffle top over there as like a waist belt or as like a neck tie. Our model here is joining us today. For people listening there's a modeling room. Several ways to clearly style that corset. She's wonderful. Whether it's on your as decoration. Yeah exactly. If we had a real model in here that was just like standing. Oh that'd be awkward. When did you guys realize you were on to something? Like at what point does it sort of evolve from the idea the risk to like okay I think we have a company. I'd say we're very lucky in this sense but the outpour of support and love from our community here in LA. As soon as we launched really I'd say after a month we had family friends offering us spaces to do pop-ups inviting us to events inviting us to pop-up at events and be involved in things and it was really like an outpour of support which we're so lucky to have around us. Lots of loyal friends and family. That's rare by the way. And we felt we were on to something because it was genuine and it felt real and it motivated us to keep going and it made us want to keep doing it and in under a year we were approached by you know Fred Siegel Planet Blue by big name stores that we grew up shopping from and they're like they were like they want our product of course and we're we're just a few months old and at that you know I think the first year too for a brand. So important. Yeah it's important but maybe you don't get that yet maybe you don't get that you're on to something quite yet in that just in that time and we're lucky to have felt that and to have just so much motivation to keep going and so much excitement and passion and we loved working together so there was always that aspect of of passion and excitement. I was going to say working together I mean it has like a million pros of course but we bring such different tastes and things to the table our brand vision and our morals and our values everything is aligned. We work with the same intentions we work with the same like love and care for our business but we bring so many different views and when you mix them all together and we have each other to bounce off of it really does create something really really cool yeah. Our brand is the perfect blend of each of us. Yeah it's adorable. Your parents must be so happy for you. They're like oh they still like each other. We're lucky we love the support. Yeah you guys are raised right I guess that's amazing. This is a good story. It's a good story of your own little dynamic. It's amazing. Alright so you felt like you were on to something and then what's the hard part of the business is it just reinventing products is it like what is the what is the thing that makes everything move obviously it's everything right you have to do like all the little things right it's a whole lot of elements but again there's no formula so I don't want to be like there are these elements and you know ingredients for a recipe but there's no way but there's also no recipe that anyone can follow there's no rulebook or guidebook. Because being in fashion can be tough in general right it's like it can be fickle. It's pretty saturated and it's saturated a lot of noise yeah. There's a lot of noise there are a lot of brands there's a lot of entrepreneurs especially in California I mean I think everybody goes into like sustainability for some you know point and then also a lot of brands that start with just carrying a few pieces just carry everything now so you're just bombarded by so many choices so you really do need to make your point as a brand you know what I mean and really gather your customers and keep them I think like customer loyalty is huge so every time we acquire a customer we want to make sure we can keep them for a lifetime. Yeah that's smart. Yeah that's really really important because you are we're just bombarded with so many different things and we're always just wanting to try different things and shop from different brands and there's just always a new retailer and everybody's running a sale and then there's always just so many trends like even for us shopping I feel confused all the time I'm like wait is that top still cool or was that like from two months ago I'm not sure what to buy so there's just so many different trends and styles and you really do have to stay at the forefront you do. But I but in terms of your question I think that it's it's with all of that with the confusion with the saturation and just the overwhelming busyness of the internet and finding brands the problem is and that's not just for us but every brand is really reach it's like discovery it's like I know so many customers are out there for us in America but how do we how do we reach them how does any brand reach everyone? Yeah do you guys do paid ads? Yeah we do a lot of digital ads. That works a lot. Definitely. It works if your creatives are amazing. It works if it's not Valentine's Day and Madda doesn't hate you. Give me the seasonality on the business and so obviously you definitely see a spike. Totally no of course. Valentine's Day and Valentine's Day because lingerie is popular during Halloween. Yes okay February October and then honestly November and December for sure too. That's all in the industry. Yeah yeah that makes sense and when it comes to funding did you guys self-fund it how did you raise capital? We did right we're bootstrapped. You're bootstrapped are you gonna are you gonna like do you want to go in charting? At this point I mean it would be fun it would be cool I don't think that we're we're in the position to give away equity or to kind of like diffuse the brand that way if we can continue what we're doing and keep going if we had like a clear plan and you know everything we need the funds for quite possibly but right now we're just so happy with what we're doing and we know it's like our baby forever wherever it's going like we're gonna go with it so I don't know if we're gonna dilute it that way. Where do you want to take it like when you think about just global global TTC retailers just be like the first lingerie brand that comes up in people's minds just want to see it everywhere. And I was gonna say one of the reasons we named it Beverly Hills lingerie was was for that global reach so we really wanted to be special around the globe I think the name Beverly Hills and also just like any city is so appealing when you're in another city so it has like such it factor to it so our end goal is definitely to be across the globe be that like very you know special touch of luxury. Can you trademark it? Yeah we did. We did. It is tough with the city name but it's like just having having a city name attached to the brand name it's you know LVMH does that every designer you have to have like some sort of city name attached. I'm on the board of our tennis club but it's called the Los Angeles Tennis Club and so and they own the trademark to that. Nice. And so then I saw a shirt at Target like someone made a shirt and they're selling it at Target said Los Angeles Tennis Club and you're just like see that makes sense right and then so when our lawyer emailed them and then they like Target like totally apologized and discontinued the shirt and I was like this is crazy so then I was like let's partner with a Wilson or some Prince or you know something. Because they want to use that. Some tennis brand. They need that. License this out create a revenue share for the club and then while we do that we just have them like let's let's say the members of the club didn't want this thing to be like all around. Right. We could just do it in Asia like just launch in the Asian markets to your point who love the name. Who love the name. It's such a great name anyway and then you're bringing all this revenue to the club. Yeah it's great. So did you do that? I'm working on it. Awesome. These things take time. It takes time to like. It does take time of course. To like get the board. It's the it's just the members of this club. It's like these things are slow. They're like what do you mean we're going to sell our name. You know it's like don't worry about it. Let people. It's like being a developer. You'll lease the name. You can rent it. We could rent it. We could be a rev share. It could also be like you know you can make an agreement where you're not like you're not you wouldn't be allowed to use it on lingerie. Just an example. Totally. Because the members would be like what kind of clothing is it going to be you know. Yeah. With a good lawyer you can totally do all these. All these things. Beverly Hills lingerie. It's good for SEO. Would you see it on a jacket? It's great for SEO. And you guys want to do this for how long? Like when you think about. I think this is a forever thing. Definitely. I can. So in love with it. I mean of course that's not to say that we won't continue like adding on to our careers and doing other things in addition but I just think wherever it goes it's it's always like going to be our baby in passion and we love it so much and put so much into it. We really have so much heart in this brand because it speaks so closely to ourselves so it's it's yeah it really is. It's not like a company that we started hoping to just you know make money and change the world and just fill a gap in the in the market. We really do find a need for our brand so we are so happy to be doing what we're doing and I don't I don't really see a day that I'm like you know what I'll give that to someone else and we had our good ride. Like I really want to take it as far as we can. Let me ask you this and so you started the company you're both in college at the time or you're young right you're younger than you are. So as I get older I'm like oh like new products emerge or like your taste change guys are women maybe you might or be married maybe you want to have kids one day how do you see like do you see the evolution of of sort of lingerie. Totally. How do you see that as you guys are just experiencing it you know just by living your lives. Yeah and we're flexible we're multiple with the brand we want to evolve with the times and the customers. Definitely. I know my sister wants to go into gowns and really ready to wear and things so we're we're gorgeous. Of course at gowns we're ready to just roll with the times and we really do listen to our customers and we really do listen to women and we follow trends and we follow our gut. We randomly get these like wild thoughts some day of being like wait should we add a trim to this design because I think it'll be so cool and it's or candles. You won't even yeah. Yeah do you guys sell these candles? Yes we sell these candles. So for sure I mean that'll make you really well. Yeah they set the mood. It's an ancillary but that's the mood. Yeah exactly. It's part of it. Exactly yeah. When it comes to just you guys how many products are you guys making like on a maybe a quarterly basis? No it's more like annual. Annual basis. Yeah and we don't have like seasonal collections. It's just maybe like 10 or so every twice a year. And then price point how long did you guys figure like the price point discussion always a real thing. So the price point it has changed. The price point discussion. We didn't want to start too expensive without having good social proof we definitely wanted to get our brand out there as much as we could gift it. Get it out to editors. Get into the hands of people. So we needed to keep our coglow for sure. So we started off and we still do maintain pretty reasonable pricing. Our price does really match our quality and our product because our made in LA pieces are actually really expensive. They're made here. They're made here. Yes like these are the ones. Yes we have yeah we have a made in LA collection a lot of our stuff made in LA great quality amazing boning great turnaround very easy for us because you know we can make the product so quickly and get them in the hands of you know retailers and and everything and it's sustainable which is great and you know ethically made like how much of the top you how much it is yeah no this this ruffle top costs us upwards of like 45 dollars to create yeah to make it to create oh wow we sell it for 110. Yeah that's pretty reasonable. It's a reasonable thing but that's not that's like that's the worst margin anyone's probably ever yeah that's not a good margin especially so that's like that should be a wholesale margin yeah you know like the 45 to 110 should be like a wholesale price but right now here we are we've entered the discussion all right yeah for us right now it's just kind of like volume you know what i mean we rather make as many sales as possible and acquire as many customers as possible and then in turn i think as time goes on that's when you know you're happy to start making profit but the key i think well i mean every business is different but everybody's key really is volume like you want to hit sales you want to get customers you want to be able to know that you can't acquire customers keep your cat glow keep your aob high like stuff like that and then from there you can be like oh wow amazing let's you know stock our profits and you know go up from there yeah that's tough yeah it is but it feels natural maybe embarrassing to them i've never bought lingerie for anyone in that scenario when you say this pricing definitely yeah a lot of that but when you say this pricing how does it compare to what's on the market is like a victoria secret super cheap no i'd say i think lingerie like in general besides like we're not thinking like you know la perla or kate jim provocateur i think it's all pretty reasonable and i think lingerie is like attainable affordable luxury so because it is supposed to be like a luxurious thing so you know i think our price points are competitive why did you do the la like made in america thing well it was covered actually at the time so that's smart that's actually really smart when my force but now by choice yeah when we had launched things were we're all made in china from our brand and prices were lower we weren't trying to be anything that we're we are now or that we weren't at the time and when we got notice of of the chinese factory closing like december 2019 we had a couple months to finally figure it out yeah figure it out and find our LA manufacturer and you're like this is so temporary this is so temporary and here we are like four years into this still spending so much and you like it but it's good we just love these pieces now we're like this is such good quality how do you downgrade and i know everyone is doing that now during during this inflation time as a consumer i see everything like just having downgraded and like costs have gone up and we're like we don't want to we don't want to be part of that i had a bowtie company once and uh it was fun it was a lot of fun but when i started it we everyone was like oh you guys should do like made in america bowties because you're making them in china and so we did and we partnered so brooks brothers had this factory in sunny side new york and so like literally you go down there as seamstresses it was amazing it was like going back into time and so we partnered with them we had this like made in america line at the brooks brothers factory and uh they were significantly more expensive obviously and like no one bought them like no one really cared you know they cared via email but when it came to the purchase they didn't care wow one was this this was in tooth oh my goodness one was this 2010 to 2014 okay it wasn't that long ago because i was going to say consumers now are like what's your philanthropic you know background what is your what do you do yeah what what's the sustainability aspect of brand what's this and that before like gen z is like a snobby with like where is it made what's the background yes i think we can think tiktok are the are the um workers paid and are they in good condition and they're they hopefully they're not in the labor force and like Sri Lanka yeah like i feel like gen z is maybe a little yeah snobbier about as long as the sweatshop is in los angeles exactly everything's made somewhere i know let's talk about the marketing side of things yes that's our favorite part what are your what are your channels where do you see the most growth everything literally as much as we can everything everywhere we were like gorilla marketing in the beginning because we're we're thankfully we had like usc and tons of people around us every day so much social clubs a lot of yeah so much offline marketing that way events we would sponsor so many gift bags for so many different types of events we would like generate so many different discount codes and just kind of like you know watch we said yes to everything we did everything and we reached a lot that way there was there's so many people and customers and like i'd say even friends we've made through that it was the best thing we could have done for a brand and wear the faces of it and we were young and people were excited thankfully so the gorilla offline marketing did well for us and now it is it's just meta the paid ads we don't do paid ads on tick talk but we do we do have fun why not is there something about the tick talk paid ads that don't i think we just haven't we haven't found our our factor in it yeah maybe one day maybe we'll hire for that or something of course i do you know from kind of market research i've done and people that i've spoken to in the industry that do market on tick talks tick talk i think that tick talk shoppers are spending a little bit less than even like 138 or 110 right they're they're they're they're purchasing a little bit lower exactly so if we put our candles on there and you know we spent some money on ads we could probably see a little bit of a return sure do you guys do all the content yourself or do you have an agency you work with a little bit of everything yeah a little bit of agency though okay we've never worked with agencies for pr from our nothing our press is all organic we just yeah we get reached out to a lot we give to a lot we really did we did and we organically we did gq forbs everything we have was was super unpaid which we pride ourselves on and you know why we did that we wanted to we wanted to track our growth like genuinely we wanted to try to understand it yeah we wanted to see what the hype was about what editors really wanted our product like but they had to say about it to say about it yeah we wanted somebody to do it so if someone's listening they're like how did how did you get in a vogue without an agency well like how'd you do it honestly create amazing content create an amazing product put it everywhere like by put it everywhere I mean you say you just go to all events that are on brand for you you sponsor as many gifts but yeah wear your stuff you put promo codes all the gift bags it's not it's not you hustle you need help it's not simple but it's so rewarding you definitely like if you don't have a co-founder I would say you need an assistant you need an intern there's just only so many hours in the day and you're just constantly creating work from like the second you wake up to the second go to sleep at like you know even on weekends you're like where do I put my brand you walk into a store and you're like that would fit and you have to go find the buyer or ask you know the store manager to connect you to the buyer and you just keep following up so just keep following up it's not as annoying as you feel comfortable but like in a very natural way like hey I would love to send you some product I was you know looking at your page and I noticed that you love so and so and just be genuine about it because people love hearing from other people I think a lot of brands even that reach out to us from like a brand page and kind of want to partner with us versus a human being that says hi I'm part of so and so's brand we respond so much better to humans so just as humans we always want to make sure that it's my sister and I and anybody on our team that's directly reaching out to people to work with them and to promote the brand versus it saying like you know info at Beverly Hills laundry.com sent you an email it doesn't yeah it feels a little bit more robotic and people want to talk to people at the end of the day so that's really hopefully we're still after after the AI boom hopefully people still want to talk to people I think they do even more so now when I had the bow tie company we had a guy named Max it was a fake person it was a max at otai.com was the was the guy it was you though it was me or my co-founder love it okay it was actually three of us it was one of us it was three three of us and the first person to respond it was like we do it on behalf of max and so max would like upgrade your order to two day to overnight shipping max would throw in a free bow tie for you Max did like you name it he did it it was like the customer service legend and then after like three years we we decided to like say goodbye to max and so we did this thing that he got into the doctors without borders program so we're running a max like max going away sale and all the customers just bought so it was like a buy one get one it was a fun way of like not devaluing the brand of making it about max's getaway yeah that's funny that's really funny for people listening max is not real I don't think I've ever said that on the podcast I'm sorry if you were a buyer of that product this is how you find out but and so what's interesting is I took that concept this is before AI was a thing and I was like we should start a tech platform where max is like there's a bunch of maxes but it's all computerized like AI and that's what it is now and that's what it is now and so to your point around like the you know the name should not be info at like people want to talk to somebody people want to talk to somebody you knew that yeah but it just makes sense it's like hospitality it's feeling special the customer wants to feel special they want to be really spoken to yeah yeah 100 they want to feel seen and heard do you guys have like a dream event or you may be working on something this year that you're like we have so many dream events I think that's like the first thing that comes to my mind a slumber party yeah like Beverly Hills hotel like super like Beverly Hillsy and iconic just like like a launch of like a sleepwear collection or something yeah slumber party I think that's like I could see that right like the sunset tower right by your house yeah exactly something like that so nothing in the works for this year in terms of like oh we do we have a lot of things I mean it's women's month we have something at the end of the month it's called cosmic fem and it's really just like celebrating femininity and one is it so I think we're going to release this pretty soon March 28th and people can find the details on our instagram by then I'm sure and it should be a fun fun night it's like in the evening at the brightly the social club in must hollywood and there'll be bowling and like tarot card reading charm bracelet making we're selling some panel speakers dj and great networking where's the craziest place you've shipped your product oh um good question oh I they're not like crazy but like I love seeing like Greece and New Zealand so yeah that's yeah I mean I'm not crazy not crazy like Indiana like I'm always asking founders how do you get to Indiana you know it's like oh yeah it's like Beverly Hills we're selling exactly we're just selling the name yeah have you hit every state no I don't think that I don't think we have I'm doing this thing in my head where I can see like the social media post where it's like the most conservative state in America why because they haven't bought our product and you guys just call them out and it's like Connecticut North Dakota or something no I could see getting getting Beverly Hills lingerie before they would do it for some of these they would what would you tell like uh you know entrepreneurs today that are maybe going to pre-med that are like listening and they're in school they're starting their college journey oh wow I would really say take as many jobs internships shadow opportunities learning opportunities as possible we it's like we didn't start like with no experience we have both had jobs in PR marketing other other kinds of relationships I had like interior design internships like just learning how to work like it's not like it can be your first experience I mean for some people it works but that is my advice to learn as much as you can like we took these jobs while we were working on Beverly Hills Andre for that year and a half while we knew we were going to launch it soon and just getting all of our tools and resources and just the experience of of working under a belt so I'd really say that's smart yeah it really is going to get as much experience do everything you don't know everything don't act like you know everything and stay hungry for learning yeah for your information yes the world will humble you if you're not humble there's a weird thing about entrepreneurship where you have to be like so kind of stupidly confident to start it yeah you do but then you're gonna get and then you will be humbled the whole time like you will want to learn A to Z of your business and we really do tell because we speak we do so many podcasts and we speak to so many people who want our advice because we are genuinely like not gatekeepers we will we love to help people we love to tell people how we started and our thoughts and our mistakes and you know our favorite decisions and stuff like that and one of the biggest things we do tell entrepreneurs our advice from both of us honestly is to know A to Z of your business you will be hiring you will be building a team there's only so many hours in the day but being able to know the A to Z of your business is so important like you need to know like how to create content how to run ads like how to write web copy like you really cannot rely on like if on anyone at any point of time someone takes a sick day in your team like you need to be able like you're an entrepreneur you started this business yeah you need to have all the contacts saved like you need to just yeah you have to be ready to rock and roll at all points in and they're just hiring yeah you can't just delegate like you're not the you're not the entrepreneur there you're just delegating your company you're just delegating yeah you know definitely learn everything it's a real thing yeah and be ready to learn yeah and like shipping everything you know like that's that's stuff everyone needs to know how to do if they really want to if you want to it's good advice you should know something about everything about your company yeah exactly but don't stay humbled because you will be learning so much yeah there'll be so many defeating days where you thought you had to do something but you didn't and you relearned it all over again and it's totally fine because it works out better than what you thought I think like that's why I like real estate development because I can't be the architect like I can't I mean like I can't be the engineer and so there's this like it forces you to delegate and you really can't it's like the job is to get out of their way and just give them high-level direction yeah it's really interesting it's really a trust it's a trust it's a trust thing yeah it is a trust thing you're hiring someone for their value you're hiring them because you trust them and you're hiring them because you like their taste and you have to let go let them do their job that's why people go to your stores when people shop with you guys yeah you're trusting you to create an experience in a moment what are some of the mistakes you you can share mistakes um the silence is not because we haven't made they haven't made a single mistake I'm trying to think of something that's not like sappy to say I mean down to just trusting because we're we're pretty we're discerning but we're pretty trusting we really do see the best in situations and people we don't want to like go in and presume the worst but there's been some people who we work with we could give them like 10 products they would run a whole photo shoot for us like you know off site it's not even the worst like in the beginning of the business yeah just trusting you know yeah it's just like not getting the products back for example and we're like we're like there's like worse than that like right now how worse how dark do we want to go get a partner with yeah like are we gonna I can't say too many like I don't know what I'm thinking about but there's something I can't say yeah it was just there was like not getting paid out yeah okay there's also this brand that we didn't get I mean this reseller you know a buying company went bankrupt and 15 of their brands it was like a Barney's or like I just heard matches fashion hasn't paid their brands in years and that's why they're they're closing down for example yeah but we've we've gone into those things I wouldn't say they're mistakes at all I wouldn't say anything is mistake I think it's all meant to be and it's all learning it's a whole learning experience I personally don't live with regrets like I'm alive and healthy and happy and that's that's all I need so I don't think that like mistakes were negative in any sense like I'm doing this project right now as an example and there's this new like very wool culture in Los Angeles which is interesting all we're trying to do is open up a restaurant and that restaurant has like a liquor license it's not a club it's just a restaurant with a little market little bodega really cool cute you love that and the council people are telling me like this isn't for the community and I'm like who is the community just so we're clear like who when you speak about the community who are they and what she's referring to is basically like the poorest of the people like the homeless people right and I'm like I don't know if you know how development works but like this isn't how it works yeah you know it's like I don't know how development works that's why I'm saying and you can't take advice from anyone but they want to like shut down our project yeah it's just like these it's really interesting where it's like when I first got into development it went well then covid hit and then we had to deal with all that of course we figured that out and I was like that'll be the hardest thing I ever do in my life I really thought that and then the inflationary period happened or is happening I guess and then I was like no this is the hardest thing and now like now it's politics now it's like politically if all of your real estate and all of your work is in California yeah there's a whole political aspect to town state out here in California no it's big time and I thought I was good at it like the new things that they spend will always be surprising like you know we invest in some companies and some of them like there were so many emergency board meetings but I think covid simplified people's business in the sense of like a lot of people started experimenting unnecessary office space unnecessary team members I mean people are working from home getting more done a lot of well essence fired essence the multi-brand retailer website one of our favorite like 500 people and they were the same brand everyone was like what were those 500 people doing how were their 500 employees that when you fired your company was still running the same yeah so like why like why is there all this fat that needs to be trimmed everywhere so yes covered simplified yeah a lot of things and I was in San Francisco I went to google's offices one time I don't know if you guys been there but you go now and basically we park we walk and there's like all these people playing volleyball and like they're outside and everyone's like not working and then and then they're like and this is where we got a haircut and like this is the dry cleaning and then like it happened they were basically cooking duck there was duck that day which is why we were there we're like oh we're here to get duck and so then you have a chef everyone's getting duck and then we're sitting that with a friend of ours who works at google and I'm like so what do you do here like will you come in what when do you come in he's like 10 I was like all right you get here at 10 cool it's noon right now so what have you done what did you work a little bit he's like yeah I know I worked I'm gonna do this I go to the pod nap pod after this and then maybe I'll play like some campus event that they have every day and I'm like cool and then when do you go home he's like around like four and I'm like this is a retirement home for you and for dreams that's what that is yeah yeah it was wild to see yeah these people who are working there they're they're not going on you know to work somewhere else in their careers or do something from right I can't I think they have hopes with that culture I just can't imagine that you really inhibits your growth honestly oh for sure but then you also see the culture like I think the culture has been moving that way for a little while of course oh yeah because you've you've become complacent and it's totally and then covid hits and then you're like yeah then your drive goes to zero in a positive way we will say that everybody should really really hustle especially for what they believe in and for their job and for their career let's leave it at that whatever you're doing this is why you're good balance do it well you know exactly how she feels and then you're saying it's so nice when Kim K said get your effin ass up and work yeah and it caused like uproar of negative backlash but tell me why that is everyone was so mad at her I'm just yeah but why was it negative it's okay like just pick what you like to do and do it you know it was negative it's not negative it doesn't it doesn't but it wasn't it was it like working with your sister that yeah that's what it is this is great I'm like oh no she got so much controversy so much which one of you is who's older who's the older sister can you guess I just do one guess so I'm gonna guess based on personality okay and I think because you seem more you almost seem like the older one yes you are you got it yes okay only but the only because you seem nurturing to her oh that's so sweet that was what you were saying like when you were like it's very motherly yeah like it was like you've clearly she's mother daughter it's a little sister it's a little mother daughter sister sister and we it's like interchange yeah she's five years older okay you didn't have to say that see I didn't ask that little siblings love to out there she outed me but yeah well you are the nurturer that's clear here let's go to this and so when it comes to influencer marketing is there like a dream collab you guys have maybe have something in the works or I think that changes every day I was about to say it's like who is it in the moment that I'm that I'm drawn to or into and like I'll go through period of following and unfollowing influencers and and models and whatever but like maybe I think like Madison beer is cute and she like she likes this kind of stuff this kind of clothing yeah we were talking about her yesterday yeah we really like her have you guys had a really successful collaboration very successful or at least where you've seen like something that has been like a bump in either views or sales I mean there will be there will be a certain influencer or model that will sell out the product that they're wearing so those are kind of like bumps that we'll see but nothing so drastic like there wasn't like a capsule collection that we did that took us into like Harrod's you know what I mean like if an influencer posted and shared wear it yeah yeah yeah and then the sales go nuts yeah yeah no we see that sorry I would say like the Addison Ray era she we sent her a bunch of products she like filmed TikToks on it she's a sweetheart she loves it she tagged us in feed we didn't ask for anything we didn't ask for anything we just we liked her we wanted to send her a product and we we are very careful with how much product we send out now I think four or five years ago when we you know a year into the business two years into the business we were just like sending to every fashion blogger that we personally liked and that our team found to be a good fit and you really do need to be so careful because different fashion bloggers and different influencers have a different influence on people and you think just because somebody has such good engagement and such a good reach it doesn't mean people go to their page to shop their clothes they might go to their page to shop their like home wear or go to their page to shop their shoes or go to their page to shop their like you know anything candles like so you do have to be very nitpicky now because there's a lot of influencers out there love you all they're out there influencing there's a lot of noise yeah there's a lot of noise it's different it's funny when you mention the word blogger it's so different today you know it is so different today because back then blogger was like they literally had a had a tumbler and they would blog or they had a website or website we were yesterday we were talking to Kerry from make and she was saying like glossy glossier was a blog first yeah that was just like recommending products and look at it now and look at it now right it was so strong DTC the freaking mortar is amazing and yeah so crazy you can like once you have your following in a website and like loyal cuts or not customers but a loyal following you could sell them yeah community definitely that's like modern day like influencer turned entrepreneur who's selling something right right on instagram that's like the blogger turned like something else so let's do this let's wrap on this if someone's listening and they haven't bought in lingerie yet give them what are you afraid of why are you scared it's not scary there's something for everyone and it's not that serious and you'll find what works for you you don't have to like get a brown panty set there are other types of lingerie to play with whether it's like a robe you know you can call it that or just sexy you know what just start with lace PJs let's leave it at that sure lace PJs yeah keep it classic yeah yeah keep it comfy I want to thank our model for being so good to us today where can people find you where can they shop where can they buy where can I support we're just Beverly Hills lingerie dot com Beverly Hills lingerie on instagram shop phl on tiktok and twitter thank you guys for coming thank you thank you so much for having us thanks for having us it was a great time thank you for tuning in if you enjoyed this episode share with your friends your family or anyone you might think might benefit from the conversation we've had today and if you haven't already please take a moment to leave a review on your favorite podcast platform we'd greatly appreciate it your feedback helps us improve and reach more people who can benefit from our discussions the best way to stay connected with us and get the latest updates on future episodes is through our social media channels you can find us at start of the storefront we'll be back next tuesday with another great episode see you then