Name: Jennifer Bourgoyne
Jennifer Bourgoyne
Business Name: Czela (pronounced “CHEL-AH”) Bellies CesareanWear
Type of Business: Post-maternity undergarments made specifically for C-section moms.
Location: Online at www.czelablue.com and at select boutiques in California and Canada.
How Long In Business: 2 years
After a repeat cesarean section delivery, Jennifer Bourgoyne, the Founder & Designer of Czela Bellies CesareanWear™ was frustrated by the discomfort that even a pair of soft undies caused her, much less anything with a waistband. Thus, her own “AHA!” moment was born.
“This was a much overlooked market, yet 3 in 10 American women give birth by cesarean, which is a major abdominal surgery,” said Bourgoyne. “My own birthing experiences and recovery spurred me to design really fun and interesting undergarments that make a new mom feel hip, fresh, flirty, and definitely more comfortable with her transitioning body.”
Celebrity moms have also found their way to the ultra comfy and fashionable boy shorts, including Tori Spelling and Ashlee Simpson. There are also celebrities who don’t end up having a C-section yet add Czela Bellies to their list of new mommy must haves.
Worn after the scar site no longer requires medical attention, these cool, boy short-inspired undies are designed to protect, soothe and comfort mom’s incision area.
So, let’s find out how Jennifer started and grew her business:
What were you doing before you launched your business?
I worked for 12 years at a high-tech Silicon Valley computer company. My last position there was in the Corporate Briefing Center as a Briefing Manager. It was fantastic. I actually got up every day and wore heels and lipstick…ah, seems like a lifetime ago.
Why did you decide to transition out of working for others?
Actually, in one year, this is what I went through: I moved twice, went from being a single mom of 2 boys to getting engaged, planned a wedding, got pregnant, was told the baby wouldn’t make it, and if he did make it, he would not have any arms or legs, (yes that is what we were told), had numerous rounds of painful Rogham shots, my husband got laid off from his high tech job, had family dealing with Hurricane Katrina, then at 9 months of my pregnancy, I was laid off from my high tech job of 12 years, and oh, by the way, turned 40 the same month. That’s a little bit of stress! Thankfully, our beautiful baby was born with everything intact and I was inspired to launch my company in the same year. It’s great that at age 43, I’m finally back to what I wanted to be doing when I was 9. That’s how life should be lived, right?
What was the first step you took in taking your idea to a reality?
My first step was months of research to see if there was anything on the market that addressed the need I was trying to fill. I wanted to find what other c-section moms were wearing, and if they found anything to relieve the feeling that everything seemed to just hit you exactly where the scar site is on the body. It’s so great to take advantage of the internet these days. It really helps identify if there is a real need for your product or idea. I saw the question come up again and again from women all over the world.
Were you afraid to step out on your own? If so, how did you overcome your fear?
Absolutely! I was so scared of rejection! I am so blessed to have an amazingly supportive partner in my husband. He would give me pep talks before each sales call. Once I realized that people actually “got” my product, then I could let my guard down, and really let my passion come through.
Once you left your job, what did you do first?
Well, after initially freaking out because I was 9 months pregnant at the time, I had a major good distraction to focus on, my new baby’s arrival! After having a repeat cesarean delivery, I started to feel that same old irritating feeling once I started to try and get back into my non-maternity clothing. Everything seemed to hit right at the scar site, even undies! I sketched out a few proto-types, went fabric shopping, had a few samples made. Everything for the product and business was grown very organically and on my own time.
Who were your first customers/clients?
My first real customer call was almost exactly a year later, on my birthday. I was so nervous. I had my new pink Halliburton Zero briefcase (you know, the cool ones like the gals on Deal or No Deal have), and my lucky black flower hairpin. After just a few minutes in a newly opened high-end maternity shop, called Bump Maternity in the downtown area of Los Gatos, I closed my first deal. I have since become pals with the shops owner, and have promised her a new car if we ever make it to that point!
What was your marketing strategy initially? How has it changed?
My marketing strategy initially was to keep the product as niche as I feel I am, as a designer. I was, and still am, passionate about finding prints that I’m in love with, that are different, and a little funky. What has changed, is really me letting the business side speak up a little more, and understanding that indeed there were going to be moms who would rather have their Czela Bellies in beige, black or white… thank you very much, and I needed to have something for everyone. So, the rebel in me had to negotiate with the business side of me and we now are proud to offer an even wider range of prints and solids than before.
What advice would you give to others who are interested in launching a business similar to yours?
Do your homework! With the internet available 24/7, you really need to understand if there is space in the marketplace for your product or idea. For example, if you want to make a diaper bag, it really needs to do more than hold diapers and bottles and look pretty. What’s the advantage of your diaper bag? If you don’t differentiate yourself, it will be a tough sell in the press, in the marketplace, and ultimately to your customers.
What are the future goals for your business?
My goal is to continue to grow Czela Bellies CesareanWear at a pace that I can still enjoy and manage, but taking every advantage to grow it to what it needs to be. One of my big goals is to be etched in the glass doors of Pea in the Pod maternity in the malls across America. I know, it’s silly, but it’s a dream of mine. I don’t even think it’s etched, but it’s stickered…so I guess I want to be “stickered” along with the other top lines they sell!
How do you juggle your business responsibilities with those of being a wife and/or mother?
This is a tough one for me, as you all probably struggle with this, too. I could seriously work on Czela 24/7. However, when I decided to take on this product launch, I did so, knowing it would give me valuable time at home with my children. My family is always priority number one. If I have days where I have to work while they sleep, so be it. Work will always be there, but the days of my boys not being embarrassed to hold my hand and enjoy a trip to the library or a slide in the park, are so precious and fleeting.
What is an average day like for you?
With a husband and three boys, ages 3, 10 and 17, our days are CRAZY. An average day starts with breakfast and carpool in the mornings (yes, including my neighbors’ kids!), a few hours checking work emails, in between snuggles and a few rounds of Guitar Hero with my toddler, running to do shipments and get supplies, and checking with my manufacturers. Then, it’s back home in time to be home for the older kids, check homework, fix dinner, go to the gym with the family, come home for bath time and reading, then another round of emails. Then, off to bed to do it all again the next day. Sometimes, if I have clients to meet, I will book a daycare appointment at my gym’s childcare, and have my meetings in the gym lobby or café. It gives me a quiet place to meet and focus and plow through things without my little one being neglected or bored.
How do you motivate yourself and stay motivated?
I keep motivated by sharing successes with my family and friends. It’s fun to see where we can take Czela next. The kids and I celebrate each and every sale and press mention. This one will be no different!
If you had to start over from scratch, knowing what you know now, what would you differently?
That’s a tough question. There are so many steps involved with creating a small business. I think it’s best that I didn’t know all the red tape involved, with business registration, and fees, and tax schedules, and legal fees. It’s best to go into it blindly and for love, seriously. I am a cautious person, and I think if I knew more about all this in the beginning, I might have been too overwhelmed. Once you start rolling with a passion, you just have no choice but to bulldoze your way through obstacles as you face them.
What’s the most important business or financial discovery you’ve made in the past year?
For me, sharing my personal story at the same time as I pitch my product line, has really been a plus. At first, I was reluctant to be a “personality” behind the product, but I’m finding out that people can really relate to the struggles I have had, and it’s thrilling to feel that sense of worth.
What do you do to promote your business, to beat the competition, and to dominate the market?
We stay fresh with our message, our product styles, and we really rely on word of mouth marketing. I’ve hired professional P.R., but I have learned that no one can represent my product better than me. That was an expensive lesson for a start up like Czela to learn. (I guess that kind of goes back to the previous question as well.)
What are the three threats to your business, your success, and how are you handling them?
1. Not having enough marketing dollars. Fix = Keep doing guerilla marketing and PR on my own. 2. There are not enough hours in the day. Fix = Get to the gym & set up shop in the café. Look into hire outside help for household duties, so that I can spend more time on the company. 3. Post Maternity product line competition. Fix = While there currently still no other competing companies that address the comfort *and* style aspect of post cesarean needs, there are beginning to be more things in the marketplace for this transition time. I’ve learned that competition is actually a beautiful thing! It totally validates my marketplace.
What has been your biggest disappointment in your life – and what are you doing to prevent its reoccurrence?
Hmm..that’s a tough one. Probably not being able to spend as much time with my two older children as I wished I could have. I was a single mom, working tons to make ends meet. At this stage of the game, being mostly a work at home mom, I am grateful and acutely aware of little moments and how fast the boys are growing up. I can see a confidence in my toddler that is strikingly obvious and it is so nice to hear my husband say it’s because I am here for him.
What do you observe most people in your field doing badly that you think you do well?
I think a lot of entrepreneurs get so caught up in dreaming big that maybe they don’t FOCUS as much as they should on one idea at a time. Maybe some people can actually do this well. I am guilty of taking on more than I can handle, or wanting to start another project asap, but sometimes I have to reign myself in and remember to keep my focus. I can’t tell you how many people told me they loved my product, and when would I be designing matching camis or bras? I just smile politely and go back home and get back to the underwear. After all, the good life starts with a good foundation, which we all know begins with fabulous undies!
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Great interview! OFM always has such good info. I think this woman should write a book! Funny and informative!