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Zady Founders Soraya Darabi and Maxine Bédat Talk Conscious Consumerism

Learn how Soraya Darabi and Maxine Bédat joined forces to provide an alternative to fast fashion and why both founders believe "love" and execution are essential to success.

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Best Success Story

MB: We started going to fashion trade shows to learn how brands approach making their products. It started off to be very disheartening because most brands either a) didn’t know or b) said “Asia”. It was frightening to see the responses we were getting.

When we found brands that made beautiful products, and knew where their materials were sourced, we approached them to share our idea for Zady. However, most were hesitant (i.e. “please go away!”)

Our early success came through a Nashville-based denim brand called imogene + willie. They allowed us to explain our vision for Zady and went from “please go away” to “what can we do to help you?” Today, we have become good friends.

It was through the success with this cult brand that other brands, who were not interested in selling their product online, became excited about Zady and joined us. Because of that, we are able to provide access to great products, some of which have never appeared online before.

We realized, “Wait a minute. We can make this happen and it can be something truly extraordinary that people have never seen before.” – Maxine Bédat, Zady Co-founder (Tweet This)

Biggest Startup Challenge

SD: We’re holding our own inventory, and we chose to do that. We want to have the strongest customer service experience we possibly can. We didn’t want to rely on drop shipments or third party logistics suppliers early on. So we pulled the inventory into our office and we manage it ourselves on top of all the other day-to-day duties. It’s a lot, but we’ve learned so much in the process.

It’s actually great to be able to physically see the inventory that comes in, and manage it, because it taught us about the essential brick and mortar elements of this business. I’m very happy that we made that commitment. I think our customers will be happy to know that they can always contact us directly about inventory-related questions.

MB: I’d also say the other challenge, is also the most fun part about being an entrepreneur — the many different hats all of us wear at any given moment. Whether it’s doing a press interview, negotiating with UPS, styling a shoot … on any given day we’re doing 10 million different things… It’s the most challenging and definitely the most fun.

 

Conquering Challenges with a Thriving Co-founder Dynamic

MB: Having a really great co-founder has been important. We always get to bounce ideas off each other, we never feel alone in a silo, and we can cover more territory and get more done in lieu of going at it alone. Having someone you really trust, and can rely on, is so important. It has been essential for me in this process.

SD: Business partners should treat the relationship as you would any other important relationship in your lives, by having really strong communication. When we’re pleased with each other we say so, and if there’s something on our minds we express that as well.

It helps that we went into this — not as best friends starting a business — but as two people who genuinely liked and respected one another professionally and saw an opportunity in the market to create something.

 

#1 Tip for Entrepreneurs

SD: As obvious as it sounds, love the business you’re creating. So often, I see people creating businesses that are smart, but at the end of the day, if you don’t love the problem that you’re tackling … then the passion and enthusiasm will wane over time.

Tony Hsieh, CEO of Zappos.com, says it very eloquently that, “every business needs a bottom line and a higher purpose.”

MB: I would say (in a pragmatic sense), be an execution machine. For example, we answer hundreds of emails a day. I think there’s a tendency to want to be a perfectionist, but so much of success involves capturing opportunities and then making them happen.

Read more about Zady in Fast Company.

Connect with Zady on Twitter.

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