The #1 question I get from friends, family friends, other entrepreneurs, investors etc. is why haven’t you taken on institutional money?
That’s a loaded question so I thought I would take the time to dive in on here. First and foremost when I first started SET I got connected to an “investor” and I was ready to pitch them my business plan. I felt so confident and excited and got on the phone only to 1. not understand any question he was asking me and 2. feel completely defeated. I knew in that moment the investor world wasn’t for me (at least yet); if I was going to start this brand I needed to do it on my own because I knew I believed in it and I believed in myself.
The next day after that phone call, I hit the ground running, I was buying leggings left and right. I was going to The Grove and Century City and touching every active fabric I could find, picking it apart, writing down what I loved and what I hated. Simultaneously, I was receiving SET samples and was going through rounds and rounds of feedback. I think I went through over 70 samples before saying yes. The best part was every decision was my decision, making sure I was moving towards my goal of a powerhouse athleisure brand that was simplifying the way you get dressed. Which leads me to why I have remained the sole owner of SET.
When you have partners and investors you no longer get sole control over the decisions. IMO, complete ownership of your brand (especially in the early days) can make the difference between thriving and merely surviving. It’s the difference between creating something *you’re* so proud of, and building something *someone else* can be proud of. When you own your brand entirely, you have the freedom to define and drive its vision and values without external interference. This autonomy is what allows you to stay true to your beliefs, mission, and long-term goals. Your brand can remain authentic and consistent, and as a result, it resonates deeply with your target audience. This is what I’ve personally witnessed while building SET, for a couple of reasons:
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