It should come as no surprise that the office of LAKE is just as cozy as its pajamas. It’s a place where the friends-turned-business-partners brainstorm and tackle daily tasks of running a successful business in such a saturated market. Find out how these wonderful ladies started the business and how they’ve been able to be make it so successful, and get an inside look at the place where all the pajama-designing magic happens in the office tour below. Sit back, relax and enjoy!
Tell us about your business relationship. What made you decide to start a partnership together?
Our shift from friends to business partners came about naturally. We met in our early 20s and each settled in Savannah after college. Our husbands are good friends, too, so we spent a lot of time with each other even before we started LAKE. Over the years, we threw around dozens of business ideas. We were confident we would work well together and always felt like we balanced each other out in a way. It was always very clear that we were on the same team.
How did you develop a successful brand so quickly? You’ve become a favorite among editors and have built so much more than just a business!
Watching the business grow has been a surreal experience. We’re so fortunate to have loyal customers who keep spreading the word and coming back. They don’t just buy pajamas for themselves. They treat their mom, sister or friend, too!
How do you stand out in a saturated marketplace?
Our simple silhouettes are classic and comfortable, and we offer pajama options that women can’t find elsewhere. Plus, our Pima cotton is incredibly soft.
What are the core values that guide your business and brand development?
Being true to our aesthetic is definitely on the top of the list. We also believe in creating ways for women to elevate the ordinary in their daily lives.
Who are some other women-owned businesses out there you currently admire?
There are so many successful women-owned and women-run businesses that we admire and support. Sara Blakely at Spanx is certainly an inspiration. We also love a good female founder-turned-CEO story like Emily Weiss at Glossier. We are constantly finding new women who inspire us and we love featuring them on the blog with “Pillow Talk.”
How do you find new sources of creativity when you’re feeling mentally tapped out?
Travel is a major source of creativity, but let’s be real. Between our families, there are four kids under 5 years old (and one on the way!), so travel can be a bit limited. Being outside is the next best thing for a clear head. Bring on the spring weather!
For our readers who want to launch their own business, what’s the best piece of advice you could give an aspiring entrepreneur?
Go for it! Start small. Seek guidance. Don’t be ashamed of what you don’t know. Constantly evaluate where you are and where you need to be.
What do you do on a regular basis to challenge yourself and continue to grow?
We do our best to stay informed and study what drives success for other businesses. We have found there are similarities among all startups. Many times we are able to apply learnings from other industries to our business.
How do you handle uncharted waters and the unknown as a growing business?
Scaling the business has brought about a new set of challenges. So much is unknown, but we honestly believe our lack of experience in areas has been an advantage for us in the past. It helps to see things with a fresh perspective.
What are you most proud of in your journey as an entrepreneur?
We are building a brand that we are proud of and that our families, friends and employees are proud of. We have created something out of nothing, and that is incredibly satisfying. It’s been such a fulfilling experience so far, and we are so excited about what’s to come.
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