Venturing into the realm of entrepreneurship with a pair of broken sunglasses and a string of unorthodox ideas, Jensen's journey defies conventional business narratives. His story is a riveting blend of environmental consciousness, digital innovation, and the spirit of adventure. From his early realization in a green business seminar that the traditional office job was not his calling to a life-altering experience in India, Jensen's path to founding a successful online eyewear brand is as unconventional as it is inspiring. This interview peels back the layers of his entrepreneurial odyssey, revealing the grit, creativity, and environmental stewardship that propelled a simple yet revolutionary idea into a thriving direct-to-consumer venture. Join us as we uncover the insights and experiences that shaped Jensen's vision and transformed the eyewear industry landscape.
Jensen: Sure, Chris. I've always gravitated toward the unconventional. The only real office job I had was an internship in college. That experience alone told me that an office life wasn't for me. I craved being outdoors, gravitating towards creative projects and design. I also found myself at odds with authority and bureaucracy, preferring to chase my own dreams rather than someone else's. My college seminar on green business was a turning point. Early in that course, I realized my ambition was to start an online business that not only allowed remote work and flexibility but also had a positive environmental impact. I was committed to creating something that went beyond mere transactions, something that offered a net environmental benefit.
I didn't have all the answers at 18, but my study of environmental business honed my drive to do something unique. A year in India, initially a break from rambunctious college life, turned into a profound learning experience. It rekindled my appreciation for education and presented a turning point. The real spark for my business idea came unexpectedly on a camel safari. After my sunglasses broke, I improvised with a string fix, which worked surprisingly well. This makeshift solution was the genesis of my armless sunglasses concept. It solved a personal problem and soon garnered interest from friends and strangers alike, affirming the potential of my idea.
This journey taught me a valuable lesson about entrepreneurship: if you can solve a problem with a product, you've found a market. It's about creating a product that people need, not just want. This approach has been a cornerstone of our success, solving a ubiquitous problem in an innovative way. It's been a journey of learning, adapting, and always keeping an eye out for unconventional solutions to everyday challenges.
Jensen: Initially, I was my own test subject – the product worked brilliantly for me, so I figured it would appeal to others too. A good college buddy, Nikolai, who's now our co-founder, played a big role in validating the idea. He loved it so much that he'd often 'borrow' my pair, prompting me to chase him down after parties to get them back. Nikolai proved to be essential to helping bring the armless concept to market. He brought to the table vital e-commerce experience and sound business and finance acumen that I had little to no familiarity with. The two of us have been working together for 8 years now, and still to this day, there’s no one I’d rather be building with.
The personal validation from friends and family was encouraging, but the real test came with our Indiegogo launch. Crowdfunding was our litmus test to see if there was a genuine market interest. It was about more than just raising funds without sacrificing equity; it was a chance to introduce our unique, armless sunglasses to a global audience. This approach allowed us to gather a group of early adopters – people who were invested not just financially but also emotionally in our success. They became our evangelists, our sounding board, offering valueable feedback on design and brand direction.
The response was overwhelming. We received about 1,700 initial preorders and raised around $160,000 in the first 30 days of our pre-order launch. Our reach was global, with orders coming from 50 countries, all seven continents, and all 50 U.S. states. That's when we knew we had something special. This was a product people believed in and were willing to support, affirming our belief in the need for a practical, innovative solution in the eyewear market.
Jensen: The reality is, Facebook and Instagram have been our most effective channels, even though I'm not the biggest fan of them. But, they work. Word of mouth has been equally important for us. When we break it down, our direct-to-consumer sales are roughly 40% from Facebook and Instagram, another 40% through word-of-mouth, and the remaining 20% from publications and similar channels. That's the basic breakdown of our marketing efforts and where we see the most traction.
Jensen: Absolutely. Scaling, especially forecasting, is a tough nut to crack. In the early stages, we often found ourselves out of stock, but this wasn't entirely negative. It inadvertently created a sense of exclusivity around our product and built anticipation for new releases. Another challenge was inventory investment. We were cash-strapped for a long while, which led us to seek funding about two and a half years after our launch.
Finding the right investor was crucial. It's not just about securing capital but also about gaining access to experience and a network of mentors and advisors. This aspect has been pivotal to our success. Having mentors who've navigated similar challenges is invaluable. They provide guidance, and answer questions, and you don't feel like you're navigating these waters alone. I believe a common mistake for entrepreneurs is trying to handle everything solo, which can be isolating. Having a support network of people facing similar issues is not just helpful, it's essential for any entrepreneur. Additionally, we’ve brought on some really smart, highly skilled team members to help us manage inventory and forecast growth.
Jensen: Yeah, it's an interesting journey. We hit our first million not in the first year but in the second. A major boost came when we won Backpacker magazine's Gear Editors' Choice award just two months after delivering to our Indiegogo backers. I'm still not sure how we landed that award, but it gave us incredible PR. It really underscores the importance of having a solid product; that's the foundation for good PR and recognition.
Authenticity and relatability played a huge part too. Being genuine helps attract customers and gets them interested in trying something new, like our unique solution to a common problem. It's about steady, intelligent growth, and staying focused on your goals without spreading yourself too thin. In the early stages, we did a lot of things ourselves, probably longer than we should have. Eventually, realizing the importance of delegating, we began hiring. It's crucial to recognize when someone else could do a job better than you. This shift allowed us to concentrate on what we're best at, a critical step in any entrepreneurial journey.
Jensen: 2023 has been fantastic for us. Despite the economic slowdowns globally, we've experienced solid growth. A big part of that success comes down to our team being highly organized and dialed in. This can only happen when the vision and strategy are completely understood across the organization. We spent a great deal of time and energy ensuring we have the right team members in the right seats, bringing on experienced team members who know how to drive substantial value in their given business segments. We use Monday as our main organizational tool and Slack for communication, which keeps us on track, even though our team travels a lot and works remotely. Ensuring that everyone on our team feels valued and respected, especially in terms of compensation, is a priority for us.
Looking forward, we're gearing up to expand into retail in 2024 and participate in more events, something we've not done much since the pandemic. We're also excited about launching new accessories. These innovations stem directly from our customer feedback. For instance, we're developing side shields for sunglasses to address side glare issues, a floaty for our sunglasses to prevent them from sinking during rigorous activities like cliff diving or surfing, and removable nose pad risers for cyclists and outdoor enthusiasts to prevent fogging. We're committed to listening to our customers and intentionally designing products that meet their needs. That's our focus moving forward: breaking into retail, attending more events, and introducing these new, innovative products.
Jensen: That’s a great question. As I mentioned earlier, the most crucial thing is finding good mentors. Not just any mentors, but good ones – people who are smart, successful, and align with your definition of success. It's about surrounding yourself with individuals who share your goals and can guide you. You don't need to tackle everything on your own. Seek out those who have faced similar challenges and can offer their wisdom. This advice is invaluable.
And remember, successful people, those who've accomplished impressive feats, generally like to give back. They appreciate helping others who are passionate and eager to succeed. Don’t hesitate to reach out; it’s often welcomed. Magic Johnson once talked about the importance of focus. It's so easy to get sidetracked and pulled into directions that don't align with your brand or strategy. Stay focused, stay in your lane, and concentrate on achieving what you set out to do. Good mentorship combined with a sharp focus is, in my opinion, the key to success.
Chris Choi: That’s incredibly insightful, Jensen. Thank you for sharing!
Jensen: You’re welcome!
