February 8, 2024

Unfolding the Roztayger Tale: Elizabeth Jeffer's Retail Revolution

Blending Art, Fashion, and E-Commerce: The Story of a Determined Trailblazer


In a revealing and intimate interview, Elizabeth Jeffer, the founder of Roztayger, shares her unique entrepreneurial journey. From her roots in art history to her foray into the world of retail and e-commerce, Elizabeth's story is rich with insights and inspiration. This in-depth conversation sheds light on the challenges, triumphs, and lessons learned in building Roztayger

Elizabeth Jeffer - The Founder of Roztayger


Elizabeth, we're eager to hear about your journey that led to Roztayger. What inspired you to enter this field?

Elizabeth Jeffer: Well, Chris, after studying art history, I found myself at a crossroads. I worked at a local boutique in Berkeley and fell in love with retail - the creativity, the connection with people. That's where my journey in fashion began. I worked in San Francisco, dabbling in management and buying, and then moved into wholesale, particularly with accessory designers. Eventually, after a series of professional and personal shifts, the urge to do something of my own grew stronger. I started Roztayger, focusing first on bags and gradually expanding into a diverse range of products. It’s been a path filled with passion and discovery.

With the marketing landscape constantly evolving, how have you adapted Roztayger’s strategies over the years?

Elizabeth Jeffer: It’s been a mix. Initially, I did a comprehensive SEO start and focused on Google AdWords, which worked quite well for a while. But the landscape shifts rapidly, and it's challenging to predict what works. I’ve had to pull back and forth on advertising dollars, always keeping an eye on the ROI. It's about finding who's searching for your products and balancing your budget. I'm very niche, so I try to keep a cap on spending while ensuring that my clientele, many of whom are repeat customers, remain engaged.

Regarding distribution, do you still engage in wholesale, or is Roztayger purely focused on online retail?

Elizabeth Jeffer: No, I’ve stepped away from wholesale. It's like running another business, and at this point, I don't have the bandwidth for it. Roztayger demands my full attention, and I want to do it well. Wholesale requires a different set of strategies, shows, and constant outreach – something I’m not able to commit to right now.

Can you share some significant moments or strategies that impacted Roztayger's business model?

Elizabeth Jeffer: Sure, there have been a few. Early on, some press coverage gave us a big boost. But honestly, the most significant aspect has been the relationships I've built with my clients. It's about the slow build, trying different strategies, and not necessarily having a single magic bullet. It's a combination of efforts and understanding the market, along with a bit of risk-taking.

Reflecting on the past year, how was 2023 for Roztayger, and looking ahead, what are your aspirations and goals for 2024?

Elizabeth Jeffer: Reflecting on 2023, it was a steady year for Roztayger, which I'm grateful for, especially considering the broader retail challenges. As we move into 2024, my aim is to continue growing the business, refining our product offerings, and enhancing our customer engagement. I deeply value the interactions and conversations with our clients – it's these personal touches that truly define and differentiate Roztayger.

What advice would you offer to those starting their own brand?

Elizabeth Jeffer: Start with something you love, and keep it manageable. Be cautious, especially with advertising dollars. The environment is changing rapidly, and it's hard to know where to invest. Start small, grow from there, and be careful with your budget.

Key Takeaways:

  • The importance of passion and connection in the retail industry.
  • The need for adaptability in marketing strategies.
  • The value of building customer relationships in e-commerce.
  • The significance of cautious growth and mindful budgeting in entrepreneurship.

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