Fashion Designer Welcomed by Sassy Mamas
What first inspired you to create a Maternity Lingerie line?
During my first pregnancy, I realized there wasn’t anything pretty to wear that made me feel sexy. My body was going through so many changes, yet I still wanted to remain feminine. I was shocked when I went to (where else?) Victoria’s Secret and found no lingerie for expectant moms. I resorted to buying lingerie in an extra extra large size. Although the pieces made room for my growing belly, my breasts were swimming in the upper bodice because it wasn’t fitted for my size. That’s when I first had the idea of creating a lingerie line for pregnant women. This was something women needed. Feeling good is all about what we wear. It wasn’t for my husband. It was for me and how I wanted to feel in my new body.
Tell us, what does “Ke’Koqueta” mean?
Translated from Spanish, Ke’Koqueta literally means: “What a flirt!”, which is exactly the message I want to convey when a woman buys my lingerie. Flirting is healthy for us. Just because we’re losing our body for a few months, doesn’t mean that we can’t still feel attractive.
You don’t have a Fashion degree or any formal design expertise. What gave you the confidence to start a business in the Fashion Industry?
I have always considered myself a creative person and fashion has always intrigued me. I was working in Finance as an accountant at the time and just told myself that my creativity and confidence was enough for me to give it a shot. Looking back, I realize that I didn’t really plan for the “How” part entirely. I felt I just had to do it. If I truly had a unique product, there would be a market for it.
You learn more and more every day when you’re really in it. For me, I discovered how much I love designing and that really helped me remain confident.
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Ke’Koqueta has grown fairly well for a startup, how did you get the word out?
The first stepping out for my line was in Las Vegas where I had my first show. I forked over $5,ooo to get a booth, created a banner, prepared some samples, invested in some advertising and my business took on a life of its own. There, I saw first hand the reaction to my pieces and it was so rewarding. Having women walk up to me and share how necessary they felt my line was in the women’s market, was the biggest thrill.
It was also where I landed a deal with Zappos.
From there I was written up in trade and consumer magazines. The internet made it easier to spread the word as I had a low budget. The brand gradually became popular.
What Challenges did you encounter along the way?
When first starting out, I had some negativity thrown my way, but was determined to not let anyone shoot me down. I’ll never forget meeting a male investor in New York who asked: “Why would a man want to see a pregnant woman in a teddy? Why bother, she’s already pregnant.” This viewpoint infuriated me and highlights the biggest misconception about lingerie. Lingerie is not just for men. Women want to feel sensual and sophisticated about themselves. I was glad I heard this male dominated opinion early on in my career. It fueled me to prove myself even more.
You are a mom with two children, who juggles a full time job while growing your business. How do you and your husband share family responsibility with so much on your plate?
I’d be lying if I said it was easy, but the golden rule my husband and I have always stuck to, is not sacrificing time away from our kids. After both of us working all day, we squeeze in catch up with our boys (8 and 6 years old). We don’t ever want to lose the quality time with our family. We each take different shifts to be there for them but ultimately one or both of us extend our days by working after they’re both asleep.
My husband is my absolute number one fan. He also started his own business several years ago, so he was able to support me knowing how much effort was involved. We try to make it fun. He cheers me up when I need a boost and vice versa.
Fortunately, I can now afford to hire people to run the bookkeeping, sales and administrative corners of my business.
Where do you see Ke’Koqueta in the future?
Currently, I’m setting up an online storefront where you can buy from my line direct. Before now, I was only selling wholesale to retailers. In 2010 Ke’Koqueta is destined for baby store retail chains in addition to exclusive lingerie outfits.
We’ve also begun a “Go Green” campaign and will soon be switching to organic cotton manufacturing.
Have you considered lending Ke’Koqueta’s name to support any women organizations?
Giving back is at the forefront for me. Given my product line, supporting the fight against breast cancer and working with Healthy Baby non-profits has always made the most sense to me.
What advice would you give to other women who have businesses in their infancy?
Do not give up. Obstacles will (not if ) get in your way. Just move on.
One thing I learned about myself was that I no longer had time to spend as I did before on my friendships. My time became so precious. I wouldn’t choose to just socialize anymore. It’s really hard to juggle friendships and you may have to accept that not everyone is patient.
What advice would you give to any woman who slips into her Dream Shoes?
Have no fear. I mean that. You have nothing to lose unless you try it. If you don’t go for it you will always ask yourself: “Why didn’t I at least try?”
Find a way to do it.
Have a question for Diane? Feel free to reach out to her mailbox here at In Our Shoes: DianeBenko@InRShoes.com.
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