Interview with Jamal Robinson, Founder and President of DESIAR Hand-crafted Eyewear

Entrepreneur: Jamal Robinson
Company: Desiar; http://www.desiar.com/
Age: 27
Location: Fort Wayne, Indiana
Sales information: Average growth in sales is 365% to date over the last 3 years

Jamal Robinson is founder and president of DESIAR hand-crafted eyewear. This entrepreneur founded his eyewear company in 2011 and designs glasses for “style legends.” His eyewear is produced in Fort Wayne and can be purchased at Macy’s and other national retailers.

Tell us a little about yourself and how you got started in the fashion business?

I played soccer growing up and had the opportunity to play in college at The University of Central Florida. While I was in school, I received another opportunity to help launch a company and design their clothing line. The business wasn’t a fashion business, but I suggested to the owner a clothing brand would be a good marketing push to introduce his company to the market. He agreed and that was my first experience in the fashion business. The owner mentored me while I taught myself how to design clothing by reading and watching YouTube videos. After the one-year agreement was over, I wondered what I was going to do, as my eyes had been opened to fashion and entrepreneurship. That’s when I started enhancing sunglasses with Swarovski crystals which would later become the start of Desiar.

What was the inspiration for your company?

The inspiration behind Desiar (Des-E-Air) was always to create a product that enhances the way people live their lives. I began customizing sunglasses in my dorm room at UCF and people would say, “I look like a rock star.” It’s important to me that my product makes people feel great. That feeling is a continuous driver for me as a designer and leader of the company.

What were some of the challenges you faced in launching your brand and how did you overcome them?

Three of the main challenges I faced were developing our product, marketing and expanding our distribution channels. When I began designing my own product for Desiar there was a steep learning curve. I didn’t know what I was doing, but fortunately, I was able to ask questions, mixed with trial and error so things worked and continue to work out. With that, no matter the product, distribution is key. My team and I are always learning how to expand our distribution channels. What this means is that we are learning how to better find and educate our retail and individual customers. Once a customer is educated and exposed to the Desiar brand through marketing, there is a high probability that if they are looking for a pair of sunglasses they will select Desiar.

What are the benefits of running a company like yours from a place like Fort Wayne, Indiana?

People in Fort Wayne want to see other people from Fort Wayne be successful. They actively support business growth here. This doesn’t happen in every city. I’ve also been able to easily connect with other emerging and seasoned entrepreneurs in my community. Being able to learn from others is incredibly valuable, and people in our city are very open to helping others by sharing their own experiences. To me, Fort Wayne is a city with a small-town soul.

How does your brand stand out in the marketplace?

Our design is what catches your eye, followed by our unique materials. Our current collection features natural wood with mixture of acetate (plastic). The materials will change, but the core of our product will always be design that is distinguishable in the marketplace.

What are some of the ways you’ve been successful in marketing your brand?

One of the most successful ways we’ve marketed this year has been with pop-up shops at stores like Christopher James and Symmetry. A pop-up shop is where we display our sunglasses at an event while sharing the Desiar story with customers. We’ve also been able to partner and promote events in Fort Wayne that have been successful. Desiar is more than an eyewear brand; we strive to be involved with cultural events in our community.

With 2015 just around the corner, what’s next for your company?

Our focus is to continuing to work on producing the best possible product. We are expanding our distribution channels and enhancing our customer experience on all levels, from individual to retail. We’re going to continue to challenge ourselves to learn and improve, every day.

 

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