We believe when you love your outfit you have a better day.
We believe the first thing you put on sets the tone for your day.
We believe women of all shapes and sizes should look in the mirror and like what they see.
We believe in simple, beautiful intimates. We don’t do bows or major push-up. We’re happy if you like that, it’s just not why we’re here.
We stand for equality in the workplace.
We work hard and enjoy a well made bourbon cocktail sometimes.
We believe in self-expression and that you should define the rules for your closet.
We believe Elle Woods and Cher Horowitz are our spirit animals and when we grow up we want to be like Tess McGill.
What’s your background?
I was born in Wilmington, North Carolina, so I you could say I’m a Southern belle. After high school I headed to San Francisco to pursue a degree in Fashion Design from FIDM. Next I moved to New York, where I designed for mass market retailers, celebrities, department stores, Bloomingdale’s, Macy’s, Target and Forever 21, to name a few.
How did you get in the industry?
My mom said I was pretty picky about my outfits starting at age 2. I started my first company at 16 years old, making dresses out of my parents home because I didn’t like the shopping options in my home town in North Carolina. People asked to make dresses for them as well, and my early days as an entrepreneur began! I’ve always loved helping someone find an outfit they’re obsessed with. When a woman finds an outfit she loves that embodies the point she’s trying to make, it shows through in her eyes. To me, this is one of the greatest feelings in the world.
How did you start your business?
I started the company out of my apartment about a year and a half ago, and we’ve been growing slowly ever since. We’re still a small startup, but we now have an office and showroom in West Hollywood.
Where we can buy Jewel Toned Shapewear?
On our website at shopjeweltoned.com
How did you got inspired to pursuit this venture?
As a lingerie designer, I’m always talking to my girlfriends about their underwear. I noticed they all had one thing in common – no matter what size they were, they hated their traditional shapewear. Something that’s designed to compress you down to a smaller size is just never going to be that comfortable. That plus the unflattering beige color really made my friends feel bad about themselves. I knew I could create something new to solve this problem.
Jewel Toned is body-positive shapewear without the shame. We feel that every size is the right size, which is why our garments will not compress you too much, but just smooth things out. They’re comfy, supportive and stylish, and only come in black and bright colors because they’re meant to be seen. There hadn’t been a new, vertical, major intimates band in a while and I felt I was the person to do this.
What has been the most challenging part?
Where do I start? At times it is a very lonely path. I’m making so many decisions every day, and only a few of them have to do with fashion or design. It’s hard to know 100% that I’m making the right decision. However I do have a great team of people who work for me, and I’m so grateful for them.
How is a normal day in your life?
I’m sure anyone with a startup would say the same thing – the only thing normal about my life is that there is no normal. You’re constantly putting out fires that pop up out of no where. Sometimes I’m in sweatpants all week, then there are weeks when I’m getting my hair an makeup done and meeting with people I never dreamed I’d ever meet.
Best advice ever given?
My grandma told me you can be anything you want to be and to not see limitations.
How do you feel about the controversy of the size 0 in the industry?
I don’t really pay attention to sizes and I don’t think anyone else should either. I just advise women to dress in what makes them feel comfortable and confident in.
You will never please absolutely everyone, so do what feels right for you.
Who is your biggest beauty inspiration?
Because I have long, straight black hair, my friend says I look like “Morticia Barbie.” I guess you could say a mix of the two.
How do you spend your spare time?
I try really hard to make time for yoga and travel. I’m always traveling for work but sometimes you just need to go to a remote beach somewhere far away, unplug and loose the phone for a bit.
Any advice to women out there?
There has been a noticeable shift, especially in the last year or two where there’s suddenly more support and encouragement for women. It feels like we’re taking the conversation back around what we’re “supposed” to look like and how we’re expected to behave. Women before us have been breaking down barriers for generations, and working so hard to do it. We’re so lucky that we don’t have to start from scratch. My advice is that pretty much anything is possible. Whatever you want to do, make a plan and start doing it, or start learning how to do it. It might sound cheesy but you really can make your dreams come true. Now is the time! Choose your thing and stay persistent.
Any future plans you want to share with us?
There are so many exciting things happening for Jewel Toned in the near future. We just launched a new website and new products are soon to follow! New colors, new fabrics (including lace) and new styles (including a great bodysuit). Plus there’s big news planned for Fall and we look forward to sharing our journey with everyone on social media!
Name 3 things you can’t live without?
My dog, Barbara Walters – she’s a mini Pom and she goes everywhere with me. Next I’d say my passport and Loubs.
How important is Social Media for your business?
Social Media is so vital for Jewel Toned because it’s a direct line of communication with our customers. We love feedback about what colors to do next and styling ideas for the Major Mini Dress. We encourage them to tag us in their Instagram posts with #jeweltoned and #sugarfreeselfie. Sometimes they show us things we haven’t thought of yet and it’s so great.
Where we can follow you?
Vibey 70s jams and 90s grunge. I feel like there aren’t new real rockstars around these days. I also like electronica like Thievery Corporation when I travel.
Food: I’m a huge foodie. I love anything where the chef is really expressing themselves through their dishes. I like the fish tacos from this stand by my house and Pad Thai from the night market in Bangkok. I had the meal of a lifetime at Wolvesmouth, Craig is really making art through the vehicle of food. I miss my grandmother’s cooking, she made the best cheese grits on Earth.
Travel destination: Bali is truly heaven on Earth
Movie: Dangerous Liasons
Tv Series: Silicon Valley
Restaurant: Eveleigh in LA and Lil Frankie’s in NYC