Nancy Zeffman’s journey as a co-founder of Cucumber Clothing, a fashion start-up, has been a remarkable adventure marked by determination, innovation, and a commitment to sustainability. With a background in advertising at Saatchi & Saatchi and her co-founder Eileen’s experience in the fashion industry, they brought complementary skills and a strong friendship to create a brand that has gained recognition worldwide.
The Birth of Cucumber Clothing
Cucumber Clothing came into existence in September 2017, and since then, it has been a thrilling roller coaster ride for Nancy and Eileen. While the day-to-day operations of a business can be all-consuming, they recognize the importance of taking a moment to acknowledge their achievements. Regardless of what the future holds, they have successfully launched a brand that has become recognized and cherished by customers around the world.
Three Key Characteristics for Launching a Brand
Nancy identifies three essential characteristics required to launch a successful brand:
- Determination: Launching a brand demands unwavering determination and a wholehearted commitment to seeing it through.
- Organization: With the multitude of tasks involved, organizational skills are crucial. Prioritization plays a significant role in managing the workload.
- Prioritizing Self: It’s essential to prioritize personal well-being to support the business effectively. Both co-founders need to be mentally and physically fit to navigate the challenges of entrepreneurship.
The Organic Foundation of Cucumber
The inception of Cucumber Clothing was organic, driven by Nancy and Eileen’s love for working out and wearing comfortable gym attire. They realized that their workout clothes were so comfortable, crease-free, and easy to care for that they often wore them throughout the day. These materials kept them cool and dry in various activities, from trail running to hot yoga. Their light bulb moment was the realization that they could replicate these qualities in stylish, everyday luxury clothing that combined fashion with function.
As mothers with more time on their hands as their children grew older, they believed Cucumber could seamlessly fit into their lives. However, they soon discovered that launching and running a start-up demanded far more than they had initially anticipated. They committed themselves fully to the venture, giving up other work commitments and embracing the challenging journey of entrepreneurship.
From Nightwear to a Fabric-Led Fashion Brand
Cucumber Clothing began with a small collection of six pieces of nightwear in two colors. The overwhelming positive response from customers revealed a gap in the market for performance-oriented, luxury fabrics that enhance the wearer’s experience. This realization led them to evolve into a fabric-led fashion brand designed for use 24/7, whether at home, work, or while traveling. Cucumber provides solutions for the busy lives of women, offering comfort, style, and functionality.
Innovation and Sustainability as Hallmarks
As a small start-up on a limited budget, Nancy and Eileen adopted unconventional approaches to achieve their goals. They pride themselves on their unconventional thinking, both in how they get things done and in the products they create. They see themselves as educators, challenging the misconception that technical fabrics can’t be sustainable and luxurious. They aim to debunk the myth that human-made fibers can’t be both eco-friendly and luxurious, emphasizing that they offer soft, beautiful fabrics with modern technology benefits.
Challenges and Uncertainties in Today’s World
Like many businesses worldwide, Cucumber Clothing faces the challenge of navigating the uncertainties brought about by recent global events. Nancy acknowledges the loyalty of their customers and hopes for a return to normalcy soon. These times are difficult and uncertain for everyone, but Nancy and her co-founder remain dedicated to their mission.
Lessons Learned: The Value of Customer Service
Nancy shares a valuable lesson they learned early in their journey when they decided to outsource their fulfillment process. While they aimed for brilliant customer service, relinquishing control over a part of the customer experience led to issues like incorrect orders, double shipments, and boxes labeled ‘shoes’ instead of clothing. It underscored the importance they placed on maintaining excellent customer service.
The Power of Kindness and Sustainability
The Cucumber Clothing team consists of just Nancy and Eileen, although they are excited to be hiring their first additional part-time staff soon. Kindness is their guiding principle, both in their work and in their commitment to sustainability. They acknowledge the support they’ve received from others and their interest in creating a better world through sustainability and circularity.
From the start, they were mindful of the environmental impact of their brand. While they recognize that any production leaves a carbon footprint, they are dedicated to minimizing theirs while supporting the local economy. While they may not be perfect, they continually strive to improve with each new collection, a significant feat for a small start-up fashion brand.
In conclusion, Nancy Zeffman’s journey as a co-founder of Cucumber Clothing reflects the spirit of determination, innovation, and sustainability. Through challenges and uncertainties, Nancy and her co-founder have created a brand that not only offers stylish, functional clothing but also challenges preconceived notions about the compatibility of luxury and sustainability. Their story serves as an inspiration to entrepreneurs pursuing their passions while striving to make the world a better place.