Today we’d like to introduce you to Jocelyn Baroody.
Jocelyn, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
It really all started as soon as I could pick out my own clothes, influenced by my mom’s keen trendy sense of style, plus there was Barbie. As far back as I can remember I’ve always been into fashion, loved expressing myself through what I wore. Growing up in New York, I was amidst inspiration. My dad’s work brought home high-end style magazines consistently in reach so I grew up flipping through the pages of Elle and have never stopped. My fifth grade yearbook says, “future career: fashion designer”. In high school I recycled old clothes, took them apart, and sewed them back together. Any type of art was really satisfying for me, fun and came easy.
Senior year of high school, I landed an internship with Tommy Hilfiger in which I got my first view into the world of corporate fashion. That’s when I knew for sure I had to apply for a design program. I studied apparel design at Marist College, where I continued internships to pave my way with Nanette Lepore, Armani Exchange and went on to complete a semester abroad at the London College of Fashion, where I truly found myself as a designer.
After graduating I was hungry for a job and went to over ten interviews, specifically targeting accessories. This decision was key in my path and is such a big part of how I landed here today. Through creating and hand-making my own bags and hats in select London classes, I learned that accessories are more like sculptures, pieces of art that no matter what the size of an individual, everyone could wear that one, same masterpiece. Clothing design all of a sudden felt too restricting and challenging since all bodies are vastly different.
Five months following graduation, I ecstatically accepted my first job with Helen Welsh in New York City. It’s really hard to put into words how that experience shaped me. Helen taught me the ins and outs of accessories and gave me so many opportunities to grow and become my best, including traveling overseas to work first hand with manufacturers. Little did I know that my job would continue to bring me on such trips, sometimes four times a year. One of the most important things she taught me was to never say, “I don’t know how.” She told me to go back to my desk and figure it out. Although scary at the time, her confidence in me was like a magic wand. After that day, there was no turning back and of course I figured it out time and time again. I furthered my career for a total of ten years working for a handful of companies on brands including Maxx NY, Rachel Zoe, Tignanello, Tyler Rodan, Jonathan Adler and Juicy Couture to name a few.
When life happened and I went on maternity leave just three years ago, I decided it was the right time to say goodbye to my grueling time working inside the industry. That’s when Plum Dilly was born.
Has it been a smooth road?
Fortunately, I had saved and planned for this for quite some time, dating back to my first savings account that my mom had to open with me because I was so young. I didn’t know it would be Plum Dilly. I honestly had no clue what it would actually be. But I always knew when the time was right; I’d put my longtime, hard earned savings towards the dream. So, in big ways yes it has been smooth for the most part because I didn’t have to stress about the investment in my business. I’m a planner and thanks to my experience with doing the job of multiple people for various companies, every choice and decision is carefully made with knowledge behind it. I was adamant that if I was going take this leap, it needed to be enjoyable and I wanted to take my time and do it right.
The biggest struggle lies within the product development part. Making the decision to manufacture overseas was mine and I willingly took on the risks and frustrations that come with it. My teams in China deserve much credit as they put my ideas and specifications into real action that I could not do without them. We are building relationships and talk daily. Although it can be maddening at times, the positives outweigh all of that. What we are doing together is an extraordinary thing. I have already made mistakes and have lost sleep but the struggles make the reward that much sweeter when I finally get the final product close enough to the initial vision.
So let’s switch gears a bit and go into the Plum Dilly story. Tell us more about the business.
I’m a one-woman show, solely designing and executing all product, website, logo, branding plus marketing and social media posts and artwork. I like to use the term “mompreneur” because until a week ago, there has been no nanny, babysitter or daycare. All the work happened when my son was sleeping. Even now, as I write this I wonder how much I can accomplish in the small two and a half hour window while he is at preschool. I launched Plum Dilly a little over eight months ago with plans to continue growing. The brand was born with the maverick mom in mind. The idea is to provide functional products for your job as a mom in the most “cool-mom” sort of way.
We are currently selling baby proof necklaces, otherwise known as “chewelry”. Original pendants on eco-friendly cords, designed to make you feel happy and safe from harm by your littlest loves. The concept of the teething necklace was already out there, it has been for years. With that said, I commend whomever is responsible for the first one. However when it came time for me to purchase one for my teething baby, I just couldn’t bring myself to do so. The styles felt outdated, saturated. I quickly realized, the endless brands making and selling these necklaces were using existing beads and pendants from the same suppliers. What sets Plum Dilly apart from the others is the unique pendants, designs belonging only to us, with multi-colored details and effects. My goal was to make sure my styles looked like real jewelry, something I could and would still want to wear even if my baby wasn’t teething. I didn’t want to compromise my style and desire to look cool just because I was a mom and couldn’t wear my beloved necklaces anymore around my kid. I wanted to wear these necklaces and no one would know that it actually had a side function as a teether. I’ve also put a big emphasis on the cords, making sure not only the pendant was interesting and unique but also what it was hanging on. All that to say, I think the product speaks for itself in terms of individuality. I have three new designs on their way before the end of the year and let’s just say I’m tapping into my handbag expertise for the New Year. Stay tuned, there is a lot to be excited about and anticipate.
I’m most proud of what I have been able to accomplish all while putting my best efforts towards being a mom. I used to wonder why stay-at-home-moms complained; after all, they didn’t have to work and could spend all that time with their kids. Once given the opportunity myself, I take back every thought I had or said out loud. Being a mom alone is the hardest job I have ever had. So the fact that I have been able to build this brand and watch my dreams come true at the same time that makes me gratified.
I’m also extremely proud of the quality and respectability that my brand holds. Customer feedback has been incredibly positive. When I get samples, I test wear everything myself, gauge the reactions of people around me and immerse myself in the product so that I know I’m offering something worth spending money on. I like to make sure that the designs I’m offering can be worn in endless different ways and can be styled uniquely by each customer. Plum Dilly effortlessly keeps the fun alive amongst your wardrobe with the added bonus of convenience through thoughtful functionality.
What role has luck (good luck or bad luck) played in your life and business?
I’m not sure I believe in luck anymore. I believe in the phrase, “make your own luck” because at the end of the day, it’s what you believe in and the power of positivity. I whole-heartedly believe in myself, this business and all that I create. My husband has played a huge role in showing me how to add much more positivity into my life. Meeting him felt really lucky, if we are calling it that. Moving to Texas also feels really lucky but when I get “lucky” I see it more as a divine gift from someone or something bigger than me. This is probably a collective lesson from my number one influencers, mom and dad plus some special people I have met along my journey. Throughout my life, unfortunate things have happened and one could say it was bad luck. I like to say there is no such thing as bad luck, because those things got me to where I am. It’s important to remember that all things happen for a reason. Life changing events can feel like terrible luck when they are happening, and sometimes it feels as if there’s just no explanation. However, if we can be patient and open ourselves to what happens later down the line as a direct or indirect result, the outcome can be very surprising.
Pricing:
- Gemma – $44.99
- Gypsy Queen Aqua – $44.99
- Gypsy Queen Mauve – $44.99
- Bundle all three styles – $125
Contact Info:
- Website: www.plumdilly.com
- Phone: (512) 956-7924
- Email: info@plumdilly.com
- Instagram: https://www.instagram.com/plumdilly/
- Facebook: https://www.facebook.com/plumdillybrand/
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