Boutique Chat #218: Building a Brand from Scratch | Michelle Manningham, founder of Texi Boots

Hey, guys, it's time for episode number 218. And if you've ever thought about creating your own line and manufacturing a product or even working deeper in the wholesale side of the industry, you're really going.

To like today's episode because our guest is on fire.

Let's talk about your business strategy and the juicy details of what actually works, from mainstream fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company and do it with a balance and the happiness that we all seek? Let's hear from those insiders, experts, and strategists that actually make it happen. I'm your host, Ashley Alderson from the.

Boutique Hub, and I can't wait to chat.

Hey, guys. Today's guest is one that is so on fire for her work. I can't wait for you to hear her story and some of the truth bombs that she's going to drop today. Michelle Manningham, as you might know her from her pink hair, is the founder of Texy Boots with the original pink sole. Today, Michelle's gonna talk to us about what it was like to have this idea that she wrote down in a doodle on a piece of scratch paper and how she took that idea to over 400 different manufacturing contacts and heard no all but one time. And it was that one yes that sparked a competition between manufacturers to create and carry her product. Today, we're not just going to talk about manufacturing your own line, but Michelle also owns a brokerage firm called Pink and Associates. So today we're going to talk about what it takes to get your products carried by the mass markets, what it takes to work in wholesale, how to be a better brand rep, and really what's happening in the evolving and changing side of our wholesale industry. Now, Michelle is not only passionate about her own business and supporting other businesses that she works with directly, but she really passionate about supporting entrepreneurs as a whole. You know, it was through Michelle's time working with the international brand Poo Pourri, if you're familiar with them, that she was so inspired to start to help other entrepreneurs as well. So Michelle also founded the Heart and Soul Conference, which hosts over 200 aspiring entrepreneurs annually. Guys, there is some real, real truth bombs here, I promise. Some, like, mic drop moments. So I can't wait for you to hear from Michelle directly. And plus, you have to stick around to the end because we thought we'd throw in fun giveaway for you guys today that I know you're going to.

Love to check out.

So without further Ado, let's visit with Michelle.

Hey, guys. I'm so excited about our guest today on the show. If you haven't followed Tuxi boots yet, the boots with the pink soles, number one, you have to do that. But number two, you have to listen up because Michelle Manningham is joining me today on the show, and we are going to drop some serious truth bombs today about what it means to create a brand, what it means to work with manufacturers, and also our take on what's happening in the wholesale industry today. So, Michelle, are you ready for this?

I am so ready. Thank you so much for having me.

Oh, man, I feel like I've been your Instagram stalker for a while.

Like, I've watched what you've been doing with Texie boots for a long time. So when you and I had the opportunity to meet in Dallas, I was so excited because I really admire everything you're doing.

I think that makes two of us. In fact, I was talking to my fiance this morning and he was like, how do you know Ashley? I was like to say that I had been stalking her would be a true fact. Not gonna stop you. And I met, and I'm not sure how I ended up tracking down your cell phone number, but I was like, I have to meet Ashley. I love what she's doing. Oh, man.

I love Instagram for that reason. I love it when Instagram friends become real life friends.

So kudos.

I know you have so much value to share today on so many different fronts, so I want to get right into it because I know our listeners are going to love your story if you would go back to. I think Texy Boots was really kind of your jumping off point into this whole industry. First, tell the listeners a little bit Texi Boots as it is today, if they aren't already familiar, and then give us the backstory of how it got started.

Okay. The backstory is where it gets really juicy. But today, Texi Boots, we've trademarked the original pink sole cowgirl boot. And I just love the fact that it's a brand to wear. If you're wearing a pair and you see another girl out and about wearing a pair of those boots, you have an instant friend and you'll recognize that sole anywhere. And the passion behind is we give back to female entrepreneurs. So if any girl buys a boot, 10% of that goes back to other other female entrepreneurs. So that's kind of what I call the heart behind the soul. But you can't miss them. I've only released three styles, so far, but I've got 13 done and in the hopper for the next two years. So we've got a lot in the pipeline. Awesome.

Where do most people pick up Texie Boots? Do you mainly go direct to consumer or do you have boutiques or more big box stores that carry the brand?

Yep. So right now it's just direct to consumer, so people can only find them online. However, I've been in the wholesale industry not with Texie Boots, but with other brands for a little over three years. And I've since kind of transitioned some things, so I've got more time to launch Texi Wholesale. So in August, Texi is officially going to make her wholesale debut at the Dallas Western Market. So I can take a lot of the stuff that I've learned through the industry and actually apply it to taxi boots, which I'm really excited about.

Awesome. Well, we'll be there. We'll be there to cheer you on for sure.

That'll be awesome.

So cool. All right, well, tell us how the.

Idea got started, because I think your story is really interesting about how you went for it.

Right.

And found a manufacturer and you made the dream a reality.

Yeah. So I knew nothing about manufacturing, but 19 years old actually is when the dream hit me. And it was kind of a surreal moment that I will never forget. I was shopping. Well, at the time I was 19, I didn't have a lot of money, so I really was window shopping on Michigan Avenue. And I saw this lady walk out of Chanel. And I swear she looked like she was wearing $30,000 worth of clothes and jewelry. And I mean, she just. She looked like she had just walked off a Christian Dior Runway. And like a stalker, I just sat there, I locked eyes with her, and I literally watched her just walk across the street. And that was the moment that I said, I want to design something that I will one day just be walking and shopping and see women walking across the streets wherever I am wearing something that I had designed and that never left me. And at the time, I was married. I was married for seven years. And he was not supportive at all of me pursuing that dream. So seven years later, once, you know, I went through a divorce with him, I went back and got a full time corporate job. Him and I had a business together, which is why he wanted my focus there and not on my dream to build the boot brand. But I knew I still wanted to do it, but had no clue where to start. And so I started buying up used boots at antique shops. First of all, who would Want to buy that? Anyway, like, I used boot, but then I started buying arts and crafts and crystals from Michaels and Dreamtime Creations and I literally started gluing crystals onto these used boots that I bought and started trying to resell them. And I was the vice president of marketing for a trade show management firm during the day at the time. And then at night I would come home and glue crystals onto my boots and try to resell them on Facebook, which was not successful. So I still have every pair I ever crystallized.

Perfect. So how did you get it from that point where you were hand making all of these upcycled boots? How did the light bulb hit you of like, oh, this is how I actually get into manufacturing and start finding a partner that can produce this boot for me.

Well, once I realized it was going to take me about 80 hours per pair, I was like, I'm going to be 80 years old and have sold, you know, 10 pairs of boots because it takes forever. And it was actually, I left the job where I was at as the VP of marketing and I transitioned into the wholesale industry, actually working for Poo Pourri Corporate. The spray before you go, toilet spray.

Yes.

And I'm sure everyone's seen the hilarious commercial. Well, the owner of Poo Pourri, Suzie Batiz, who by the way just made the Forbes list Of the top 100 self made women in the world next to like Reese Witherspoon and Oprah, she was like, you've got to start pursuing this Texie boots dream. Why don't you find a manufacturer? And I was like, what's a manufacturer? You mean I don't have to glue all these crystals on myself? And she's like, no, honey. And so I just started Googling like boot manufacturers. I started Googling anyone and everyone that had anything to do with, with leather production or leather products. And I sent out a total of over 400 emails to anyone that if they made leather belts, if they made boots, and their website was completely in Spanish, I mean, it didn't matter, asking them if they would be willing to private label or knew of a boot manufacturer that could help me get my boot design off the ground. And I got one email reply back out of the 400 plus that I sent out. I'm pretty sure it was one line translated in Spanish that said we can make boot. And then I was like, okay, well, I had this one little sketch of a boot that I had doodled in a journal and I highlighted the sole pink, literally with a pink highlighter. I was like, all right, well, this isn't really like a tech pack. I don't know if I can just like scan and send him my doodle sketch, which I need to let you see because it's hilarious. So I tried to make a better doodle sketch and sent it to them. Well, fast forward seven months. My sample boot came back and it was horrible. Like it was literally the ugliest thing I'd ever. I wouldn't have even paid $10 for it. So I just went back, I did round two of 400 emails at this point, instead of asking them to private label, I asked for referrals, got one email back and I went through the whole cycle again. That boot seven months later came back and it was horrible. And so I decided I would just walk a western market and because I worked at Poo Pourri, I could get a badge. So I got in and I just started walking just to see what these other boot brands are doing. I was like, maybe I can meet a manufacturer. And I ended up meeting La Daine, who works with Macy Bean Boots and.

One of the nicest human beings on the planet, ladaine.

Literally, I tell her that she is White angel because I started talking to her and then ended up reaching out to her after the market. And I was like, do you think you would be willing to private label boots for me? And she was like, well, no, honey, I mean, I personally don't make the boots, but I can introduce you to a manufacturer that might be able to partner with you. And so she made an introduction. I, of course, was a nobody. I didn't even have a website up at that point. I had no social media handles. If they pulled up my Facebook page, it was my blinged out boots that I had done in my parents house. So they blew me off. So what I did was I called another boot manufacturer, booked a facility tour with them, and then called the one back that ladaine had said. And I said, I'm gonna have a facility tour with one of their competitors. So I think it would be in their best interest to meet with me or I'm gonna have to go meet with so and so. And they agreed. I drove nine hours one way for that meeting with my sketch, my doodle in tow. And I swear I was shaking the entire way. I had to drive through the night for that meeting and it was like a 30 minute meeting that literally changed my life. And we ended it on a handshake that yes, they would be willing to manufacture the line, but the difference was I had to have the vision. So, like, I saw where it was going. I saw the jet planes, I saw the brand. I saw the. The giving back and impacting female entrepreneurs. Like, I saw the brand so clearly before I stepped in that I don't even think they paid attention to that sketch because it was literally the passion that I had sitting across the table from them that they were willing to take a risk on.

Oh, my gosh. I love this story for a hundred reasons, but number one, like a. How does a person send a total of 800 emails and get two kind.

Of yeses that ended up falling apart, right?

And then have the tenacity to, like, leverage two manufacturers like that, which was brilliant. And then, I mean, just to go all in with that same doodle sketch. So many people could have gone into that situation and given up and been like, oh, it's too hard. Oh, it's not for me. But if anyone's met you in person.

Like, you have a fire about you.

How did you dig deep enough to have that drive and determination and to know this is the right even when.

You felt like you were out of your league? It started years before I even started gluing those crystals on the boots. So much of that digging deep comes from. And I hate to say this, because people really can start anytime, but I pour into myself mentally every day from even your podcast, you know, podcasting, reading. And I know all of this sounds so cliche, but I had changed so much of my mindset that I didn't even understand the word no. Not having it wasn't an option, and so it wasn't a matter of would it work. It's just when will it and with who. You don't just get that overnight. That's a daily filling yourself up and getting your mind right. So when you go out there, your armor is what you've. You've built within.

Man, I hope everybody, like, pauses and hits rewind to hear you say that, because it's a choice, right? And everyone has the same opportunity to make that choice, no matter what their dreams are. But you just have to dig deep to find that and mentally prepare yourself that no is not an option. I think that's beautiful. So if someone is listening and they're at home with a product and they're like, gosh, I want to find a manufacturer. After everything you've been through and, you know, now having this line, where would you tell somebody to start if they were wanting to start the manufacturing process?

I don't want to say. I'm an expert on Manufacturing. But you know, for me, I just started, started scouting other companies that already existed, doing what I had wanted to do. And then, I mean, literally I was googling boot manufacturers, boot manufacturers in Mexico, boot manufacturers in Spain. But I also started looking up companies that currently existed in the boot world and try to find out where they were manufactured. Some companies are willing to private label, especially nowadays with the shift in retail. So if someone has a great product idea, you know, there may be another company that may be willing to private label for you. I mean, you'd want to make sure that you've got your trademarks and you know, if there's anything within it you can differentiate or patent or whatever, like you protect yourself. But just starting, start somewhere, do something in the direction that you want to go, even if it's just a stinking Google search.

Right. And I think one more thing that you mentioned earlier was the value of that meeting with ladayne that you had. You know, this entire industry is about relationships, right. So the more people you know, the better. And it's all about creating win win scenarios and friendships with people you meet along the way.

Yeah. And I love what you say. You know, with the boutique hub, it's community over competition. And I don't necessarily feel like I'm in competition with anyone because the mission for that brand is to help inspire and support female entrepreneurs and there is enough business to go around everywhere. So even if they don't have a big mission behind their brand, you just have to be clear on your value proposition and what you bring to the table and there's room for everyone. Absolutely.

So talk to me about that mission to support female entrepreneurs and where that came from and how Tuxi Boots gives back today.

So it all goes back to poop spray Susie, the founder of Poo Pourri. She pushed me and she used to always tell me, girl, you just need to get out there and fly like this is your time, start chasing your dreams. And I was working for her as an employee, yet she had such a passion. A mission for women to just break out and actually find your genius and find that little thing that's hiding inside of you that you are trying to ignore that actually exists and actually start following it and pursuing it and you could change the world. So she pushed me. And I had just decided that, you know what, I really beat my head against the wall trying to get to the point that I was shaking hands over the table with that mean.