Manufacturing
Apparel
Being Well Dressed for Life’s Journey
Summary: Selling apparel is about marketing an Image. But Jagged Edge’s owners say they inspire others through their lifestyle -- and with their mountain gear.
Quote: “The journey is our destination. It’s been an incredible experience.” -- Paula Quenemoen, executive vice president Jagged Edge Mountain Gear.
Margaret and Paula Quenemoen have the twin strengths of passion and
determination. At 39, these entrepreneurs are powering one of the hippest
apparel companies in the country.
In fact, the company, called Jagged Edge Mountain Gear, has a cult-like
following. The twin sisters have successfully married the thrill of outdoor
adventure with some ancient Chinese philosophies that emphasize life’s
journey, not its summit.
“We are allowing people a window into our lifestyle and our minds,” says
Paula, executive vice president of the Telluride, Co.-based company. “A lot
of people are buying into the dream.” Paula says that nature is her
sanctuary. Indeed, she says, the outdoors is where life treasures and secrets
are revealed.
The word is spreading. The company posted $3 million in revenues last year
selling all types of mountain gear, including jackets, pants, hats, gloves
and shirts. The earnings were captured from a robust catalog business, as
well as three wholly-owned retail sites throughout Colorado. They also sell
to another 125 retail outlets nationwide. While the company lost $400,000
last year, Paula says that Jagged Edge is ripe with potential and could gross
$20 million in revenues in five years.
Therein lies the paradox: Like most entrepreneurs, the women created a
business out of a long-held desire to succeed in the apparel industry. But
the idea has grown beyond their wildest dreams. Like all companies of
significance, they must now deal with employees, inventories and information
systems.
“From the business end, we need more muscle,” says Paula. The founders are
seeking a strategic partner, one who can acquire the company and take it to
the next level.
They’ve come a long way since the early nineties when Margaret was selling
her homemade headbands from a pushcart on the streets of Telluride. In those
early days, Margaret was living out of her car. But she landed a lucrative
contract with a Japanese vendor, breathing new life into her aspirations. She
then turned to Paula -- her soul-mate -- and asked for help.
Paula was then living in China and working for Occidental Petroleum. She had
been well known for her service to the poor but concluded after five years in
China that her family would take a renewed precedence. In 1993, the two
opened a shop in Telluride and lived on its premises. That’s where they
manufactured their mountain wear and from where they sold goods directly to
the public.
“Margaret and I are used to a meager existence,” says Paula.
Their story has captured the attention of some power hitters. IBM, which
handles Jagged Edge’s information systems, featured the company in its 1999
annual report to shareholders. Likewise, PBS profiled the business in a 1998
story it did on the trials and tribulations of small businesses -- a piece
that some business schools have incorporated into their curriculum.
The company’s biggest boosters, however, are its customers. Noah Bigwood owns
a rock climbing guide company in Moab, Utah, called Moab Desert Adventures.
He says he uses Jagged Edge’s products, calling them not only stylish and
durable but also necessary for anyone living the rugged lifestyle. “The
sisters are selling an ideal,” he says. “It is what distinguishes them from
the pack.”
It’s been a long journey. Despite the heart ache and frustrations, the twins
have grown both personally and professionally. The Chinese teach that from
“crisis comes opportunity” -- a way of thinking that has compelled the women
to remain committed.
“The journey is our destination,” says Paula. “It’s been an incredible
experience. Oftentimes I’ve asked: Do we turn back or keep climbing?”
The answer is invariably to march forward. The expedition is far from over,
albeit it could be led by new visionaries. Either way, their loyal troops
will continue the trek.
Company snapshot:
Company: Jagged Edge Mountain Gear
Founders: Margaret and Paula Quenemoen
Date of Incorporation: July 1998
Base: Telluride, Co.
Annual Revenues: $3 million
Employees: 38
Web Site: www.jagged-edge.com
Relevant Links:
www.moabdesertadventures.com