This is an interview with Factory45’er Kaya Dorey about the launch of her brand NOVEL SUPPLY CO. With the help of a Kickstarter campaign, Kaya is raising money (update: has raised money) for her first production run of conscious apparel for the urban adventurer.
Can you give us a brief overview of your brand and the pieces you're pre-selling?
NOVEL SUPPLY CO. is conscious apparel for the urban adventurer. My line is made up of three comfy, casual, gender neutral styles made from all natural hemp and organic cotton including:
The Cabin Crew, The Adventure Tee and The Muscle Tank.
My brand connects with adventurers who love active lifestyles and mindful living, but also care about their style. The goal for NOVEL is to provide people with conscious apparel that doesn’t sacrifice style. Rad graphics created by local artists keep our designs fresh and manufacturing locally allows for transparency throughout the manufacturing process.
Why did you choose to launch your brand through Kickstarter?
I chose Kickstarter because I was familiar with the platform and I had seen several other entrepreneurs (including Shannon and my fellow Factory45’ers) have success with their campaigns.
Kickstarter’s branding is super on point and their website is easy to navigate so I thought it would be the best fit for my campaign. Also, the demographic of people that use Kickstarter, or even know what it is, fit with my target market.
You've done months of prep. What helped you keep up your momentum and motivation?
As I am still working full-time to help fund my business and life, it was crucial that I work somewhere that was relatively flexible, with people who supported me from the get-go. I am so grateful for my team at work and their constant support and motivation.
Also, my guy – and marketing guru – has been an integral part in helping me to launch this campaign, manage my time and has been there every step of the way to cheer me on. He believes in me sometimes more than I believe in myself and has been crucial in keeping my fire stoked.
My friends and family have also helped me maintain momentum not only financially but also just by believing in my vision, connecting me with the people I need to know and constantly encouraging me to hustle.
Can you give us a little insight into your campaign strategy? What has been working and what hasn't worked as well?
Stoke my networks. The NOVEL tribe is made up of some of the raddest, most supportive people. They are the adventurers, they are the ones who make conscious decisions about what they buy, they are the ones who are making sustainability cool, and they love all things creative. They have also turned out to be the mavens of my campaign.
I am super lucky to have collaborated with some of the most talented and creative entrepreneurs in Vancouver and, because of that, I have a solid lineup of visual content that will help spread the word about NOVEL. Stay tuned 😉
What do you do when self doubt starts to creep up?
When self-doubt creeps up – which, I can tell you, it does – I go to the mountains, I have my friends over for a glass of wine, I have a good cry, I go stretch it out with some yoga, or take a timeout for myself and meditate. It's the only way to tame a creative mind.
What's your favorite reward being offered in your campaign?
I love what I have come up with in terms of NOVEL apparel, and maybe I’m a little bit biased, but hey, my heart and soul is in The Muscle Tank, The Adventure Tee AND The Cabin Crew.
BUT, my favourite rewards being offered are the ones that I collaborated with others on! The growlers are sick! The handmade and hand-painted paddles are love at first sight! And, the designs, whether they are on the postcards, prints or NOVEL apparel are on point! It’s impossible to choose a favourite and I guess I haven’t really answered your question. Sarry.
If you had one piece advice for someone considering launching a Kickstarter, what would it be?