by Jan

Follow your instincts. It’s an old adage that rings true time and time again. And it’s true for Jenni Rogoff, founder of Froglynns, makers of fun and funky hats and accessories. Settle in on the porch with us as we talk about creativity, inspiration, and instincts.

"My creative business journey has been a very personal and spiritual one," says Jenni, and so it has.

Having long desired to pursue a career in fashion design, Jenni studied at the International Fine Arts College in Miami, Florida. Upon graduation, she decided to venture into business for herself, despite what a certain famous designer had advised. "When I was still in school, designer Bob Mackie (renowned late 70s, 80s and 90s American designer who designed all of Cher's crazy outfits) came to speak to us. A fellow student asked him [what was the best advice he’d ever received regarding creative endeavors]. His answer, in so many words--‘don't go into business on your own right off the bat; work for someone for a few years to gain the experience.’ I guess I am not so good at heeding advice!"

Jenni’s decision to become self-employed stemmed partially from her lack of desire to move to New York City or Los Angeles and participate in the mad race of a big city. She wanted to be able to choose where she lived and also what she designed. During school, her interests and studies had focused on athletic wear, but "I knew that unless I won the lottery and was able to hire people to help me, a full line of athletic wear was highly unfeasible," she says.

Jenni’s personal ethics and values were additional reasons for branching out on her own. "I am a vegetarian borderline vegan (I don't wear silk, wool, leather, fur--I do eat a touch of cheese when I am out though, so not completely vegan.). I am also an environmentalist and a believer of fair trade. The list goes on and basically counteracts what mainstream America delves in on a daily basis. Fashion in general is not the most conscientious of industries. My options for outside employment were pretty slim. Finding a company with aligning ideals and values, plus being located where I wanted to be--a very low percentage. So basically my criteria for employment were to be realistically met if I went into business on my own."

Fashion in general is not the most conscientious of industries. My options for outside employment were pretty slim.

Now comes the part of her story where following her instincts is key. "I woke up in the middle of the night one fine summer evening after graduation and had an epiphany of sorts--for some unique hats. Also the seed to move to Colorado [where Froglynns is based] was planted this same midnight awakening."

Two months later, Jenni was packed up and driving across country with her cat-buddy Simon. She started Froglynns Incorporated in January of 1997, offering men's and women's wintersport hats and other head accessories (earbands, neck gaiters, that sort of thing).

That first season, Jenni didn’t obtain any accounts. She bartended at night to support herself and her new company. She kept the faith and finally landed her first account in Breckenridge, Colorado (on a consignment basis) in the late 1998 season. "I will never forget that day nor this particular store, The Breckenridge Hat Company, for taking a chance on me. They now are one of my biggest accounts--no more consignment! The ball then started to roll. And still is."

So what is a day in the life of a hat designer with her own business like? "It varies tremendously depending on what time of year it is," says Jenni. "I am either designing (this is where I am now--November through January), or traveling to peddle our fine wares (January through the end of April), or going to fabric shows (October), or mantaining our accounting (constantly), or boxing and shipping orders (August through January), or preparing for manufacturing (May through mid June). Or taking it a bit easy, enjoying life and overseeing manufacturing (mid-June through July). What is so great is that it changes daily so there is always something different to work on."

The business has grown from having that one account back in 1998, to having so many orders that they couldn’t feasibly manufacture them all on their own. So, in 1999, Froglynns joined forces with a local manufacturing company, Laura Amidon Design & Production. "Our relationship is a dream come true. We are a perfect match. And in this industry this is so very rare." The business continues to grow, so much so that Jenni’s husband, Jeff, was able to come on board last year. "We work side by side to make this business happen. He is a partner in so many senses of the word."

"The last major growth for us applies to the design aspect of our company," says Jenni. "We started off very snowsport-oriented. Last season, which is selling in the stores this season (fashion is always one season ahead in its creation and design), I took the risk of offering more fashion-oriented styles for woman and girls. We also added scarves and mittens. To my delight, they took off and were so well received. This step really solidified our direction as a company. We specifically cater to middle to upper-end specialty boutiques with products for women and girls."

While her business has grown each year, it hasn’t been a completely smooth ride. She has often found herself asking, "How are we going to make it and thrive in an industry that we barely align with ethically and value-wise? It took time, patience and a lot of struggling to strike the balance we have now," she says. "The biggest struggle was to believe strongly enough in who we are and not falter when the pressure starts to build-- [to] stand firm and keep moving forward."

The biggest struggle was to believe strongly enough in who we are and not falter when the pressure starts to build-- [to] stand firm and keep moving forward.

It’s a lot of hard work, running your own business, whatever it is that you make or provide. What about the creative stuff of a fashion business? Jenni says fabric and mood motivate her creativity. "By mood I mean where I am, what I am absorbing, what I am feeling," she says. My in-laws were just in town to celebrate the first few nights of Hanukkah with Jeff and me. We went up to Vail for several days with the intentions of skiing. The creativity bug bit me then and there. I, needless to say, never hit the slopes. I sat in our condo, by the fire with candles burning, looking out at snow peaked chalets and dusted mountainsides. I created most of next season’s collections. The mood was right. Plus I had amazing fabrics to play with!"

Jenni’s designing process goes right back to following her instincts. "I honestly design each collection for the season’s line with a feeling I am trying to capture in mind. Then I just let it flow. Amazing things happen this way. For instance, the line for next season, 2002/3, that I am in the middle of designing exudes a warm, individual, unique funkadelic essence with the way the styles combine with the colors, prints and different types of fabrics. Sounds a bit quirky and simple for a design process but it works so well for me." And it works for her many enthusiastic customers too!

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