Elizabeth Jeffer is the CEO of Roztayger LLC. Elizabeth is a thought leader, influencer, visionary, and successful entrepreneur. Elizabeth provides the leadership and energy that has inspired the creation of Roztayger LLC. Elizabeth Jeffer joins other leading CEOs and Founders taking part in our Leader Roundtable Interview Series. The DotCom Magazine editorial team has recently awarded Roztayger LLC with our Impact Company of 2019 award. We are delighted to have Elizabeth join us for our Leader Roundtable Interview, and our popular “speed round” as well.
Roztayger is an online fashion shopElizabeth, thank you so much for taking the time out of your busy day for this interview about your company, leadership, and entrepreneurship.
1. What is the “elevator pitch” for Roztayger LLC ?
Roztayger is an online fashion shop that offers up a thoughtful, edited range of women’s clothing and accessories with the discerning, intelligent, woman in mind. In the mix there are well established labels as well as hard to find brands – all whose focus is on quality, craft, no-compromise production values and longevity. Design-wise the end game is classic pieces with subtle. unique details. Slow Fashion with a creative edge. All products are personally selected and vetted by the Founder who has 25 years in the industry working in wholesale, retail, design and management. Our avatar client is 35+, working and/or traveling often, worldly, educated, confident, intelligent and, most importantly humble.
2. What is the key to your company’s success?
Over time the company has shifted somewhat as far as the end client. For example, when I launched I carried only bags and small leather goods for men and women. As women’s offered a bigger customer base I shifted to doing only women’s products and I added categories as the strength of the bag category abated.
On a positive note because I’m a small company and self funded it’s easier to be nimble. I have been able to shift and adapt over the years. So much is changing so quickly that it’s definitely a plus to be able to adapt. Also I i have done my best to nurture my existing client base and build relationships. I’m not Amazon. I never will be and at this point I think that it’s an asset. I’m keeping it personal as much as possible in an online setting. I fully understand buying mass market staples via Amazon but when you want to discover/buy something special that is not where you go. Let’s hope that never changes.
3. Many of our readers are just starting to build a company. What advice can you give entrepreneurs just starting out with a new venture?
Do your research. Make sure you have enough capital to start. Watch your expenses. People still seem to think online is cheaper than brick and mortar. It’s not necessarily. In the last 4 years expenses have sky rocketed and it’s easy to invest in lots of “solutions” which yield little ROI.
4. For other entrepreneurs seeking to build a business as successful as yours, what advice can you give them when times get a little challenging?
Get advice from smart people in your industry that are farther down the road than you are and that you trust will be honest with you. Keep open minded but with a touch of cynicism. Test things out… don’t over invest until you see results. Its easy to burn thru a lot of money quickly on promises of ROI.
5. How important is the commitment to client satisfaction at Roztayger LLC , and how do you make sure your customers will become raving fans of your company?
It’s everything. As a personality type I’m a pleaser, so I try to let this flow into the business as much as is possible. Not everyone is receptive ! … but I really enjoy hearing how the clients like (or did not like) what they bought. I like hearing feedback. I try to always follow up via email after shipping whenever possible. In fact I’m starved for it because I’m online I don’t get it in the course of the day as I would if I was sitting in a physical space greeting people. To be honest if I lived in an area that had a population that would support a store like this I would open one… I have started doing some seasonal pop ups and it’s been enlightening. A lot of brands I carry are unfamiliar to the American shopper so my aim is build trust, give great customer service, get to know my clients and hope they shop again. I have a very nice repeat client business which is fantastic and a very low return rate for online shopping which hovers around 15%. The hope is always that clients will recommend you to other like minded friends. The hard thing for me is to ask people to do it. I always feel a bit awkward suggesting this but I’m thrilled when people do it on their own. That is the best ROI.
6. In today’s fast changing business environment, how do you stay abreast of things?
It is so fast. It’s head spinning. I read the Business of Fashion. I try to connect with other people in the industry to keep abreast of what everybody else is experiencing. I do what I can to be updated.
7. What is your “Why”? Why do you get up in the morning, and how do you keep yourself at peak performance to lead Roztayger LLC ?
I love what I do. I love putting together the product mix. I love buying, meeting with designers. I love styling our shoots. I love getting clients excited about product …. I fully realize fashion is not the most important thing in life but, like art, and culture, it’s an escape and a manner of self expression and I enjoy being an enabler of that very important outlet if even in a small way. I try to keep myself healthy and clear headed by taking care of myself. Eating as healthy as possible, yoga, and time away from work. It’s not easy but I love being my own boss. It’s not perfect – like anything there are pluses and minuses but no regrets.
8. Can you recommend a book that has had an influence in your career? How did it influence you?
I try to read as much as I can but I don’t read about business to be honest. When I read I want to escape reality and so I find myself drawn to historical fiction about Tudor England or I read books by authors like David Sedaris so I can laugh and cry simultaneously. (nothing is better/healthier than self-deprecation in my opinion) Recently I read Chelsea Handlers’ book “Life Will Be the Death of Me” – LOVED it !
9. When communicating with your staff, can you tell us the most important thing you do so that they are able to carry out the objectives that you set forth at Roztayger LLC ?
I try to stay focused and specific in the mission to communicate with and attract my avatar client… its a very specific market which is not easy but in order to stand out in the mix these days you need to be true to your vision and your passion. So I make sure the staff keep in that lane and keep looking at the data so that we can target people in an intelligent manner.
10. Can you explain what leadership means to you?
Leadership means having a vision, hiring people that believe in your vision and enable them to feel empowered to execute. Encourage, guide, support and be clear and fair.
We would like to have some fun and do a “speed round” with you! We will ask you ten more questions that we want you to answer in just one to three words only. Here you go!
1. In three words or less, what makes a successful CEO?
Intelligence, vision, connection
2. Describe your business in one word?
3. Describe your customers in one word?
4. What one attribute do you look for when hiring an employee?
5. What is the one word you want your customers to say about your company?
6. In three words or less, describe your passion?
I love to connect beautiful products with interesting people.
7. In three words or less, describe what it takes to be successful?
Clear headed, passionate and determined
8. In three words or less, describe your first year in business at Roztayger LLC?
Hopeful, proud and excited
9. In three words or less, describe how running a successful company has changed you?
Grateful for vacation
10. What is the one word that you believe has the most power in the English language?
Elizabeth Jeffer, thank you so much for sitting down with us for our DotCom Magazine Leader Roundtable Interview Series. We very much appreciate the time you spent helping our readers learn more about what it takes to be a leader. We wish you, your family, and of course Roztayger LLC, nothing but the best. Thanks again!
Elizabeth Jeffer, CEO of Roztayger LLC, The Leader Roundtable Interview Series