This Accessories Designer Provides A Stable Income for Craft Artisans In Developing Countries

Founder Kelly Rooney, Photo Credit: Laloni Parks

Josephine Alexander Collective is a female owned and operated accessories brand born from founder Kelly Rooney’s passions - travel, style and culture. The brand’s mission is to provide beautiful, unique pieces of fashion that come with a soul, a rarity in a culture that thrives on fast fashion and mass production.

Born into an international family, Kelly grew up traveling the world and witnessed the poverty and struggles of locals in developing countries. When she realized she could do what she loved while giving back to local communities in need, she decided to work with craft artisans in different countries and collaborate with them to design joint creations - everything from handbags, wallets, earrings, and necklaces. The result? A secure and stable income for the artisans and special pieces infused with her own designs unique to her brand.

Not only does JAC make a deep impact on lives but they also focus on keeping their footprint light using only recycled, eco-friendly materials for their packaging. Conscious consumers, take note, this is one company that checks off all the boxes!

We talked to Kelly about how she started the company, her relationship with local artisans, and what its like to travel the world while running a e-comm business.

JAC’s mission is to provide beautiful, unique pieces of fashion that come with a soul. We love that you work with local artisans and infuse your own sense of design into their creations. Tell us how you started the process of finding artisans, collaborating on designs, and turning JAC into a business where you can provide a stable form of income for artisans. What kind of resources did you use to help you along the way?

When the idea of JAC first came to me, I knew I wanted to start in Mexico. Being from there, I have always loved the craftsmanship. I booked a trip to Mexico City and started by curating pieces I liked and thought I would want to incorporate into my line. I met the artisans who made and sold them and asked if they would be willing to work with me. I picked up many different types of pieces from many artisans, and once home I began narrowing them down. Once I had the key pieces I thought I would want to work with I contacted the artisans involved in the creation of those particular pieces and asked them to modify a few key things. The more I work with an artisan the easier it becomes to collaborate. I infuse my ideas on designs and current trends, and they use their expertise to create something unique to us. We do not hire full time artisans at the moment, that is our hope for the future, however, we buy pieces at their fair asking price which they make from their own homes. By setting a a goal of buying a minimum amount of pieces per year, they are provided with this secure income, and we have surpassed these minimums in most cases. Right now, with the COVID-19 situation it has been even more helpful for them as we give them work they can do without leaving the house. Many of them sell on the streets during the weekends, and of course, that is no longer possible.

How do you currently handle the process of shipping and inventory, which is often difficult and/or costly for businesses?

Currently I put in smaller orders more often. Part of the allure of our brand is that these pieces are all limited edition, therefore you have to get them while you can. I only order about 10 of each piece at most, which also helps to keep the quality to our standards. Because JAC has such a vast range of pieces, it is difficult to keep inventory low, so it is definitely a struggle with inventory. Some pieces take off like wildfire, others sit a little longer, but I have learned that no matter the popularity of a piece, reordering them is not effective. Once they sell out it’s tempting to order more, however they rarely sell out again. Shipping is definitely a tricky one. People are shocked once they realize what it actually costs to ship pieces, and they’re not always willing to pay for it. We try to encourage larger orders by offering free shipping on orders over $75. At the moment we ship out from our office.

What’s your advice for those that want to start their own e-comm business and manage it while traveling the world?

Do it! Definitely chase your dreams. Depending on how you structure your business, your biggest obstacle while traveling will be shipping and managing (hopefully not many) returns. I started with part time help, and now have a full time brand manager which makes ALL the difference in the world. I get constant emails or texts from people looking for certain pieces to match with certain things and without someone available in the office full time that becomes a bit hard to manage. People have deadlines for when they want things and you want to be able to meet their expectations. You could also use a drop shipping service depending on what and how you are selling. Because of the nature of JAC, fulfilling orders ourselves works much better for us but I know a lot of people who have had great success drop shipping. I might suggest having a business partner who you can take shifts traveling with, this way someone is always available on the ground to manage customer service and orders.

We loved reading the artisan bios on the site. Tell us about your relationship with the artisans and what its like working with them?

I love working with them. They are such great people, and it’s been so fulfilling to watch them evolve and grow. I am grateful for all the effort they put into our pieces and they are thankful to have the ability to create them for us. Our relationship is built on mutual respect, and on my end, admiration of their talent. I love hearing how JAC has helped them grow, and my success is built on theirs.

JAC uses recycled, biodegradable, eco-friendly packaging. Why was this important to you as a business?

I think that it is important that we all collectively do what we can to lessen the negative impact we have on this world. One of my biggest pet peeves as a consumer is all the trash shopping can create. I think that if eco-friendly materials are available, we should take advantage of that. One of the biggest draw backs on that theory is cost, but in my opinion that’s an investment. It’s not only an investment in our environment, but I do believe more and more people are looking for sustainability in a brand. I think being eco-friendly helps to further differentiate our products over others.

You had a unique upbringing in that you were born into an international family, travelled throughout your childhood, and studied abroad. How has that shaped who you are today?

Living and traveling around the world have given me the opportunity to experience many different cultures and societies and has embedded in me how lucky I am. I know the economic impact it can have to buy from individual artisans. I know the beautiful artistry that is carried on from generations of craftsmanship and I know how these artisans struggle to showcase their pieces and sell them without haggling. I never haggle with our artisans, their time and skills are something valuable, and I want them to know that. Living in impoverished countries has shown me the deep divide in wealth, and the unfairness with which many people are treated. Narrowing that gap is one of my strongest motivations.

We’re firm believers that women can have it all. How do you balance your home life with running JAC? It’s definitely a balancing act.

My husband Joe is amazing in that he helps where he can, and I also have my right hand at the office, Ashlyn. My office is right across the street from my house which is a huge bonus. I try not to work once I’m home, but that’s not always possible. I like to include my family in my travels as much as I can. I believe that adventure strengthens our bond, and joint experiences create long life memories. Exploring definitely makes for fun (maybe not at the time) times. We take a large family trip once a year, which also doubles as a scouting trip. I aim to have everyone there (I have two step sons in their twenties, one of which is married) but that’s not always possible.

What has been one of the hardest lessons you’ve learned since starting JAC?

It is important for people to understand our message and our mission. Understanding our story is crucial to understanding the value of our pieces. We naively assumed everyone reads our stories and website, yet we've learned not all people do. We are constantly working on better ways to get our message across.

What’s your favorite part of the job?

Definitely working with my artisans. They are all such talented, beautiful people, and I love hearing how JAC income has helped improve their lives. I love meeting with them face to face when I have the chance. It is so rewarding.

Where do you see JAC heading in the next few years?

I hope to keep expanding my artisan network into different countries, and offering a larger range of materials and designs. I am eager to offer a wider variety of products and continue to evolve.