Creating a Niche Fashion Brand: How We Made $1M Our First Year | The Ripcord Moment (Ep. 25)

The Ripcord Moment

On today’s episode of The Ripcord Moment, Joe welcomes sister-duo Lizzie Means Duplantis and Sarah Means, founders of Miron Crosby, a custom cowboy boot brand headquartered in Dallas, TX.
Sarah and Lizzie were raised on a ranch in Texas and were gifted cowboy boots on every important occasion: birthdays, graduations, and weddings. Their cousins also owned a cowboy boot factory and helped them make custom boots for their personal use. When they began wearing these boots around New York City later in life, strangers would stop and ask where they could get a pair. That’s when Sarah and Lizzie knew they had something special to introduce to the luxury fashion market.
Miron Crosby made over one million dollars in revenue during their first year. Sarah and Lizzie say they accomplished this by elevating the shopping experience through their brick-and-mortar store in Highland Park, TX, highlighting the uniqueness of their products and working with a PR firm to help get their boots featured in publications like Vogue and Elle. They have tied sentimental value with luxury by also offering the option to embroider handwritten words onto their boots. There is no one else in the fashion world who is offering such niche products.
As they grow even more this year, the sisters are putting more energy toward hiring new executives who will push their brand forward. They agree there are certain values and skills you cannot teach someone, like work ethic and kindness. Lizzie and Sarah are intentional about the tribe they keep at Miron Crosby to ensure their brand is propelled by the right people.
Lastly, they shared their two action items for business owners:
1. Work with people who are experienced and whose values align with yours.
2. Get comfortable with being uncomfortable. Be the first one to ask questions, don’t be afraid to seem “dumb,” and be open to feedback.