HOW I GOT HERE
Jen Rubio reveals how she made her luggage label a worldwide success
After a variety of jobs in branding and marketing, Jen Rubio, 30, founded the suitcase label Away alongside her friend Stephanie Korey. Acclaimed for its smart features, such as built-in phone chargers, in the three years since its launch the brand has gone from strength to strength, with advocates now including Jessica Alba and Sienna Miller. Here’s how she did it…
THE IDEA CAME TO ME WHEN MY LUGGAGE BROKE.
I asked around for recommendations for a replacement suitcase, but no one had a good answer. I spoke to my friend Steph, who I’d worked with at a glasses brand, and decided it was time there was something meaningful in the luggage market.
WE SPOKE WITH HUNDREDS OF PASSENGERS
to find out what bothered them the most, and what they wished they could change about the travel experience. This is how we came up with details like the lightweight shell that’s practically unbreakable, as well as the ability to charge your phone from it.
THE INITIAL $150,000 WE RAISED WASN’T ENOUGH.
We were lucky to have the support of family and friends, but as soon as we had the luggage designed, we realised we needed more capital to take our first order to a factory. Costs of creating a product add up because you need samples, prototypes and factory moulds. Also, if you’re a new business, factories are taking a risk by working with you, which means higher deposits and less flexible payment.
WE APPROACHED VENTURE CAPITALS TO CONVINCE THEM TO BUY INTO OUR IDEA.
We didn’t have anything to show for it, so had to persuade them to invest in us as people. We managed to get around $2.5m – mainly from one large firm, Forerunner Ventures, because they already knew us from prior experience at one of their companies. Their support led to another firm investing, too.
PAY ATTENTION TO THE CUES POTENTIAL INVESTORS GIVE YOU.
I learnt that the way they treat you early on says a lot about how they’ll treat you further down the line.
A FEW MONTHS AFTER SHIPPING OUR FIRST CASE, WE’D MADE OUR FIRST MILLION.
That’s when we knew we were on to something, so we had to adjust our expectations for the business. There was no playbook for what we were doing, so every step has been unexpected.
WE BEGAN AS A TEAM OF FOUR, NOW THERE ARE 150 OF US.
At the beginning it was just me, Steph and two graduates, who helped us answer emails and make sure suitcases were getting to the right people. Then, as we grew, we began adding new starters every few weeks.
‘HAVE THE CONFIDENCE TO NAVIGATE TOUGH CONVERSATIONS’
WE TRIED ALL TYPES OF ADVERTISING,
from billboards, to paid social media ads, to working with influencers. We’ve been careful to measure results: Facebook and Instagram ads have worked best because they tailor who you reach.
I’VE LEARNT TO ALWAYS BE PREPARED TO CHANGE COURSE.
We might have a big plan to do something we really believed in, but then halfway through realise it’s not going to work. It’s essential at this point to be okay to abandon it. It’s by changing our path that we’ve been able to avoid any major failures along the way.
IT’S IMPORTANT TO HAVE THE CONFIDENCE TO NAVIGATE TOUGH CONVERSATIONS
with people who don’t get your vision. Steph and I were both fortunate enough to grow up being told we could do whatever we set our minds to, and that confidence has been key.