Laura Moffat and Kelly Sanders Moffat, female founders of Kirrin Finch:, a conscientious clothing company. Both left their corporate jobs to follow their dream as an entrepreneur.
Kirrin Finch, Laura and Kelly are on a mission to meet the needs of a growing demand for gender-defying fashion, by creating menswear-inspired apparel designed to fit a range of female and non-binary bodies.
Like many in RTW and as a small business COVID hit them hard, but by growing a strong community they were able to make it through the pandemic and come out stronger on the other side. Now flash forward and this past summer (2021) they had their best months yet with the increase in weddings this summer they increased their sales over 180% from last year(2020)!
The story about Laura and Kelly’s perseverance through the pandemic and dedication to meeting the needs of a growing demand for gender-defying fashion is a wonderful story of inspiration and we had the opportunity to dive deeper and interview the founders of Kirrin Finch.
What inspired you to start Kirrin Finch?
We started Kirrin Finch because we were frustrated at being unable to find clothing that felt right. We didn’t grow up wanting to be fashion designers. We were both tomboys, and only really cared about making sure our outfits allowed us to ride bikes and climb trees. But as we grew up, it became obvious that mainstream retailers didn’t cater to us. It was always a hunt to find something that felt right, and we were often forced to make the choice between poorly-fitting menswear and super feminine womenswear. The issue came to a head when we were the process of looking for clothes for our wedding that we realized how difficult it is for women like us to find alternative options to a wedding dress. Not being able to find clothes that matched our inner core left us feeling like we were not able to fully be ourselves. And it wasn’t just us. We spoke to countless women, transmen and non-binary folks who felt the same way. So we decided to quit our jobs (Laura was a pharmaceutical marketing consultant and Kelly was a teacher) and start a clothing company that aimed to fill the gap for gender-defying fashion by creating menswear-inspired apparel designed to fit a range of bodies.
We’ve now been in business five years, and we hear time and time again from our customers that finding our clothing has completely changed their relationship with clothes. They feel that they can now fully be themselves and feel confident and comfortable with what they are wearing.
Can you tell us what a normal day looks like for you both as the founders of Kirrin Finch?
Kelly and I are married and also have twin 4-year-old toddlers, so it is definitely a juggling act. There is always the challenge of trying to find the right balance between growing the business and being present for our kids and relationship. Our typical weekday is somewhat chaotic with school drop off and pick up, trying to get as much done in the 9-5 hours and then dinner, bedtime, etc. with the kids. By the time the kids are in bed, we are pretty tired! Covid has also really impacted the predictability of our schedule, so some days one of us may have to take on the role of childcare if the kids’ school closes due to Covid. We really value work-life balance and have made that an important priority for our employees and ourselves, so we want to grow the business and work hard, but not at the expense of our sanity!
Both of us have our respective roles. Laura runs marketing and Kelly runs operations and production. I think we probably spend 75% doing that stuff and 25% playing whack-a-mole for whatever business issue arises that day! It’s always an adventure!
In your own words, what do you do?
Clothing is not just a piece of fabric that you put on your body to cover up. Clothing impacts how we think and feel, the way we perform and act, and what other people think about us. That is why it is so important to have clothing options that match our identity and make us feel comfortable with what we are wearing.
We hear time and time again from our customers that finding our clothing has completely changed their relationship with clothes and also how they present themselves to the world. They feel that they can now fully be themselves and feel confident and comfortable with what they are wearing. We believe that we can positively impact the world by giving people clothing options to feel free to be who they are.
Do you have anything exciting on the horizon that you can tell us about?
We are launching our first ever true outerwear this fall with the release of our premium wool overcoat in camel and navy colorways. It’s really hard to find a good winter coat that is inspired from menswear and has a classic silhouette without getting those cinched belted styles often seen in womenswear.
Kelly – We are planning on releasing a “Mini Me” collection this spring with matching shirts for adults and kiddos. I’m personally super excited about it!
Can you share tips from your past life or professional experiences that helped you start a new business?
Kelly – I worked in education for 8 years prior to starting Kirrin Finch, and even though it is a completely different field, there are still lots of translatable skills. No matter where you land, figuring out how to work with people and problem solve are incredibly important.
Can you share a few tips with our readers regarding business planning?
Do your research. It is not enough to have an idea. Make sure there is a market for your idea and have a solid understanding of the market, the competition and the customer, and what will make your product stand out. Too often I hear people tell me about a business idea and I ask them “who is your customer” and they say “ women aged 25-45”. It feels better to say your customer is all the women in an age group, but your product is not going to truly resonate with all those people. If you try to market to everyone your message will be diluted and not break through the noise of all the other thousands of marketing messages people see every day.
What else should we know about you? What sets you apart from the competition?
For most of our customers, the options for formalwear are limited to expensive bespoke suiting that can take three months to arrive or going to a traditional retailer like the Banana Republic or J.Crew and being dissatisfied with the fit (regardless of whether it is menswear or womenswear).
First and foremost we want to create a safe judgment-free space where people can shop with the knowledge that we see them, we hear them and we are there to help them feel authentic in their clothing. We also aim to represent as many body types as possible, so people can see someone who is like them wearing the garment. Feeling represented and understood is really important. That was one of the reasons we started the company because we never felt represented in fashion. How can you feel good about shopping when you don’t see anyone like you in magazines, online media or in-stores?
We also spent a lot of time and attention on the fit and details of the suiting. We know where our customers’ frustrations lie with traditional retailers. For example, women’s blazers are too short and shapely, men’s blazers are too broad in the shoulders and oversized. But men’s suits have many details that women’s suiting lacks, such as functional pockets, buttonhole details, interior construction and fun linings. The goal was to create a blazer that retains the elements of a high-quality constructed men’s blazer while still looking tailored and flattering to the person wearing it. It took numerous fittings and lots of feedback from customers, but we feel really good about the design and fit of our suits. We’ve had lots of positive feedback and countless numbers of customers have chosen to wear a Kirrin Finch suit to their wedding which is a huge compliment.
What has been the biggest challenge/hurdle you have faced so far?
The pandemic! In February of 2020, we launched our Georgie suiting collection, which was our first concerted effort into the wedding market. We subsequently had our best sales month ever and knew we had hit a great product-market fit, but then in March 2021, Covid takes hold and our sales plummet. It was a tough time and we both wondered if the suiting business would ever be the same. I can safely say 2021 has been gangbusters for us and we cannot keep our suits in stock!
What has been your greatest accomplishment so far?
Lots of people have business ideas, but never actually do anything to make them a reality. I’m really proud that we were able to quit our jobs and take a chance on our business idea. I think it is all about momentum, once you have made that leap you’ve set the ship in motion and you can keep moving forward. But the actual leap can sometimes seem so insurmountable.
What have you learned most from entrepreneurship?
You have to expect the unexpected! At the end of the day, you can write business plans, set forecasts, and think you know what you are getting yourself into, but life will always throw you curveballs and you just have to adapt and roll with the punches. Who knows what I will actually be doing in 5 years, but one thing I do know is that it probably won’t be what I had planned for!
Share two pieces of advice for female entrepreneurs/our followers.
- Fire Yourself From Busy Work
As business owners, we want to be in control of every aspect of our businesses. In the beginning, I didn’t want to spend money on someone or something if I felt I could do it myself, but that can be counterproductive when you are trying to grow and scale your business. I have found that if it is not a central strategic task to our business, then someone else can be hired or outsourced to do it. It might seem like you are wasting money when you can do it yourself, but your business will be set up for growth in the long run.
- Find Mentors and Peer Support:
The one thing that keeps me sane as a business owner is a support network. Being an entrepreneur can be lonely and having people to lean on and provide inspiration has been essential for the success of our business. During the pandemic, I joined HeyMama, a group for working moms, and I was recently accepted into the Ladies Who Launch mentorship program. Both of these programs have helped me stay focused on the future and growth of the business. When times are tough, hearing about how others have pivoted or worked through challenges can be instrumental to dealing with the unexpected. It may not necessarily be what you had planned for, but someone else may have gone through it before and they can help guide you in the process.
What has been your key (or keys) to success?
Everything we do starts with the customer. The foundation of our company came from market research we conducted to identity our first product, and it continues to drive us forward in new directions and keep us engaged with our customers today. We regularly receive thank you notes and social media comments from customers telling us how much our brand means to them and has positively contributed to their confidence because of how they feel in our clothes. That isn’t per chance that they say this, it is because we truly understand our customers’ desires and frustrations and always try to solve them.
Tell us about your proudest achievement?
Kelly – Clothing is far more than just fabric that goes on your body. It allows you to express yourself and provide people a little glimpse into who you are. I remember the first time I put on a suit- it was this ah ha moment of finally feeling authentic in how I was presenting myself. I feel so proud that by starting Kirrin Finch, we can give other people that same feeling.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
Join the discussion!