In the ever-evolving landscape of fashion, Jessa Maddocks shines as a beacon of innovation and empowerment. As the founder and CEO of JessaKae, she has dedicated her career to creating a brand that not only celebrates elegance but also champions size inclusivity. Since launching in 2016, JessaKae has become synonymous with beautifully designed dresses that inspire women of all shapes and sizes to embrace their femininity and feel confident in their skin.
Jessa’s journey is one of passion and purpose, seamlessly merging her love for photography, design, and entrepreneurship. With a keen eye for aesthetics and a deep understanding of her customers’ needs, she has crafted original collections that resonate with women looking for both style and comfort. Her commitment to inclusivity is reflected in JessaKae’s extensive size range, offering everything from XXS to 6X, ensuring that every woman can find a piece that makes her feel stunning.
In this interview, we sit down with Jessa to explore her inspiring path as a female entrepreneur, the challenges she faced while building her brand from the ground up, and the core values that drive her mission. From her early experiences in fashion to the lessons learned along the way, Jessa shares insights into the industry and her vision for the future of JessaKae. Join us as we discover what it truly means to create a brand that empowers women and transforms the fashion narrative.
How did you first become interested in working for yourself?
I’ve always been an entrepreneur, even since high school. I loved being able to schedule my own hours and craft and execute my own vision. Having full autonomy over the creative process, from beginning sketches to final product photoshoots, gives me life. Before founding JessaKae, I had my own photography business and learned so many valuable lessons that have helped me in running my current company. My husband and I also have a kids’ clothing company called Loocsy that specializes in playful, comfortable clothes. Diversifying within the fashion industry is so fun for me. Once you catch that entrepreneurial bug, it’s there to stay.
Tell us about your work. How did you decide to take the leap to work for yourself? What are some of the greatest accomplishments thus far? Any particular challenges someone should think about before trying to go out on their own?
There’s never going to be a “perfect” time to go out into the unknown and start your own company. You just have to take that leap. I started JessaKae, with the help of my husband, in our basement apartment. We didn’t have a fancy warehouse, and even replaced all of our furniture with warehouse shelving. It was quite the circus. But it was so beneficial for us to work as lean as possible to avoid all the traditional overhead. Operating lean meant that we could continue to buy additional inventory, scale faster and take bigger risks. That’s a challenge women should focus on as they start a fashion brand – navigating how to stay lean.
I am so proud of JessaKae’s evolution and growth. Now we produce more than 12 dress and mommy-and-me collections a year with only original designs in inclusive sizes, with separate collections to come later this year. We’re also extending into accessories like headbands and hair bows and collaborating with amazing companies and influencers. We now have a big warehouse and a storefront and ship in all 50 states and to 40 countries. We are a fully female-run and operated business with 12 employees that I love and consider family.
What aspects of your education and training have been most crucial to your success? Give us some examples of the day-to-day processes as fashion brand owner. Do you have to maintain continued education requirements?
Fashion is always evolving, and as the creative director of JessaKae, I need to constantly be dialed into fashion’s trends and transformations. While there aren’t any specific continued education requirements, in the words of Heidi Klum, “one day you’re in, and the next day, you’re out.” If you want to stay relevant — or “in” — you have to predict shifts and alter your product accordingly. It’s a fine line between listening to those outward voices and staying true to your internal design aesthetic. To me, it’s vital that each piece we design at JessaKae still embodies our values and isn’t solely determined by the current fads.
My photography background has been crucial to the success of JessaKae, as I direct all of the product photoshoots for each collection. Planning these collections — from the color palette to the fabric to the photoshoot locations — is a large part of my day-to-day process. I love my job.
Do you have any tips on how to start a fashion brand?
The main tip I have is to not spread yourself too thin with your product offerings. We originally started JessaKae as a boutique, offering way too many products from other companies, like tops, bottoms, shoes, you name it. After nearly a year of this, we realized we needed to simplify and whittle down our brand to its core essentials: we wanted to make dresses for women that made them feel beautiful. Carrying other people’s designs, with inaccurate sizing and a huge range of quality, didn’t align with this mission. So our secret sauce was to focus on one main product, master it, and then build from there.
How do you balance work-life?
This is always such a hard question! But what I’ve come to know is that balance is an illusion. Sometimes you have to devote all your time to your business, especially in the beginning. You have to dive in head first and rely on your support team to pick up the slack in the other places. As women, it’s often so difficult for us to ask for help. We have a “you can do it all” mentality, but that also is a lie. You need a good support team to help you as you embrace that initial grind. I have spent countless sleepless nights perfecting products and figuring out solutions to unforeseen roadblocks. Starting and running a business takes your blood, sweat and tears, and there’s no avoiding that.
As JessaKae has scaled to the next level and we’ve built out our team, I’ve delegated responsibilities, which has helped my work-life balance hugely. Now I’m able to block off family time whenever I need/want. Hello mommy-son vacations to Disneyland!
Who are your clients?
I feel so lucky that we’ve built a strong community of women who love to feel girly! We keep our ear close to the ground for what our community wants, and often ask them to review our dresses so we can make them better. Our JessaKae woman looks for original, beautiful statement pieces that command a room and are made to last. She is sophisticated, elegant, adventurous, creative and feminine. She enjoys the simple pleasures in life, like strolls in the park and picking wildflowers, and is a hopeless romantic to her core.
Who have been your own biggest mentors and what is the best advice they have ever given you?
I’m lucky to have such a great network of friends and powerful women who have helped me and believed in me. One of the best pieces of advice I’ve been given was from my friend Courtney who told me “Dude just try a floral dress, I promise you it works and people love it.” The first floral dress I carried became a viral sensation and I’m so glad I took her advice on that! I also love Jessica Alba and take a lot of inspiration from The Honest Company’s path to success. Crossing my fingers that one day we’ll meet and become fast friends!
If you could go back and tell yourself one thing before beginning your career what would it be?
The one thing I would tell myself is to believe in myself! Haters are always going to hate. You’re going to face naysayers trying to hold you back. I urge female founders to not let pushpack or negative comments influence them, whether that’s from competitors, customers, or especially social media. The world needs you and your vision. There’s room for all of us.
What are you working on currently and why?
We have so many irons in the fire right now, which is such an exciting position to be in. We’re working on expanding the JessaKae brand with collections for special occasions (think bridal, wink wink) and the bedroom (think comfy, cozy!). We’re also working on expanding our sizes to include 6X because we want ALL women to be able to wear our dresses and feel amazing. We’re one of the only brands based in Utah that carries sizes bigger than an XL, which is truly alarming to me, and we want to pave the way for more size-inclusive fashion.
As we conclude our conversation with Jessa Maddocks, it’s clear that her journey with JessaKae is more than just about fashion; it’s a powerful movement towards inclusivity and self-acceptance. Through her dedication and innovative spirit, Jessa is not only redefining what it means to feel beautiful in today’s world but also inspiring countless women to embrace their individuality.
Her commitment to size inclusivity and elegant design serves as a reminder that fashion should be accessible to all, regardless of shape or size. With exciting expansions on the horizon, including new collections and a broader range of sizes, JessaKae is poised to continue making waves in the fashion industry.
Jessa leaves us with a powerful message for aspiring entrepreneurs: believe in your vision and the importance of community support. As she navigates her path with grace and determination, Jessa reminds us that when women uplift each other, incredible transformations can happen. We look forward to seeing how JessaKae evolves and continues to empower women around the globe.
Thank you, Jessa, for sharing your insights and your inspiring journey with us!
![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)
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