Reshaping the Underwear Industry with Rachel of Jonesy

Rachel Jones is the founder of Jonesy, an underwear brand that combines style and comfort in the best way possible. She formerly worked as an advertising staffer in NY’s tech scene, but decided to branch out and start her business in 2015. She was surprised by the lack of stylish and comfortable bralette options available for women in the A-C cup range, and set out to create her ideal bralette. After spending nearly a year working on samples for a simple yet stylish bralette and undies set, Jonesy was born. Click through to the Planoly blog to learn more about her journey as an entrepreneur, how she strives to stand out from other ‘intimates’ brands, digital strategy tips, and more!

Hi Rachel! Please introduce yourself.

Hi there! I’m the founder and designer behind Jonesy, an undies label that makes stylish, comfy undies and bralettes. I live in Fort Greene, work in Soho and am often traipsing around the city with my dog Frasier.

Before starting Jonesy, you were formerly an advertising staffer working in NYC’s tech scene. What inspired you to jump ship and start your venture?

While working in the ad scene in NYC, I started a lifestyle blog in 2011 with my then boyfriend (now husband). Early on we interviewed friends and people in our network about their career trajectories while photographing their work looks. Eventually, the platform evolved into a channel to interview makers & entrepreneurs that were blowing up online or building businesses in the early 2010s. It gave us an opportunity to stalk people we looked up to. The site was fairly scrappy; my husband took all the photos, and I did the Q and A write-ups, but it was the best education. Over and over, I got an opportunity to hear from different creatives about how they carved out niches for themselves, and it planted a seed that I too might be able to do that someday. Eventually, I had the idea to do Jonesy, and by then I had enough confidence and know-how to pursue the idea (or at least fake it!).

Based on your previous role in advertising, how did your experience come in handy in your current entrepreneurial/founder role?

Working as a project manager in the tech world trains you to be adaptive, and roll with the never-ending punches that come with dealing with vendors miscommunications, timeline delays, production emergencies, etc. — not to mention all of the direct overlap between managing product rollouts in the digital and offline space. But above all else, tapping into certain practices rooted in startup culture has been hugely helpful for me. Ideas like testing your hypothesis (in my case, product styles) before investing large sums, always capturing feedback from your users, and embracing iteration (aka improvement) have freed me up from the pressure of having to have it all “figured out.”
Continue reading on the Planoly blog.
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