Your Name: Jennifer Weisman
Your Business: Just Bones Boardwear™
Brief Description of Your Business:
Just Bones Boardwear™ revolutionizes boardshort design by offering edgy lifestyle clothing with comfort and flexibility. Awarded two patents, our design provides the perfect fit with a hidden adjustable waist on the back of the boardshorts, allowing them to be re-sized even while wearing. This is a feature exclusive to our brand. Just Bones Boardwear™ expanded its lifestyle brand in 2014 by offering its innovative design in toddler, junior and men’s collections ~ all with the same patented adjustable waist technology. We also design unique graphic boys tees and chic girls tanks.
What was your inspiration to start your business?
When my twin boys were 10-years-old, I was extremely frustrated shopping for boardshorts every summer. They just did not fit growing boys and most had to be taken to a seamstress. Fixed waist boardshorts do not fit everyone. I decided to design a boardshort that would fit boys of all shapes and sizes, which didn’t have to be tailored. I was determined to fill that niche. After having my own “focus group,” I found out that local moms and retail buyers I knew, thought this idea was brilliant and Just Bones Boardwear™ was created. We have since expanded to other lines due to demand.
What has been your biggest business challenge and how did you overcome it?
Initially, brand building was challenging with so many well known boardshort companies in existence for many years. Exhibiting at the right trade shows, calling on resorts and beach/surf specialty shops, and smart advertising helped overcome that. We are now in specialty stores, resort boutiques, and surf shops both in the U.S. and internationally.
What is your secret to staying laser focused in your business?
Having an A-type personality! I always want to create the best product possible for our customers, while staying on top of the lifestyle and surf trends for apparel, but staying unique and true to our brand at the same time.
Any tips for balancing a business and your personal life?
Don’t look at your emails while you’re having dinner or during family time. There will always be an email you feel that you must answer immediately. It definitely takes you “out of the moment” with the people you love and are with. They appreciate it if you give them your full attention. That is why we have a “no phone” rule at dinner time. It is challenging at times, especially when you have to travel for work or work on a weekend and there are your kids’ sporting events, a friend’s birthday dinner, or other events that you don’t want to miss.
What is your favorite beauty product to bring along when you travel?
Kérastase Touch Final polishing serum.
Tell us about the outfit that makes you feel confident and beautiful.
Anything that I put on for a special occasion (or to go out to a nice dinner) and then my husband and sons tell me I look terrific! I walk out the door feeling great.
What is your favorite online site to shop for beauty or fashion?
I don’t shop online that much unless it’s for specific brand. It’s hard to know how it will fit. However, I always like to see what is trending so I do browse the emails that come from my favorite stores or brands.
What motivates you to look your best?
Myself ~ I feel that when I look good, I am more productive in general either when working or at a trade show, and just project a happier and more positive attitude.
As an entrepreneur, “Me Time” is limited… what are your time saving beauty tips?
If I don’t have time to put together anything rockin’ to wear for the day ~ a great pair of jeans, paired with a tee or tank and sandals, is always fashionable, along with a fresh face and sleek pony! I just add flats and a cardigan during the fall.
Name one beauty product you can’t live without:
Chanel facial moisturizer
Heels or flats? Describe your favorite pair.
This depends on the day or night and what I am doing. I love both! My favorite pair of flats are my Giuseppe Zanotti Sandals with a Swarovski crystal skull on top of the toe loop ~ because I love skulls! My current favorite pair of heels are the ones I just got by Isabel Marant with grommets and laces that tie up past your ankle. They make me feel super sexy and funky. I wore them down the runway during Miami Swim Week after my fashion show (see the show here) and have great memories tied to them now!
Lip gloss or Lip Stick? Do you have a favorite brand/color?
Lip gloss by Chanel ~ any of the shimmer glosses that are sheer with a hint of color.
Confession Time! What is your biggest fashion and/or beauty concern at the moment?
My biggest beauty concern is that I do not have enough time lately to do Bikram yoga, which I love so much! It makes you feel good inside and out and keeps you in shape!
What is your favorite inspirational quote (and who said it)?
“All our dreams can come true — if we have the courage to pursue them.” – Walt Disney
How can we get to know you and your business better?
Follow us on social media and check out our website:
We have sales, post about our charitable or sponsored events, post awesome surfing photos and current surfing news!
Any additional comments on beauty, style or success that you’d like to share:
I quit working for 10 years to be with my kids and participate during their school activities (IE: volunteer at their school and otherwise). Don’t be afraid to reinvent yourself when you are older, start a new career/business, and follow a new idea or dream!
Just Bones Boardwear Miami Swim Week Fashion Show
Just Bones Boardwear at LA Fashion Week
Thank you for sharing your success and style tips with us, Jennifer!
Readers, please be sure to visit Just Bones Boardwear for stylish, adjustable boardshorts! Here are a few of the cool designs you’ll find:
Visit JustBonesBoardwear.com to shop online or find a location near you.
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