In 2016, Alice James, Founder & President of AJG Fashion Consulting, hit the glass ceiling. She’d worked in corporate retail for over 11 years, developing and managing fashion production worldwide for big box retailers. 8 years ago, she decided to take a chance on herself and started her own business out of her daughter’s bedroom.
Alice James, Founder & President of AJG Fashion Consulting
“I needed to believe in myself to make the jump into building my own business. That was the hardest part.” – Alice James
Can you start by introducing yourself and telling us your inspiring story?
Hey! I’m Alice James, founder of AJG Fashion Consulting. I spent the beginning of my career working for larger retailers with international production. I had roles in buying, merchandising, sourcing, product development, and production management.
In 2016, I hit a wall. My husband and I were both working demanding full-time jobs that required a lot of travel, we had a 3 and 5-year-old, and lived in a city without family. On top of feeling absolutely exhausted, I was also being passed over for positions at my company. My male bosses were giving the larger positions to my male peers who were working a fraction of the time I was. When I brought this up to my boss, he told me, “You’re not going to get these positions because you’re a mom.” He literally said that.
One would think that I would have been devastated by him saying this, but it wasn’t the case. I am so grateful that he said these words out loud, and so I clearly understood I’d never be valued there. I didn’t waste another second trying to prove my worth to these people who would never value me.
This moment defined the goals I set for myself in starting my own business. I wanted to create a space for professional women to feel valued and supported. I wanted to build a business founded in empathy and compassion. I wanted to create a services business that utilized my years of fashion expertise to give back to communities of people who deserved authentic support. And thus, AJG was born.
We’ve now been in business for over 8 years and have an amazingly talented all-women team. We’ve supported 8 Shark Tank brands, managed high volume partnerships with the world’s largest retailers, and empowered countless small businesses founded by women, minorities, persons with disabilities, and LGBTQIA+ entrepreneurs.
How did you market your business when it was brand new?
I collaborated and created content for influencers within the fashion startup space. I would also feature my business on resource listing websites to highlight our service offerings. Meeting people on LinkedIn and making connections was also really important.
If you had one piece of advice for someone just starting out, what would it be?
Trust yourself. When you start a business, you’re going to be doing things you’ve never done before and learning every single day. You’re going to feel unsure a lot. It’s necessary to ask mentors, advisors, and experts for help along the way, but you should always trust your gut when it comes to making important business decisions.
How do you prioritize self-care and well-being while managing the demands of your business?
Once I’d hit the 7-year mark on building my business, I knew I was burnt out and needed a break. I’d been running too hard for way too long. I’m lucky enough to have the most amazingly talented team of women who stepped up when I needed to take a step back. I took time away to heal my nervous system and realign my priorities. I’m now back and couldn’t be clearer about where this business is going and how we’re going to get there.
What would you consider your biggest accomplishment and why?
We had the honor of supporting JZD, a Latina, Queer, and 1st and 2nd generation owned lifestyle brand, collaborate with Target on Hispanic Heritage Month and Pride Month collections. Without our assistance, JZD would not have been able to handle such a large endeavor. We were able to jump in immediately by managing design, development, sourcing, production, and logistics. This opportunity helped JZD to far exceed any sales and exposure expectations they’d ever had for their business. This opportunity changed their lives, and we were honored to be a part of making it happen.
We all face challenges. Looking back, what have been some of the biggest challenges and obstacles you’ve had to navigate?
Since we work in global supply chains, going through Covid-19, the following global logistics delays, and now tariffs are our biggest challenges. Being able to manage problems that arise outside of your control is the true test for any business. We’ve learned to be extremely agile, and we’re able to come up with creative solutions to these problems.
What social media platform is the best for business growth and why?
It depends on the type of business, but we’ve found LinkedIn to be a great platform for us. We’re able to share portfolios quite easily as well as our global resource network. It’s a great platform to develop yourself as a subject matter expert.
Which female leader do you admire, and why?
Michelle Obama. I am absolutely in awe of her commitment to serve and the positive impact she has on the communities she touches. I aim our business in this direction of giving back, and I think of her often when making decisions. What would Michelle do? 😀
What advice do you have for women who are on the fence about starting their own business?
Society tells women that they’re not enough. They’re not pretty enough, not smart enough, not working hard enough, etc. From one woman to another, I am telling you that you are enough.
If you have the drive and are resilient enough to not give up when things get hard, that’s all you need. Surround yourself with people who believe in you. You do not have to white knuckle a career in a man’s world that will never see you as an equal. You have the power to change your life and inspire others
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Melissa Stewart is the founder of SheOwnsIt.com. She is a Purveyor of Possibility, Entrepreneur Advocate and Coffee Addict. She believes that behind every successful woman is her story. What’s your story?
