From Leaks to Love: How Crystal Etienne Bootstrapped Ruby Love to Period Positivity
“I’m Crystal Etienne, a black female businesswoman and founder of Ruby Love: a femtech company that supports women living their best lives, even while on their period.
Women have been having periods since the beginning of time.
When it was time to help my daughter navigate her first period, I was really disappointed with the options to provide her: uncomfortable, bulky pads that can leak, or tampons that can be intimidating for a young girl to use. Neither choice was a good one, which was why I decided to take action and develop period-proof apparel that every woman can feel comfortable and confident using.
I spent years testing prototypes to get the right design, materials, and technology while using myself, my friends and my family as product testers. I was relentless in pursuit of creating period-proof underwear and apparel that should never stop women from doing, being and going. I bootstrapped Ruby Love (formerly known as PantyProp) with an initial investment of $25,000 and launched on December 5, 2015.
I set my mind on helping women and making my dream came true, and that incredible ride isn’t over yet—just like the women who use my products, I will never stop doing, being, and going. I can’t wait to see what’s next for Ruby Love!”
How Crystal Etienne Bootstrapped Her Business & Tips On How You Can Do It Too
Imagine a world where periods are embraced, not dreaded. That's the vision Crystal Etienne, founder of Ruby Love, is bringing to life. But her journey from frustrated mom to period-revolutionizing entrepreneur wasn't funded by venture capitalists. Crystal bootstrapped Ruby Love, brick by brick, proving that with passion, resourcefulness, and a sprinkle of genius, anything is possible.
From Necessity to Opportunity:
Crystal's inspiration struck after childbirth, when leaks became a frustrating reality. Disappointed by the limited and often uncomfortable options available, she embarked on a mission to create leakproof underwear that was both functional and fashionable. This wasn't just about a product; it was about sparking a conversation and empowering women to embrace their periods with confidence.
Bootstrapping Brilliance:
Crystal didn't have a mountain of investment capital, but she had something more valuable – resourcefulness. Here are some of the secrets to her bootstrapping success:
Starting Small: Instead of a full product line launch, Crystal started with a single,well-designed leakproof panty. This minimized initial investment and allowed her to test the market and gather valuable customer feedback.
Building a Community: Crystal leveraged social media platforms to connect with her target audience. She built a community around Ruby Love, fostering trust and brand loyalty through open communication and a focus on real experiences.
Strategic Partnerships: Crystal collaborated with influencers and bloggers who aligned with her brand values. This organic marketing strategy helped spread the word about Ruby Love without a hefty advertising budget.
Crystal's Tips for Aspiring Bootstrappers:
Know Your Numbers: Financial literacy is essential. Crystal meticulously tracked her expenses and sales, making data-driven decisions to ensure the financial health of her business.
Embrace Multiple Revenue Streams: While Ruby Love focused on its core product, Crystal also explored additional revenue streams like workshops and educational resources. This diversification helped weather financial fluctuations.
Don't Be Afraid to Hustle: Crystal wore many hats, from product development to marketing and customer service. Her dedication and willingness to get her hands dirty were instrumental in the initial growth of Ruby Love.
Beyond Bootstrapping: Building a Movement
Ruby Love's success transcends leakproof underwear. Crystal has become a vocal advocate for menstrual health awareness and period positivity. Her story is an inspiration to aspiring entrepreneurs, particularly those from underrepresented communities. It's a testament to the power of perseverance, resourcefulness, and a desire to make a real difference in the world.
So, the next time you think about bootstrapping your dream business, remember Crystal Etienne and Ruby Love. With a little creativity, a lot of dedication, and a sprinkle of Ruby Love magic, anything is possible!
