Alyssa Wasko, founder of Donni, shares how she built a successful fashion brand starting from a single, niche product category: scarves. This episode highlights the power of organic growth, leveraging early sales channels like Etsy and trunk shows, and the importance of personal storytelling in brand building. It's a masterclass in scaling a DTC brand with a strong wholesale presence without external funding, focusing on authenticity and customer connection.
Key takeaways
To build a sustainable brand, focus on organic growth and self-funding before seeking external capital. Donni grew for 13 years this way.
Leverage early sales channels like Etsy and trunk shows to validate product-market fit and generate initial revenue, even while working another job.
Develop a strong brand narrative around personal stories and product insights, and use platforms like Instagram Lives to connect directly with customers and retailers.
Expand product lines thoughtfully from a core offering, maintaining brand values like "comfort and ease" for consistent brand identity.
Integrate wholesale strategically with DTC to achieve broad market penetration and brand visibility without over-reliance on a single channel.
When Alyssa Wasko was in college, she never thought she'd start a fashion brand. Fast-forward 13-years later, and Donni has become well-known for its elevated basics.
In 2009, Wasko began making scarves to cope with the death of her father, Donald, for whom her company is named. Her college friends started placing orders and, eventually, she was selling scarves as a side gig while working at Chanel as a visual merchandiser.
On the latest episode of the Glossy Podcast, Wasko said her years at Chanel prepared her well for her current role and that her Chanel co-workers were supportive of her side hustle. She also recalled hat, while getting her company off the ground, she sold scarves on Etsy and hosted trunk shows throughout the year. Now, Donni is sold in over 115 stores worldwide including Saks, Revolve, Holt Renfrew and Free People. Donni also sells direct-to-consumer through its brand website. Drawing on its core characteristics of comfort and ease, Donni has since expanded from selling neck warmers and sarongs to offering a full fashion line. Along with women's clothing, it includes hair accessories and jewelry. To date, Donni has been entirely self-funded, and organic growth is what has sustained the brand throughout its 13 years, Wasko said. Recently, the brand began to focus more on the personal stories surrounding its products. "Our team is speaking more on Instagram Lives and in videos for our retailers and e-commerce customers. [We're aiming to] speak to more of the product and [provide] insight into our brand and our processes," said Wasko.
To build a sustainable brand, focus on organic growth and self-funding before seeking external capital. Donni grew for 13 years this way.
What does this episode say about brand & content?
Leverage early sales channels like Etsy and trunk shows to validate product-market fit and generate initial revenue, even while working another job.
What does this episode say about retail & omnichannel?
Develop a strong brand narrative around personal stories and product insights, and use platforms like Instagram Lives to connect directly with customers and retailers.
What does this episode say about founder & leadership?
Expand product lines thoughtfully from a core offering, maintaining brand values like "comfort and ease" for consistent brand identity.
What does this episode say about dtc strategy?
Integrate wholesale strategically with DTC to achieve broad market penetration and brand visibility without over-reliance on a single channel.
