Today, I launch a flash sale, in hopes of raising capital and awareness for the brand, to pave the way for some important steps toward turning this into a full time business.
Over the last year, I have put my available energy into the backend, like the website, product photography, graphic design (especially for advertising), and more. I began to scramble when I saw a declining sales trend. Although it’s traceable to Etsy algorithm changes mostly, I had to confront myself in this process, accepting criticism and feedback, looking objectively at my presentation (from photography to packaging) and where it needs improvement. I’m still in the midst of the process.
I have been wearing my Held belts every day since 2009. At first, I only had the Classic black belt, and it was my everything belt: work, play, and formal wear. After taking over the brand in 2022, I absorbed four different designs that I rotate for all occasions. I certainly believe that you should only sell a product you stand by, and use for yourself.
Over these last two years, I have sold about one hundred units online, earning more 5-star reviews on Etsy. Dozens more have sold at markets.
I really haven’t been receiving negative feedback. Sometimes silence is what you pay attention to for implicit feedback. In other words, I want more positive reviews, and I will do what it takes.
I keep this brand going because I receive orders from customers going back more than a decade, finally replacing their first belt. Shark-like business-people will say that’s terrible, you can’t make a product that people won’t replace for ten years.
I don’t care. I will wait for you. Sometimes your silence is a good thing.
I have learned a great number of lessons about business, marketing, presentation, design, and competition. I didn’t realize how many fashion brands were out there hoping to become the next big thing. Either that, or someone has no passion for design and durability, they just want a no-name entity to pump out cheaply made product that nobody will ever never seek out a replacement for. These brands will position their products in places where shop owners, who also have no passion for style or quality, will just buy it because it’s cheap and immediate and they know they can move it.
The principle of Held Gear is to make a product you remember, that you keep and care about. That idea is to be extended far beyond belts, if successful. It doesn’t matter how long it takes, I’m just taking it all one step at a time.
With a successful clearance sale, I want to order some new materials for new designs, and spend on marketing. However, I have a few more steps to take to improve the design and presentation. When all of these preparations are made, I hope to find new customers with some cleverly targeted advertising.
I believe this can be a full-time business, one that employs a handful of people, and stimulates American manufacturing.
Let’s start with this flash sale.
Please take advantage of these deals now and find your new favorite belt today!