Jamie Kern Lima

Long story short, I see QVC has this giant booth there. And I was like, oh. Now, Alan Burke had said, the head of QVC Beauty had said, no, you're not the right fit for us or our customers just a few months before. But I was there and I'm like, I've never met anyone in person. at QVC. And so you're not allowed to leave your three-foot table. And I could not afford to get kicked out.

But I was like, I've got to do... I kept praying about it. And I felt in my gut, I've got to do this. And I kept leaving my table. And every time I go over toward their booth, their buyers were mobbed, just crowded with people. So I go back. I eventually go over and I get straight to a buyer and I introduce myself to her and I said, I'm Jamie Kern Lima. I started a company called It Cosmetics.

But I was like, I've got to do... I kept praying about it. And I felt in my gut, I've got to do this. And I kept leaving my table. And every time I go over toward their booth, their buyers were mobbed, just crowded with people. So I go back. I eventually go over and I get straight to a buyer and I introduce myself to her and I said, I'm Jamie Kern Lima. I started a company called It Cosmetics.

She's like, oh yeah, I have your samples. And I was like, oh, really good. And I remember this is so gross, but this is confessions of an entrepreneur, of a founder. I remember talking to her, trying to like pour everything I have into this. And I remember sweat dripping down my legs because I was so nervous.

She's like, oh yeah, I have your samples. And I was like, oh, really good. And I remember this is so gross, but this is confessions of an entrepreneur, of a founder. I remember talking to her, trying to like pour everything I have into this. And I remember sweat dripping down my legs because I was so nervous.

And anyways, at the very end, she gives me her card and she says, let's have a meeting at QVC. And I know. And I was like, and then I was like, wait, does she mean it? Like, if you've ever had anyone go DM me and then like I'm on my Instagram looking and there's no DM. I didn't know if she meant it, but she did. And we flew out to Pennsylvania. We had a meeting and we got our very first big yes.

And anyways, at the very end, she gives me her card and she says, let's have a meeting at QVC. And I know. And I was like, and then I was like, wait, does she mean it? Like, if you've ever had anyone go DM me and then like I'm on my Instagram looking and there's no DM. I didn't know if she meant it, but she did. And we flew out to Pennsylvania. We had a meeting and we got our very first big yes.

But, huge but, what it meant was I got one shot. Mm-hmm. Mm-hmm. So everyone imagine this. QVC is live to 100 million homes. I got one shot in this 10-minute window to go on live and either hit their sales goal or not come back. So I learned that I have to sell over 6,000 units of our product in a 10-minute window to hit their sales goal.

But, huge but, what it meant was I got one shot. Mm-hmm. Mm-hmm. So everyone imagine this. QVC is live to 100 million homes. I got one shot in this 10-minute window to go on live and either hit their sales goal or not come back. So I learned that I have to sell over 6,000 units of our product in a 10-minute window to hit their sales goal.

Because remember, on QVC, every minute of airtime, you're competing against the numbers Apple iPhone could do or any other big product. So you have to deliver these high numbers. So then I learned... And... Yes.

Because remember, on QVC, every minute of airtime, you're competing against the numbers Apple iPhone could do or any other big product. So you have to deliver these high numbers. So then I learned... And... Yes.

But wait, there's more.

But wait, there's more.

I then learned that it is a consignment offer, okay? And what that meant was we somehow had to pay for over 6,000 units of product. And if it doesn't sell, I have to take it all back and we're not paid. So you should never say yes to that. You should never say yes to that.

I then learned that it is a consignment offer, okay? And what that meant was we somehow had to pay for over 6,000 units of product. And if it doesn't sell, I have to take it all back and we're not paid. So you should never say yes to that. You should never say yes to that.

Well, and here's what's wild. We couldn't even afford to put on a credit card. So we were like, how are we going to do this? We went to 22 banks trying to get a loan, an SBA loan. They all said no, and they should have because we had no accounts receivable. 23rd Bank, California Bank and Trust, gave us an SBA loan that covered the amount of this one big purchase order and then a little bit more.

Well, and here's what's wild. We couldn't even afford to put on a credit card. So we were like, how are we going to do this? We went to 22 banks trying to get a loan, an SBA loan. They all said no, and they should have because we had no accounts receivable. 23rd Bank, California Bank and Trust, gave us an SBA loan that covered the amount of this one big purchase order and then a little bit more.

And we decided to go all in because I was like, I don't know how we're going to make it if we don't. Oh, I have chills. And we used that little extra money. We hired third-party consultants and they're amazing. They all said the same thing. They said... okay, if you want a shot at actually hitting these sales numbers and making it on KVC, here's what you need to do.

And we decided to go all in because I was like, I don't know how we're going to make it if we don't. Oh, I have chills. And we used that little extra money. We hired third-party consultants and they're amazing. They all said the same thing. They said... okay, if you want a shot at actually hitting these sales numbers and making it on KVC, here's what you need to do.

In your 10 minutes, you need to put this type of model demonstrating your product. And then, and they would tell me all the things to do, which was all like literally girls that looked like they were 12, all with the same skin tone and no skin challenges. And so I said to them, okay, Here's the thing. Here's my authentic vision for the brand.