Profit, People, Planet & Noso Patches: Q&A with Founder & CEO Kelli Jones
Kelli Jones of Noso Patches is saving resources while bringing pizzaz and new life to torn nylon gear (think your favorite down jacket). To learn more about her story and how Silicon Couloir is helping support Noso's journey read our Q&A with the queen of patches. We're proud to be Empowering Entrepreneurship in the Tetons. Learn more about Noso here: nosopatches.com
Q: How did you come to found Noso Patches?
A: In 2015, I hopped a barbed-wire fence while I was hunting and ripped my brand new $400 Patagonia Fitz Roy down parka. I cut a piece of duct tape into the shape of a heart and put it on my coat sleeve, but didn’t like the way it looked. Nylon gear rips all the time, and I had lots of tears in my clothing, so I started cutting fabric patches into fun shapes which caught people’s eye in the tram line at Jackson Hole. People kept asking me about them, so I thought to myself, this could be a business opportunity.
Q: Tell us about the growth of Noso Patches. How were you able to scale so successfully?
A: When we launched the company in 2016, we quickly realized we were onto something big! There was nothing like what we were doing available on the market. Patent-pending, we have been able to create a strong market share, dominate the sustainability space, and create a cult following of DIY-ers who care about repairs. We are still rocking and rolling, and we are lucky to have a solid US-based supply chain to grow. We are currently looking to set up additional operations overseas as Noso continues to work towards its north star— that is to be bundled on gear at the point of purchase, just like when you get an extra button with a new sweater!
Q: How has Silicon Couloir supported you in your journey?
A: Silicon Couloir board member Liza Millet is a good friend of mine and has supported me since the beginning. Noso was moving so fast the first 2 years. We opened 250+ retailers, and I had little time to hop out of the weeds and look at the big picture. When Silicon Couloir launched its TEAMS program, Liza said, “you should do this, Kel”. I am so thankful for this resource as I don’t have to take my business concerns home with me, as this built-in board of advisors program acts as my sounding board and helps me plan for the future.
Q: What were some challenges you encountered, and how did Silicon Couloir help you overcome them?
A: We had a couple of issues last year when Covid hit, and they were there for me. Our third-party logistics team was a complete disaster last April to June, dealing with their own state’s regulations and such. During Covid, our orders were sitting for months, sometimes orders were shipped to the wrong store, and then worst of all… we had damaged product due to their employees taking our product off-site to assemble. It was a rough few months;, no one saw any of this coming. We pivoted behind the scenes, as I kept smiling and waving like a queen. My TEAMS advisors were there with me. We weighed all the pros and cons, and together decided to bring all product back to our HQ in Jackson and fulfill and assemble orders locally until COVID-related concerns passed and we could successfully rely on another third-party logistics/ warehouse team.
Q: What do you appreciate about being in the Teton region?
A; I’m patching the planet and I’m immersed in the natural world every day. Having access to all the activities I like to do fills me up. I hike, hunt, ski, dirt bike, swim, raft, and mountain bike. Being close to nature is the only way for me. I am a small-town girl at heart. I could never live in a city: there are too many roads, lights, noises, and crowds. I like how small our town is. I like that I know the names of the people that check me out at the grocery store (Hi Hunter & Wil). I appreciate all the wonderful people in my life and the community here in the Tetons. As our community continues to change, the die hards are still here, working hard, playing hard. I am thankful I am part of that group of people that make Jackson’s lifestyle what it is.
Q: Would you recommend TEAMS (or other Silicon Couloir programs) to fellow entrepreneurs and why?
A: Yes, I’d recommend TEAMS to other entrepreneurs if they are looking for a sounding board and unbiased honest support. My TEAMS advisors help me see my blindspots and face them head-on. I’m too nice, which can impact my business. I’m really working on that one, golly gosheroos! I never thought running a business would be so tough, but I am learning how to lead a company, delegate tasks, and the art of managing people. My advisors will say, “are we still talking about XYZ”…they help me move the needle (not the sewing ones) on some of my bigger challenges. They’ve been standing in my shoes. They know what it’s like to be an entrepreneur.
Q: Being an entrepreneur can be lonely. How has Silicon Couloir contributed to a sense of community?
A: I was a Division 1 scholarship athlete in college. As a swimmer, you spend half of your life underwater and you get comfortable being in your own world. I’ve always been extremely independent, and I don’t get lonely. There is just so much to do and see in this life. That said, I am alone and on my entrepreneurial island at times for sure, but my work is an extension of who I am and aligns with every cell in my body.
My TEAMS mentors have helped me build a solid team that supports Noso’s mission. I’m also grateful to have so many people in this community who are rooting me on. Like when I am skiing under the lift in Laramie Bowl and someone yells “Hey Patch lady, I need a Noso!"
I do look forward to having a cocktail at another in-person Chance Meetings again soon.
Q: Is there anything else you would like to share?
A: The average American tosses 70 pounds of textiles annually. If a critical mass of people start patching their gear instead of trashing it, that has an impact. I’d love for every one of you reading this article to tell your friend about reducing textile waste and keeping their gear in use for as long as possible. I like to say #patchpowertothepeople … DIY repairs are the future. We make it so easy for you to repair gear, no needles, no thread. I invite you to join the Noso Patches revolution! Patch on!! Xxx, Kelli.