Today, we have the pleasure of interviewing Kwame Zaire, a manufacturing expert specializing in electronics and equipment, with a focus on production management, predictive maintenance, quality, and safety. Kwame will share his insights on American manufacturing, small business entrepreneurship, and the significance of producing American-made products.
Can you tell us what inspired you to start Seek & Swoon?
The inspiration for Seek & Swoon came after a family vacation across Europe in 2015. My partner and I, along with our two young boys, spent the summer exploring different countries. Upon returning to Oregon, my partner was inspired to design throws that would remind her of all the beautiful places we visited. This experience motivated us to launch our luxury throws and blanket company at the end of 2016.
What challenges did you face when deciding to produce American-made products?
One of the main challenges was coping with the limited number of mills in the U.S. that could produce the high-quality, recycled yarn blankets we wanted. Producing domestically also meant higher costs, from labor to materials. However, we felt that the benefits, such as easier supply chain management and faster turnaround times for custom requests, outweighed these challenges.
Why was it important for you to manufacture your blankets in the United States?
Manufacturing in the U.S. was important to us because it provided greater control over the production process and allowed us to maintain high-quality standards. It also resonated with our values of supporting local businesses and sustainability. We believe that consumers are increasingly looking for American-made products and are willing to pay a premium for them.
How do you manage your supply chain to maintain a smooth production process?
We work closely with a small, family-run knitting mill on the East Coast. This collaboration allows us to keep our supply chain short and efficient. By working with a local mill, we can quickly respond to custom requests and ensure that our products meet our quality standards. We also partner with a small warehouse in Dallas that stores our blankets and handles order fulfillment.
What advantages do you find in working with a local knitting mill?
Working with a local knitting mill offers several advantages. It provides us with faster turnaround times for production, better communication, and more control over the quality of our products. Additionally, it allows us to support a small, family-run business, which aligns with our values.
Why is the name of the knitting mill you work with a “trade secret”?
The name of the knitting mill is a trade secret because we want to protect our unique production process and maintain our competitive edge. There are only a handful of mills in the U.S. that can produce this type of product, and we want to ensure that our brand remains distinct and exclusive.
How does working with recycled yarn impact the cost and quality of your blankets?
Using recycled yarn does increase the cost of our blankets, but it also adds to their quality and sustainability. The yarn we use is made from 75 percent recycled cotton and 25 percent recycled polyester, which makes it sturdy and helps the fabric keep its shape. While it raises the price point, it also appeals to customers who value sustainability and are willing to invest in a high-quality, American-made product.
Who are your primary customers, and what are they looking for in your products?
Our primary customers are individuals who value sustainability, quality, and American-made products. They are willing to spend more on a blanket because they care about these aspects and want to support a small business. Our customers often purchase our blankets as gifts, and we have loyal customers who buy from us repeatedly.
How do you differentiate your high-end blankets from cheaper, mass-produced imitations?
We differentiate our blankets through the quality of our materials, craftsmanship, and our commitment to sustainability. Our blankets are made from recycled yarn and are produced domestically, which ensures a higher level of quality compared to cheaper, mass-produced imitations. Additionally, our unique designs and attention to detail set us apart from competitors.
How do you feel about competitors who produce knock-offs of your designs?
While it can be frustrating to see our designs copied, we understand that knock-offs are typically of lower quality and do not meet the same sustainability standards. Our customers recognize the value of our brand and are willing to invest in the real thing because they care about the quality and values behind our products.
What role does sustainability play in your brand and product?
Sustainability is a core value of our brand. We use recycled materials for our yarn, support local manufacturing, and aim to create products that are built to last. This commitment to sustainability resonates with our customers and is a key differentiator for our brand.
How do you instill a sense of pride in owning Seek & Swoon’s products among your customers?
We emphasize the unique qualities of our products, such as their sustainability, American-made craftsmanship, and the story behind our designs. By highlighting these aspects, we help our customers feel good about their purchase and the impact it has on supporting small businesses and the environment.
Can you share the story behind the inspiration you drew from your travels in Europe to design your throws?
Our travels across Europe in 2015 were a significant source of inspiration for our designs. Each throw is inspired by the colors, patterns, and experiences from the various countries we visited. This personal connection to the designs adds a unique touch to our products and allows our customers to share in our journey.
How was Seek & Swoon impacted by the Covid-19 pandemic?
The pandemic initially brought uncertainty, but it also increased online shopping, which benefited our business. Customers were looking for high-quality, comfortable items for their homes, and our blankets fit that need perfectly. We were able to continue operations smoothly thanks to our localized supply chain and small business partners.
How are your blankets stored and shipped to your customers?
Our blankets are stored in a small warehouse in Dallas, where incoming orders are also processed and shipped. Working with a dedicated warehouse allows us to manage inventory efficiently and ensure timely delivery to our customers.
Can you talk about any corporate collaborations or special projects you’ve worked on?
We’ve had the opportunity to collaborate with various corporations and organizations, including Nike, Portland’s Major League Soccer team, and several hotels. These projects allow us to showcase our high-quality, custom-designed blankets to a broader audience and create unique products that align with our brand values.
What types of products do you offer, and in what sizes and price ranges do they come?
We offer three main sizes of throws: standard size (50”x60”), large blankets (60”x80”), and baby blankets (30”x40”). Our products come in nearly 45 distinctive designs with a variety of colors. Prices range from $90 to $230, reflecting the quality and craftsmanship of our blankets.
Why do you think consumers are willing to pay a higher price for your blankets?
Consumers are willing to pay a higher price for our blankets because they value the quality, sustainability, and craftsmanship that go into each product. They appreciate that our blankets are made from recycled materials, produced domestically, and designed with unique, meaningful patterns.
What feedback have you received from your repeat customers?
Our repeat customers often praise the quality and durability of our blankets, as well as the unique designs. Many of them have purchased multiple blankets for themselves and as gifts, and they appreciate the sustainability and American-made aspects of our products. Their loyalty and positive feedback are a testament to the value we provide.
Where can potential customers find and purchase your products?
Potential customers can find our products in select stores and boutiques throughout the country. They can also purchase directly from our website, where we offer the full range of our designs and sizes.
you have any advice for our readers?
My advice is to consider the long-term value and impact of your purchases. Investing in high-quality, American-made products not only supports local businesses but also promotes sustainability and craftsmanship. Look for brands that align with your values and contribute to a more responsible and thoughtful market.
