The history of two entrepreneurs, Don Ressler and Adam Goldenberg leads to great things. These two men, the most unlikely candidates for stirring up successful business in shoes, began making waves in the industry as a pleasant surprise to fashionistas everywhere. The birth of Shoedazzle and JustFab was born out of their trial with technology, consumer demand, and last but not least the fashion industry.
These two men turned the fashion industry on its head by taking it all online, and building a business model that was e-commerce driven only. This has made it easier for these men to not only launch their brands, but it has also helped them outdo other brands as a result of going online. How did these two get their start? You could say they both got a very early start.
Adam Goldenberg was already testing out his entrepreneurial spirit at the age of 15 when he started a website for advertising specifically for gaming companies. Goldenberg was successful and ended up selling his company to Intermix Media in 1999. Little did he know that this was the beginning of beautiful things to come for him in technology and e-commerce.
Don Ressler, also working on his own invention eventually sold his company to Intermix Media as well, and as a result he ended up shaking hands with Goldenberg and sharing ideas on how to change doing business online as we know it. At the time, Ressler’s website was focused on fitness, and at that time he was dedicated to helping other companies raise capital. During this time Ressler was introduced to numerous fashion companies, and this became an industry that he wanted to delve into further. Finding the right partner, Goldenberg and Ressler set off on their new venture, writing up goals and ideas for launching Shoedazzle.
While Shoedazzle grew as a massive success, it didn’t take long for Fabletics to turn into gold. The idea that you could take activewear and turn it into something more versatile and affordable, was helping corporate executives get into the gym from their office, and then out the door to their home for the evening. This casual activewear, at an affordable rate and easily accessible was winning the day all around the world.
As Goldenberg and Ressler continued building brands they also became aware that they could open up additional markets through online marketing and e-commerce alone.