Tom Foolery started with the simple idea of creating rompers that allow women to use the ladies room without sitting on a drafty stall clutching their naked chest with a jumpsuit around their ankles while frantically tracking passers-by in the crack next to the door. The solution was this: an open, overlapping side seam with a drop-down seat.

The brand uses two different types of fabric to accomplish two different goals. One textile is made from recycled plastic bottles in an attempt to clean up the plastic that already exists in our landfills. An effort to correct. The other is made from responsibly sourced eucalyptus Tencel with minimal impact to the environment and colored with natural dyes. An effort to sustain.

Tom Foolery partners with Heri Sewing College in Kenya offering girls the opportunity for independence through starting their own business. Each student spends two years studying the techniques of garment making and upon graduation is given their own machine. Many of these female students have been subjected to horrific abuse. Cultivating the skill of sewing and being able to make money gives them the opportunity to live their own lives, choose their own spouses, and create the family they want.

Shannon Ashford, founder of Tom Foolery, learned how to sew as a young girl, “I make clothes for the same reason I drink whiskey and never wear shoes- it makes me happy,” says Ashford. “I started Tom Foolery to create problem-solving designs and to make people’s lives better. I chose jumpsuits because I truly believe they are the perfect manifestation of the energy and adventure of a tomboy packaged as a classy lady.”

Let’s dive into the first edition of Commerce Chats.

Alexis Damen (AD): What’s your day to day like as a business owner?

Shannon Ashford (SA): No day ever looks quite the same which I love. However, the pandemic has given me more of a daily routine in the absence of events. My usual day starts at 5 am, I make coffee and read for an hour then exercise for an hour or two (I am currently training for a triathlon with my sister so the workouts have been longer). I tend to schedule calls and meetings for the morning and try but usually fail, to clean out my inbox. My brain is a little sharper in the morning so I try to get all the verbal/written communication taken care of then. In the afternoon I refuel on coffee and get to spend the rest of the day working on creative projects: sewing and fulfilling orders, working on new designs, shooting photos or videos for social, the list is endless. Of course, there are also days when I spend 12 hours editing photos and updating our website, and trying not to punch a hole in the wall when the internet gives out. You never really know what you’re going to get.

AD: What do you wish you had known before starting your business?

SA: I wish I had known to pace myself. There can be such an adrenaline rush involved in starting a business that it’s easy to get caught up in the urgency to prove right now that you can succeed. Success is built. One day at a time, usually in a painstaking but unbelievably satisfying manner. It’s hard work and a lot of persistence, resilience, and adaptability to keep a business going. In the beginning, I said yes to every opportunity and wasn’t giving myself time to reflect on what was working and what wasn’t, I just wanted to keep sprinting forward. I’ve learned that it is really important to cultivate endurance in running a business.

AD: What has been your biggest obstacle so far? And what did it teach you?

SA: There is a lot to choose from but I think this past year of pandemic-riddled uncertainty shifted some things for me. The shutdowns changed so much. It felt like in a matter of two weeks we all had to throw out our plans and goals for the rest of the calendar year. I had moments where I thought about giving up. I realized that since I started Tom Foolery, I had taken it on as my identity. It can be hard to separate yourself as a being from work you are so passionate about because it does start to feel like who you are. But really, it’s just what you do. And that does not diminish any value in the work or in you as a person. It was a tough lesson for me to be able to detach and realize who I was outside of Tom Foolery and what I would be if the business didn’t make it through the pandemic. It’s not about the work I do or the relationships I sustain but what qualities and talents I have that can positively impact the world. Being able to step back and see Tom Foolery as its own entity, not an extension of myself has led to better decision-making and a lot more grace.

AD: What book or resource has helped you the most with building your business?

SA: Oh gosh, it’s so hard to pick just one. So I’ll pick three! First is The Book of Joy by The Dalai Lama, Bishop Desmond Tutu, and Douglas Abrams. My all-time favorite book, I read it every January. It’s an amazing reminder of the power of relationships and prioritizing well. There aren’t many things in this life we have control over, but joy is one of them. The second is Blueprint for Revolution by Srdja Popovic. It gives you a new perspective on building communities, uniting for a cause, and bringing in humor to lighten the load. And finally, The Power of Moments by Chip and Dan Heath. This one gives you a great understanding of how rewarding it is to stay present and the importance of marking beginnings, endings, and transitions.

AD: What’s one thing you do every day to keep your business on track?

SA: Pray.

AD: What’s one piece of advice you’d like to pass on?

SA: Just take the first small step. Don’t overthink, overanalyze, or lollygag. Just take the first step because whatever you feel called to do I guarantee you will never regret trying. You might regret not trying sooner.