Jessica Honegger of Noonday Collection: How She Pivoted and What We Can Learn From Her Super Powers
When Jessica Honeggeris faced with any potential obstacles, she always faces it head-on, and in fact, that seems to be one of her superpowers.
Author, entrepreneur, activist, and founder and co-CEO of the world’s largest fair-trade accessories brand Noonday Collection, continues to do extraordinary things for thousands of women facing insurmountable challenges in economically disadvantaged countries across the globe.
To date, there are 4,500 Artisans in 15 countries, and 2,000 Ambassadors as part of the Noonday Collection family. Noonday sells hundreds of thousands of pieces a year via trunk shows.
It’s a direct selling model: the “Ambassadors” work with hosts who invite friends over, gathering to sell jewelry and bags, and support vulnerable artisan makers around the world in the process.
“We all know someone who has been affected by COVID-19: a mother who lost her job or a local business that’s shut down,” says Honegger. “Our program, Gather for Good, allowed our thousands of ambassadors to fundraise for those in their local communities that need it most.”
When the pandemic hit, sales weren’t the only concern. Noonday was also looking at potential troubleshooting for its supply chain in case some artisan makers were disrupted, as well as updating marketing and sales training to meet the demands of the crisis. These are just some of the ways that Honegger and Noonday have successfully pivoted since COVID-19 turned our lives upside down.
Looking back to her teen years, Honegger’s current path in life appears to be destined. When Honegger was 15 years old, she traveled to Africa with her church to help build a sewing facility and first learned about microloans and how they can change the lives of women around the world.
While she was touring a community in Kenya, she met a woman who was loaned $50 to start a fruit stand and this enabled her to get out of an abusive marriage and create a thriving business opportunity to care for herself and four young children. This experience as a young girl changed Honegger’s world view and laid the foundation for her launch of Noonday Collection.
“What stood out for me on that first trip was how this woman became a thriving entrepreneur as a result of this little microcredit loan,” Honegger explained.
“That vision at a young age of being able to create an opportunity for others through job creation, in a way that’s really dignified continued throughout my life,” she said. “Little did I know I would start something that I feel is one of the best models to sustainability: helping people by not giving them fish, but helping them to learn how to fish.”
This empowered businesswoman and humanitarian has given women in some of the most impoverished, anti-feminist communities around the globe the opportunity to earn an income, be self-sufficient, and feel empowered as a result of her accessories brand, Noonday Collection.
As a passionate entrepreneur, her goals are to always use boldness, bravery, and an empowered mindset: “To create a flourishing world where people have jobs, women are empowered, children are cherished, and we are all connected.”
The model is profitable and growing — in the past decade, Noonday has generated more than $26 million in sales for this global sisterhood. But due to social distancing guidelines and the clear need to avoid group interactions, trunk shows were grounded.
So, what did the future look like for Noonday and the direct selling businesses like them during this global health pandemic when thousands of salespeople and even more Artisans lean on Noonday for income during an uncertain economic landscape?
The solution: pivoting to virtual trunk shows and offering a giveback plan that allows anyone that hosts a trunk show to give 10 percent proceeds to a U.S.-based individual or organization. That could be a local food bank or a friend out of work due to a layoff. The program was designed so anyone can raise funds for someone or a cause in need. A host just needed to sign up to host a trunk show and an ambassador would reach out to set up the next steps.
The initiative, Gather for Good, involved virtual trunk shows hosted on Zoom, FaceTime, Google Hangout, or any platform where people can gather.
As previously mentioned, Honegger, the founder, and co-CEO of the world’s largest fair-trade accessories brand Noonday Collection — is doing extraordinary things for thousands of women facing insurmountable challenges in economically disadvantaged countries across the globe.
The Austin, Texas-based Noonday Collection believes that investing in women has the potential to transform entire communities, which is why they focus on impacting women in vulnerable communities where gender inequality and limited economic opportunities have held them back.
Today, Noonday Collection supports dignified work for 4,500 artisans in 15 countries — 74 percent of whom are women. Noonday is deeply invested in its global network of female artisans, taking steps to ensure their success beyond what companies typically do.
Here is what we can learn from Honegger’s awesome journey, how she is changing lives, and dedicated to family, philanthropy, and more, especially during the complications caused by the global health pandemic.
The current circumstances have also presented opportunities for my family and me to deepen relationships and appreciate the simple things in life that we once took for granted. We’ve had meaningful conversations about what we’re seeing take place in the world and we have also taken time to just get out and explore it together. I believe that constraints breed creativity — professionally & personally. And this pandemic has enabled us to pivot and create in new ways.
Jessica, how have you, your family, and your business pivoted during the past nine months of COVID-19?
As it relates to business, our initial forecast was that we could see up to a 75 percent decline from the previous year, as the effects of COVID-19 significantly impacted production on the artisan side of the business, and demand for accessories slowed at home.
In response, we’ve shifted our product development, cadence, and marketing to meet these changes. Additionally, we’ve made pivots on the Ambassador side of the business, converting to online trunk shows and even creating a new interactive online lookbook that has generated an incredibly positive response from consumers and stakeholders. We put this together with a smaller team than usual — I even stepped in as the stylist!
What were some of the factors involved?
All community workshops in India were closed for the 60-plus days the country was on lockdown — meaning production for those artisan partners came to a halt. Within Ethiopia and Uganda where we have worked with artisan groups for years, all public transportation was suspended, impeding the artisans’ ability to make it to work to earn their income, and also delaying production due to the labor shortage in the process.
Many have also experienced raw material shortages or delays as their suppliers were affected by COVID-19 restrictions, forcing us to alter product materials, source them from other partners, or purchase domestically and attempt to ship to artisans overseas.
What challenges did you face personally?
I’m a mom of three kids who are 14 and under — Amelie. 14, Holden, 12, and Jack, 11, (plus, the cat!), and on the home front, navigating this “new normal” has presented its own set of challenges — the upheaval of routines, venturing into the unknown (virtual schooling), and feeling a sense of restlessness at times.
Was there any upside for your family?
Yes, the current circumstances have also presented opportunities for my family and me to deepen relationships and appreciate the simple things in life that we once took for granted. We’ve had meaningful conversations about what we’re seeing take place in the world and we have also taken time to just get out and explore it together. I believe that constraints breed creativity — professionally & personally. And this pandemic has enabled us to pivot and create in new ways.
Tell me about the new ideas, products, and services are you offering?
Product-wise, remaining nimble has resulted in our venturing into new categories that we may not have otherwise, such as do it yourself (DIY). We had excess bead inventory from partners in Uganda and Ethiopia, so we launched two DIY bracelet kits, which ended up selling out. Because of this unforeseen demand, we have incorporated DIY bracelet kits into our production plans and will be launching additional styles this fall.
What else is new?
We’ve also introduced candles and our first men’s line. The candle was an idea to celebrate 10 years as a company, and we worked with a scent specialist to create the dreamiest signature scent. I always say it smells like a really good-looking guy who just emerged from the forest holding a bouquet of freshly picked flowers to hand to his long-lost love. In other words, it’s a floral aroma with woodsy notes and some cardamom for a kick!
The men’s collection has been long-awaited, and it includes four leather items — a luggage tag, passport holder, Dopp kit, and wallet, which are all hand-crafted by artisans in India. This month we’ll be releasing a line of masks as well.
I have always believed that women on a mission are unstoppable, and that has been proven tenfold over the course of this pandemic. I think that the knowledge myself and my team have collectively acquired, the successful business pivots that we have made, and the way in which our global sisterhood of Noonday Artisans and social entrepreneurs have supported each other, could provide some of the hope that people are looking for right now. People are drawn to hope and exercising their agency to do good.
How do you entertain and bond with your children these days?
As I’ve looked back on the past six months, I realize what gave our family its energy was play. We discovered new bike trails, and took up playing Spades, and made it through screaming matches of the card game Dutch Blitz. We came up with new recipes, made kombucha, and explored new parts of a seemingly empty Austin.
How has your husband supported you, your children, and the company during the pandemic?
My husband, Joe, has also been a wonderful support system, and being “Team Honegger” has been our marriage mantra the past couple of months. We listen to each other, assume the best in one another, and actually value the other’s opinion. If you’re familiar with the Enneagram, I am a Type 7, and Joe is a Type 1. Balance is key!
He also stepped into an unexpected role with the company earlier this month — model! My ‘Noondude’ made his premiere debut for our men’s line. Joe is likely the most reserved, man-of-few words, doesn’t-want-attention sort of guy you will meet, so you can imagine how much he must love Noonday (and me) to model for us.
The title of your book is Imperfect Courage. What does striving for perfection mean to you?
Striving for perfection causes comparison. I think perfectionism naturally comes from this place of looking around at other people and thinking that you need to be the carpool driving mom, who shows up for the field trips and makes the cupcakes, while being the manager at work who appreciates everyone, and is able to kind of linger after meetings to talk about everyone’s weekends. And that she needs to be this wife who helps her husband feel like he’s living out his dreams, too.
All of that definition of perfectionism comes from the outside and can cause a striving and really can take the joy out of the journey. When we can let go, and not focus on other people, we can focus on ourselves, our gifts and callings, and how we each uniquely show up in the word and really own that. We can stop diminishing this and not compare it. When we come from that place, we really bring energy, love, and joy to the journey, and therefore, to the people around us.
Would you consider writing a second book?
My first book, Imperfect Courage, was inspired by my own global entrepreneurial journey and a desire to implore as well as empower readers to refuse to let fear keep them seated and to become the change-makers that we want to see in the world. Since that book was published, the journey has continued, and I’ve learned an incredible amount about my own resiliency and the resiliency of my business along the way — even more so during the past few months.
Please tell me more.
I have always believed that women on a mission are unstoppable, and that has been proven tenfold over the course of this pandemic. I think that the knowledge myself and my team have collectively acquired, the successful business pivots that we have made, and the way in which our global sisterhood of Noonday Artisans and social entrepreneurs have supported each other, could provide some of the hope that people are looking for right now. People are drawn to hope and exercising their agency to do good. So, maybe there is a second book in there somewhere!
As soon as you can travel on company business where you will go, what will you do for the artisans and will your family go with you and why or why not?
Before the pandemic hit, I actually had plans to take my entire family on a Noonday Ambassador trip to Guatemala in July. I would love to be able to make that trip and experience happen, as it is a wonderful opportunity to connect with our Ambassadors, meet Artisans in their own communities, and see the impact Noonday is making first-hand.
What else can you say about this?
As far as our Artisans, we will continue to do what we’ve always done — support them in any way that we can. During this pandemic, we decided to turn our Impact Giveback Campaign–an annual initiative to raise funds for a specific country, partner, or cause–into Gather for Global Good: Impact Giveback in support of our artisan partners and their communities. To date, we’ve raised more than $50,000 for emergency assistance, which includes funds to supplement incomes, food rations, health kits, and general living costs.
In all honesty, I’ve drawn a lot of hope, courage, and resiliency from the artisans that we work with, and will continue to be there for them in the way that they have done so for their communities.
What are you looking forward to during the rest of the year both personally and professionally?
Spending time with loved ones and continuing to improve our business outlook for the future. That means viewing this time as an opportunity to shift the way we do business, including converting our salesforce to virtual selling and being nimbler and more efficient from here on out.
I believe that we are going to have our strongest year ever in 2021. Don’t get me wrong, the effects of COVID-19 on our business and our personal lives will likely be felt for many months or possibly years to come, but we have reason to believe that brighter days are ahead.
What was the first sign that major changes were ahead for your business?
We stopped having trunk shows in mid-March when the shelter-in-place order went into effect and no one was allowed to gather. Our March revenue plummeted — we had been doing virtual trunk shows, but it really wasn’t a big part of our business. There was more revenue and love for in-person gatherings. But the 100 percent virtual model has become Ambassadors are able to reach people and harness sales across the country, such as former college roommates or old pals from places they once lived. We rallied and I am thankful to report that staying nimble has resulted in our strongest July in company history, with 95 percent growth year-over-year. We collaborated with No Kid Hungry in May and gave back 10 percent of sales at every trunk show and it was clear that retail therapy is alive and well.
What are the life lessons that you want your three children and other people’s children to embrace?
There is a line in our Noonday Collection Ambassador manifesto that says, “When we look across the globe, we don’t see strangers, we see ourselves.” So, I think that when we can learn to see ourselves in other people, no matter how different their circumstances might be, or regardless of their language or background, that’s where empathy comes alive, and when we can experience that sort of empathy, it only leads all of us to action.
Your life must be so different in 2020 compared to the year before with you and your children home and so much to juggle.
I went to eight countries last year in addition to conferences. It’s been nice to just simplify life in that respect. Our Artisan partners have become savvy with Zoom, and that brings us closer together — even though we haven’t been able to visit our partners.
What advice do you have for new or struggling business owners?
Open yourself up to creativity and possibility and let go of the past — Noonday Collection came to be because the real estate market crashed, and I needed something to pivot to. Instead of focusing on the past or the loss of what you had, be open to new opportunities in the future. It creates a real hustle. I was toting jewelry and asking women to open their homes. I used what I thought was an ending to create a new beginning.
When you previously thought things were not going to work out what kept you going?
Being on a mission and being part of something bigger than myself. We always have something to give. It’s about continuing to use my gifts and talents in a way that is in service to others. COVID-19 didn’t cancel everything in our lives, we still have our gifts and talents.
How are we going to be changed after the pandemic?
It will be really interesting how slowly or quickly we swing back to the fullness of our previous schedules. I believe that “the collective we” is going to want to live a bit of a slower life. We have found more satisfaction in the simpler things.
New traditions because of COVID-19– we are spending so much time together — we have a family meeting and look at the future. What do you want to start doing or stop doing? That just helped assessed ourselves. Adjust our schedules on the weekly basis.
Do you see any ‘Silver Linings’ to this pandemic?
My children are becoming responsible and independent — they see me lead my meetings. For Mother’s Day, one of my kids said, ‘you are such an incredible leader and because of you I know I will grow up to be an incredible leader.’
Wow, that must have been amazing to hear?
It really was. It’s amazing to know that they have such respect and admiration for what we have accomplished.
