Ten Minutes With Designer, Jordan Veatch-Goffi

Designer Jordan Veatch-Goffi sketches her personal style as "simple, classic, and with a splash of color." The same philosophy guides Doce Vida Fitness Wear, Jordan's line of fitness separates that's as perfect for lunges and sun salutations as it is for lounging or running errands. Designed to flatter a woman's body, the line not only comes in a bouquet of energizing colors but Jordan's fit tips help you easily layer the tops to customize the amount of support and coverage that's right for you. And judging from the testimonials throughout the site, working out in Doce Vida Fitness means you'll spend less time tugging your togs back into place and more time perfecting your handstand. Here's more from the former Gap merchandiser on her fashion-forward fitness line.

Oligoville: Tell us about your brand and how it is different from your competition.

Jordan: Doce Vida Fitness Wear is perfect for everything from working out to lounging. It's high- performance, stylish workout apparel made with a unique, ultra soft, super moisture-wicking 12% stretch fabric that instantly slims. Many things set us apart. If I had to choose two, I'd say our fabric is unlike any other. It instantly slims, wicks away moisture, and reduces muscle vibration. Also, our customer service is exquisite. We are known for our customer service because we get back to everyone in a timely manner and treat our customers the way we want to be treated as a customer. We believe in going back to the "golden rule." Yes, it even pertains to business!

Oligoville: How did your career or interest in design begin?

Jordan: You don't get much better retail merchandising experience than working for Gap Inc. I was lucky to be selected out of a pool of thousands to be a part of Gap's prestigious Retail Management Program. During the course of one year a group of 20 young men and women are trained by company VPs in all four facets of retail: merchandising, planning, production, and marketing. This experience, along with my years as a merchandiser at Gap Inc., were invaluable to me. Doce Vida definitely benefits from my experience, especially in the realm of production and knowing the laws of manufacturing and importing.

Oligoville: What's your design inspiration?
Jordan: The female figure inspires my designs. I design with our curves in mind, and Doce Vida's signature piping is strategically placed to elongate and slenderize the body.

Oligoville: Describe a typical day for you?
Jordan: Every day is different, which is so exciting for me! I always start my day with a Vega nutritional shake. Then I check emails, respond to customers, and process orders. I take a break midday for yoga or Pilates to clear my mind and tone my body. Then I focus on new business.

Oligoville: Describe your fashion style.

Jordan: Simple yet classic with a splash of color.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned from that.

Jordan: I manage every facet of my business from design to sales. However, the one part of my business that I have to entrust to others is my web site. The design and the shopping cart feature. I lost a lot of time and money working with a few developers who took advantage of me. My web site went through three different looks until I found the right designer and developer who finally understood my vision and created it. It is difficult to entrust someone with a part of your business where you are not the expert. Because of my experience, I have learned more about web development. My advice is that if there is a facet of your business that you are not an expert in, it is in your best interest to be knowledgeable so you are not taken advantage of. No one cares about your business like you do.

Oligoville: What has been the most rewarding part of your career?

Jordan: Knowing I am contributing to women feeling fabulous and receiving customer feedback like this example from a customer in Idaho has been rewarding. She wrote, "I put on my Paraty Pant to go grocery shopping, and this amazing thing happened. Suddenly I wanted to go to the gym. . .I felt fabulous! Your fabric has amazing qualities!"

Oligoville: Tell us where you expect to see your business in the next five years and some of the goals that you have for your brand.

Jordan: Within five years, my business will have full-time employees, be sold at hundreds of top retailers and fitness clubs worldwide, and be a recognized brand in high-end fitness gear. Personally, I will have the time and finances to contribute more to the charities and non-profits that mean the most to me.

Oligoville: What advice do you have for aspiring entrepreneurs?

Jordan: My best business advice is to always get back to those who contact you within 24 hours. Even if you do not have a complete reply, just send a note letting them know you received their message. We are known for our customer service because we get back to everyone in a timely manner and treat our customers the way we want to be treated as a customer. I can't say enough how important it is to go back to the "golden rule," which even pertains to business! Everyone from customers to business associates appreciates attentiveness. This will carry you a long way.

Oligoville: What song never fails to make you happy?
Jordan: "No One" by Alicia Keys