How Shorty's Caboy Hattery Sells Exotic Furs and Custom-Made Items Online and Overseas
It’s the classic entrepreneurial story: a resourceful and innovative individual in earnest search to find a solution to a problem comes up empty and not only recognizes the void in the market but also sets their sights from there on out to fill that void.
That’s Shorty of Shorty’s Caboy Hattery, who was fed up with not knowing how to shape hats. After her father’s hat was ruined by a bunch of hat shaping hacks, she bought a custom hat business from another guy named Shorty (go figure). With minimal funds and a ton of passion, she officially launched her business in 1990.
Since her business’s inception, her authenticity and attention to detail have paid off as she’s now a globally recognized brand within her unique tribe of real cowboys and cowboy fashion enthusiasts. Did I mention that she’s also one of the only women in the US that owns her own custom cowboy hat business?
In this interview, I check in with Jennifer, who runs the international side of the business, to learn how they’ve grown and how they’ve stayed local while keeping engaged with customers around the globe.
topics and timestamps
1:58 — Shorty’s Caboy Hattery’s Current Business Model and Sales Channels
2:43 — How They’ve Pivoted Online in a COVID Era
Moving from an informational website to a functional eCommerce website
3:48 — International Checkout Experience
“Are they able to process their purchase directly in the website or are they directed to an email to finish the transaction?”
4:21 — Cross-Border Fulfillment and Shipping Rates
5:20 — Regulatory Issues Surrounding Exotic Furs Exports
Beaver Felt Sourcing and Production Process
Fish and Wildlife Department Certification Requirements
HS Code = Harmonized System Code
7:14 — Shipping Costs, Insurance and De Minimis
8:08 — After Sales Service: How They Deal With Returns
9:20 — Shipping Issues
Dealing with damage claims rejections from UPS based on the box shipment dimensions
“Why do you use USPS for international shipping?”
“How do rates compare to other shipping service providers and do customers ever request more of an express shipping solution?”
12:28 — Fraud Mitigation
“How do you deal with fraud?”
Suspicious email requests and scams
14:20 — “In terms of volumes, how many units would you say that you sell, including the US, globally?”
“How many do you sell internationally?”
14:45 — Optimizing Your Website For Overseas Consumer Engagement
Localizing SKU/Product Selection
Information for International Shipping
Showing U.S. Country Code
17:01 — Building Their Brand Overseas
Brand Collaborations and Influencers
Leveraging Created and Curated Social Media Content
19:09 — COVID Impact and Pandemic Pivot
Determining COVID-safe avenues for marketing
21:47 — Government Services: SBDC, Grants and More
22:46 — “Worst part about managing men as a woman-owned/managed business?”
23:53 — “Who designs and makes your hats? Who does the beading?”
Customer’s hat customization options
How has your business been impacted by the pandemic? How have you pivoted your business operations and reallocated your resources to maintain profitability? If you’re interested in being interviewed by the Vanbassador and would like to share about your company’s “Pandemic Pivot,” fill out my contact form for a chance to be featured!
