Brand Architects: Lila Stewart of Hari Mari

In 2007, Lila Stewart and her husband Jeremy were living comfortable lives in Dallas. Then, an unexpected opportunity arose: Jeremy was offered a position as a political consultant for a presidential campaign in Jakarta, Indonesia. Without hesitation, they packed their bags and embarked on a journey that would change their lives forever.

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Join Bora Celik as he chats with Lila Stewart, the co-founder of Hari Mari.

"I definitely had to Google on a map where it was," Lila recalls with a laugh.

Their three-year stint in Jakarta was eye-opening. They witnessed extreme poverty, with families living on less than a dollar a day. The experience left an indelible mark on the couple.

"If you or any of your listeners have happened to see Slumdog Millionaire, that's what Jakarta was like, almost to a T," Lila explains.

When they returned to the States in 2010, they were changed people. They wanted to do something philanthropic, something they could be passionate about. Little did they know, inspiration would strike in the most unexpected place: a flip-flop store.

"We had worn out our flip-flops that we'd been wearing over there and went shopping for a new pair," Lila recounts. "When we got home and noticed that literally the exact same pairs that were for sale in 2007 were hanging on that exact same wall in 2010 when we got back."

The lack of innovation in the flip-flop market sparked an idea. Jeremy wanted something more elevated with a pop of color. Lila desired a leather sandal that didn't destroy her feet during the break-in period. They also realized that as non-surfers from Texas, the surf-centric branding of existing flip-flop companies didn't resonate with them.

"That was kind of our Oprah aha moment," Lila says.

The couple dove headfirst into market research, conducting focus groups with college students. They discovered a common pain point: the uncomfortable piece between the toes. This led to their first innovation: a memory foam toe post, which they patented.

With their concept solidified, they placed an order for 15,000 pairs from a factory in China. However, their entrepreneurial journey hit its first major hurdle when they discovered that 30% of their inventory was defective.

Undeterred, Lila hit the road, visiting boutiques and stores across Texas and even venturing to the East Coast. Her persistence paid off, and by the end of their first year, they had sold nearly all of their inventory through a combination of wholesale and e-commerce.

"If someone told me how hard it was before we started, I think we still would have done it. But ignorance is kind of bliss in that way, you know?" Lila reflects. "Even to this day, it's still a grind. You know, we're 12 years in. I wouldn't have it any other way."

The Stewarts' commitment to quality and comfort has paid off. Hari Mari has grown consistently at about 30% year over year since its inception. They've expanded beyond flip-flops into slippers, always maintaining their focus on premium materials and comfort.

Today, Hari Mari is sold in thousands of stores across the United States, with major retailers like Dick's Sporting Goods, Nordstrom, and Free People picking up the brand. Despite their success, Lila remains focused on growth and brand awareness.

"I still feel like the vast majority of people living in the US do not know of the brand yet," she says, highlighting her plans to increase brand visibility in retail stores.

As they continue to grow, the Stewarts remain committed to creating a positive company culture and overcoming challenges like finding talent in a city not known for fashion startups.

From a life-changing experience in Indonesia to revolutionizing the flip-flop industry, Lila and Jeremy Stewart's journey with Hari Mari is a testament to the power of identifying a market gap, perseverance, and a commitment to quality. Their story serves as an inspiration to aspiring entrepreneurs everywhere.

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