Makers Series: Squid Socks
Location: Everett, Washington | Specialty: Baby + Toddler Socks that STAY ON
© Squid Socks. Owner Jessica Miller with her kiddos, Claire and Casen
Welcome to episode 4 of our Makers Series! We were lucky enough to go behind the scenes of Squid Socks with owner and co-founder Jessica Miller. This genius company solves the age-old frustration of parents everywhere: baby socks that actually stay on little feet.
After visiting family on their honeymoon and watching their frustrated cousin deal with his baby’s socks consistently falling off, Gabe and Jessica started thinking through different ways they could address the issue. “At the time, we didn’t yet have children of our own so we started our research, asking friends, family, neighbors, and acquaintances if this was a need not yet addressed in the market,” Jessica explains. “We were surprised how many people gave us a very enthusiastic yes!” Through the birth of their own son and daughter, the co-founders realized the potential behind solving this problem for other busy parents like themselves.
Abby (Willinglee)
We love the story behind Squid Socks and how you came upon the idea. Did you and Gabe think of any other potential businesses before deciding once and for all to go with Squid Socks? (Alex and I had ideas for children’s toys, food trucks, and even residential buildings, ha!)
Jessica (Squid Socks)
Thank you! I have always had an entrepreneurial spirit and goal to run my own business someday, but after we came up with the idea for Squid Socks on our honeymoon, it was full steam ahead. We didn’t consider any other potential businesses and have consistently planned for future line and product extensions (stay tuned!).
Abby
That’s awesome! It’s such a good idea and one that hadn’t been explored yet. What did the early days of ideating, branding the business, and exploring silicones look like for you two?
Jessica
Early days were crazy days! We were raising two very young children, which is all-consuming in and of itself, and yet so excited to get Squid Socks off the ground and running. We would fit in our planning sessions between naps, in the evenings, weekends, and collaborate whenever we could. Our family members were often sounding boards for ideas, too. Exploring silicone options was interesting and definitely evolved! Original applications were either too thick or didn’t adhere properly, and of course, had to be safety tested with all necessary certifications for use with babies and children. It was a process but worth every second.
“We would fit in our planning sessions between naps, in the evenings, weekends, and collaborate whenever we could. Our family members were often sounding boards for ideas, too.”
© Squid Socks
Abby
Woah, yes—running a new company and raising two young kiddos is A LOT to take on! Bravo!
If it’s not a complete secret, what makes your silicone different from other silicones?
Jessica
It’s the best in the industry! It is third-party tested, 100% skin safe, certified by the CPSC (Child Product Safety Certificate), and CPSIA compliant. We take safety standards very seriously. The silicone we use for the bottom grips also functions better than anything we’ve ever come across, hands down.
Abby
So cool! In addition, you work with a bunch of different fabrics for your socks. Can you explain your decision process there?
Jessica
Our original blend—polyester, nylon, and spandex—was necessary for dye sublimation printing. We wanted our images to be extremely crisp, detailed, bright, and never fade. Aside from softness, the blend also doesn’t shrink and whisks moisture. We have since expanded to include buttery soft bamboo and thicker cotton lines, which are not dye sublimated (printed).
Abby
We LOVE the variety of prints and solids you carry. How do y’all decide which prints to go with? Do you work with artists or come up with these yourselves?
Jessica
That’s so kind of you to say! Honestly, that is one of the most rewarding aspects of our business. I personally love brainstorming ideas for prints, solids, and unique designs. I get inspiration from fabrics and textiles in my home, from artwork, clothing, nature, seasons, and overall themes I believe customers would love. It’s so much fun! We have a very talented graphic artist that takes my ideas from concept to proof, and we collaborate on final touches. I, however, do make all the final decisions.
© Squid Socks
© Squid Socks
“I get inspiration from fabrics and textiles in my home, from artwork, clothing, nature, seasons, and overall themes I believe customers would love. It’s so much fun!”
Abby
I bet it’s so satisfying to see your prints come to life!
What’s one piece of sage advice you’d give other couples going into business together? Any fun tips?
Jessica
That’s a complicated and multi-faceted question! It’s important to establish your roles ahead of time, and know that your business becomes part of your lives 24/7; it’s just the reality. It’s ideal to have separate workspaces so you can focus on individual roles and have solo time as well. Set times for breaks/lunch together to discuss business and also schedule “me” time… get a massage, take a walk. There will be adjustments, bumps, highs and lows, but for us—it’s been a rewarding venture.
Abby
Oh man, that speaks to us! Willinglee has totally become all-consuming, but we love it. On the same topic, what would you say is the most rewarding part of owning your business?
Jessica
Control, agility, fast execution, and the ability to follow my instincts and see my goals play out to fruition.
Abby
We love those things, too—especially the control :) What’s something unexpected you encountered during your time in business?
Jessica
We never expected to be featured on Shark Tank! That entire experience was surreal and we are forever grateful for the opportunity.
Abby
Oh my goodness, I died at the part where Lori pulls so hard on your daughter’s sock that Gabe says, “she’s a real baby, you know!” I can only imagine how fun/terrifying/exhilarating presenting to the Sharks was.
Without giving any secrets away, any idea about what’s next for Squid Socks?
Jessica
We are expanding our product line into an underserved market (children with disabilities) and will share more on that later! We also have a children’s book (my sister wrote it) coming soon. There’s more… but we have to have some secrets!
“We never expected to be featured on Shark Tank! That entire experience was surreal.”
Gabe, Jessica, and their kiddos enjoying Squid Socks.
Abby
Yes, we love secrets! And we adore that you’re getting into the underserved market—that is so, so needed.
To close, we’d love to know three of your favorite small businesses.
Jessica
Lil’ Tugs Children’s Boutique (Anacortes, WA) – Beautiful shop! Clothes, toys, books, etc. The shop owner is a lovely person, we adore her.
Little Bipsy (Edmonds, WA) – Talk about an eye for merchandising! Super stylish clothes and gear for babies and toddlers. The owner is a sweetheart!
Lindsey Paige (Fortworth, TX) – Kids clothes, accessories, gifts, etc. The owner (love!) found us on FB when we first started. She’s been buying our socks from the beginning and we’ve formed a great relationship with her.
Abby
What sweet shops! Thank you so much for your time and for sharing your amazing business with the world. If you’ll excuse me, I have to go scroll your Instagram now and “awwww” at all of the adorable kiddos.
Find more Makers Series on our blog, or shop Squid Socks products below.
