Allison Strumeyer identifies a gap in the apparel market with Doublesoul, a brand focused on sock innovation and design. After working at BlackRock and Mirror, she applied her background in finance and scaling to build a business from the ground up. The initial phase involved a significant investment of $100,000 to produce 10,000 prototype pairs, which served as the proof of concept required to secure early organic sales.
Strumeyer maintained her full-time job while initiating the business, choosing to wait until she had secured $2 million in venture funding before making the transition to full-time entrepreneurship. This strategy provided the financial runway necessary to grow the team without sacrificing stability. She describes the departure from her corporate career as an emotional shift that necessitated a clear view of long-term business equity.
The company gained momentum when comedian Pete Davidson became a customer and later an investor. When the opportunity to appear on Shark Tank arose, Strumeyer remained behind due to her pregnancy, while her husband Ben and Davidson represented the firm. They secured a deal with Kendra Scott during the episode, which aired shortly after the birth of the couple's child.
Balancing life as a founder and a parent requires strict boundaries. Strumeyer and her husband designate specific periods during the day for family time where business discussions are prohibited. This practice allows them to maintain focus on their relationship while managing the demands of an growing company.