GoDaddy

Lola Blankets Founders, Tommy and Will Higham | GoDaddy School of Hustle with Angie K.

Duration: 8:11 1612 transcript words EN summary

Video summary

The GoDaddy School of Hustle podcast features founders Tommy and Will Higham as they discuss the journey behind LoLa Blankets, a company that has evolved from a personal tribute into a global brand. The brothers originally started their business to honor their mother's memory after she passed away from breast cancer; her gift of similar blankets inspired them to create products that bring comfort while celebrating her life. Despite entering what is often considered a sleepy industry, they immediately adopted a fashion-forward and authentic approach to marketing, treating the blankets not merely as bedding but as stylish decor pieces that help customers express their identity. This unique positioning allowed LoLa Blankets to stand out in a crowded market filled with competitors, establishing an emotional connection with consumers who value both quality craftsmanship and meaningful storytelling. A key factor in the company's rapid growth has been a steadfast commitment to product excellence before pursuing aggressive expansion strategies. The founders emphasize that investing time and resources into creating the softest blanket on the market laid a strong foundation for organic word-of-mouth marketing, as satisfied customers naturally shared their experiences with friends and followers. By ensuring the quality was superior to existing options in the sleep economy, they built trust quickly without needing to rush early stages of development. This philosophy resonates deeply because LoLa Blankets are designed for daily use rather than occasional consumption, encouraging long-term investment from buyers who view them as essential parts of their home environment and personal well-being routine. Beyond product quality, the founders attribute much of their success to a strategic shift in how they perceived and marketed blankets within the broader retail landscape. They successfully transformed the perception of cozy textiles into high-fashion items that align with modern interior design trends, allowing customers to feel like better versions of themselves while using them. This dual focus on superior utility and aspirational branding helped LoLa Blankets secure partnerships with major retailers like Nordstrom for upcoming store expansions throughout the year. Their story serves as an inspiring example for other small business owners looking to scale, demonstrating that combining a heartfelt origin story with professional execution can turn a local startup into a household name recognized across billboards and social media feeds alike. The episode concludes by highlighting broader lessons on scaling businesses through digital presence, featuring insights from GoDaddy's Global Economist Alex Froze and entrepreneur Tyren Harper of Heart Vision. These segments reinforce the idea that establishing an online footprint is crucial for small business owners who want to reach beyond local markets and generate revenue even while sleeping. Whether selling wellness products or fashion-forward blankets, the common thread among successful entrepreneurs discussed in this episode is the necessity of planning for growth early on rather than relying solely on traditional methods like farmers' markets. Ultimately, the conversation underscores that with a clear vision, authentic branding, and high-quality offerings, any small business can find its path to sustainable scaling and lasting impact within its chosen industry.

Read the full video transcript

Hi, I'm Angie K and you may know me from The Real Housewives of Salt Lake City. But long before that, I was an entrepreneur and a small business owner with big dreams. I've always been passionate about talking about business and learning and growing talking to other entrepreneurs. I'm going to be having other entrepreneurs share their stories and we're all going to learn and grow from each other. So, stay tuned and watch it all on GoDaddy School of Hustle podcast. >> [music] [music] >> You've likely heard of LoLa Blankets before. I know they're all over my social media feed, all over my couches and if you're lucky enough to have a LoLa Blanket, grab it and let's get comfy to hear how these two have made this company and these blankets go viral. >> Excited to be here. Thanks so much for having us, Angie. >> Yeah, thank you. >> Thank you for being here. Uh I've read that the sleep economy is now a 500 to 600 billion dollar business. What prompted you two to enter such a crowded category with your blankets? >> Yeah, so I really it really wasn't um thinking about like a category to go into or anything. It was really from our founding story where is where our mom uh gifted us uh blankets similar to the ones that we sell now before she passed away from breast cancer and then after her passing, we thought it was a great idea to honor her life by selling these blankets that in in her honor. >> That's a really beautiful story and I love the emotional tie and I know I love to support businesses that have a story behind them. So, thank you for sharing that. I think that, you know, to me that's going to make me want to buy that for everyone I know. I also would love to know you guys have such a great presence on social media. I would love to know how you really got yourself out there, for you built your brand, how you got that online presence. >> Yeah, I really think um just from day one I think it was the approach that we took to our business which was doing things in a really fashion-forward uh I kind of an eye-catching way for a kind of a sleepy industry that we were entering. Um from day one we were shooting things in a very very fashion-forward way and really just trying to be as genuine um as possible and authentic. >> Yeah, well the authenticity stands out. The quality of the product is amazing. I know there's other blankets in the industry, but to me Loa Blankets is definitely a standout. Uh I know for other entrepreneurs that have a product like yours that they want to scale, can you share some of your ideas and thoughts and what you two did to really scale Loa because it's big, it's out there, it's a small startup company that is is now a household name. So, I'd love to hear how you scaled your product. >> Yeah, I think really just investing in the product first is the best thing to do, right? Getting the quality right and making it something that's truly something you want to use. And then also once you've got that down, you know, you gift it to people and they can't help but talk about it. So, I feel like that's what we did to really build a strong foundation was not rush things in the beginning, but really invest in having the softest best blanket on the market. And then from there it was really just getting it in the hands of the right people and they you know, naturally organically wanted to talk about it and share with their friends, but also their followers or whoever they are. >> Wow. So, how long have you guys been in business? When did Loa Blankets start? >> We will be officially 5 years old in September. So, we're like 4 and 1/2 years old right now. >> So, what do you attribute your rapid growth to? I mean, I I remember getting a blanket as a gift years ago and now I see billboards, your online presence is is amazing. Everyone's now heard of Loa Blankets. What do you attribute having such rapid growth to? >> Yeah, I really think that it's for some like Will said is like the product is better than anything that's out there. That's for sure helps us. But then secondly, we're really taking a unique, like I said it earlier in the other question, uh approach to the category and making these blankets feel more like fashion pieces. They're They're like They're not only a great product, but they're like helping people feel more like who they want to be through our marketing. And I think that really is the combination of the product and that feeling that we're creating with with branding is is kind of has really helped us a lot. >> Totally. And it's something that you use every single day. Like unlike a lot of other products that are being sold on the internet, they're just like, you know, you might wear a clothing item once or a skin care product you'll use it and throw it away. But like these are truly things people can invest in and have part of their life. And like Tommy said, if it's something that makes you feel better about yourself, like you should truly invest in it cuz you're using it every day. >> Yeah, and you know what? I have a a really modern home and I try and keep it looking perfect. And I leave the Loola Blankets out on the couch. I know when I walk in there they're kind of a a piece of furniture. They're They're a piece of decor. But again, because they are such great quality and I think they make for really amazing gifts. So, you two are brilliant. And I would love to ask you where people can find Loola to continue to gift it or just snuggle up to it. >> New announcement, >> by the way. >> Yeah, about 20 Nordstroms this month and then many, many more locations by the end of the year. So, we're very excited about that. >> Congratulations. You two are great examples of how to scale your business. You've expanded. Your product is a household name now and it just it's a really inspiring story for other small business owners that want to grow or, you know, get their product out there. So, thank you for sharing. I'd love for you to share your socials with us so we know where to find you two. >> Okay, yeah. I'm My personal is @tomkatt and it's with three t's at the end. Tomkatt Oh, and a k. t o m k a t t t. There you go. And I'm @wilsonhirem with two l's in Wilson. >> Okay, great. And Lola is >> Lola [music] Blankets. >> Lola Blankets. Today we are talking about scaling your business. You have a great idea and you're moving in the right direction, but how do you grow? So many small business owners know their craft, like me, I know hair, but if you want to grow your business and your revenue, you need to plan to scale it. Turning to Alex Froze, GoDaddy's Small Business Research Labs Global Economist, I just knew you'd have some valuable insight on growing a business. So we know the first step to starting a business is registering your domain with GoDaddy so you have a digital presence, but then what? >> Exactly. Not knowing what to do when it comes to setting up your business online is actually one of the top three biggest challenges and stressors for new small business owners. So over half of small businesses currently offer their products or services on their website or social media. But really all businesses benefit from a digital presence. And the good news is that it's never been easier or faster to get started. I want you to meet Tyren Harper, another GoDaddy customer and founder of Heart Vision. Tyren, can you give us a quick pitch on what your company does? >> Yeah, so we create wellness experiences, but we also sell wellness products. Um this business started because I was suffering from chronic pain. I just wanted to find something that would help me relieve it. And what I found is that smells help, experiences help, and we are building a community around that. >> Ah, that's amazing. How did setting up online help you scale your business faster? >> So I'm telling you, setting up online put our business in other people's eyes. Usually it's only the local people where at the farmers market that could see our brand, but being able to create a website actually gave us the footprint where I can get paid when I'm sleeping. And that's something I wasn't used to. I was used to setting up tents and having to, you know, work for every single sale. >> Thank you so much for sharing your story. It's very inspiring and I love to know that you can get paid while sleeping. That's a That's very inspiring. Uh I love how you're contributing to the wellness category and also inspiring people to feel their best. Make sure to follow us on Instagram at GoDaddy News >> [music] >> and until then, keep hustling.