In 2010, Tara Acevedo had recently graduated from an MBA program and was working at a hotel design firm in Denver, Colorado where her job was to design and spec hotel rooms. At the time, she had never planned to venture into entrepreneurship, but her plans changed after accessorizing a costume with a lace-adorned schoolgirl necktie one Halloween. After wearing it, she was innately inspired by the “juxtaposition of the soft, feminine details and the strong masculine symbolism” that the classic accessory evoked when she wore it. She scoured clothing stores and boutiques to find more resembling the same style, but she was unable to find anything like it.
Feeling called to create, Acevedo invested money into a sewing machine and started teaching herself how to sew her own. By doing so, Acevedo discovered a business concept that she became passionate about.
We continue to create products that stay relevant to our consumers' styles, but I also like to ensure that it is aligned with our brand aesthetic.
"I would wake up early before work and stay up late to create my first catalog, which was more like a PowerPoint presentation,” she said.
With the catalog in hand, she took a small display with her initial offerings to a store across the street from where she lived, presented it to the owner, and acquired her first sale. Acevedo launched Tyes by Tara with the intention of handcrafting feminine pieces that invoked confidence in the wearer while offering a unique spin on personal accessories. Her two original designs, Necktie necklaces and Bowtye chokers, were inspired by traditional menswear and modern boudoir. Acevedo now has 12 collections, including curve-contouring belts, cage bras, detachable heel bows, thigh garters, non-piercing nipple clamps, bracelets, cuffs, earrings, rings and anklets.
Tyes by Tara's aesthetic can be described as "Marie Antoinette meets Rihanna," with styles that encompass a spectrum of personas such as Vixen, Mademoiselle, Femme Fatale and Bombshell, each of which exude their own unique vibe. Acevedo’s signature bows include delicate lace, clean lines, delicate pearls and edgy fringe accents. Non-piercing clamps allow the wearer to indulge in the pleasure of experimentation without a permanent commitment. Chantilly lace-lined cuffs can be worn as statement bracelets, day or night. Wrap-around heel straps double as arm cuffs.
At the retail level, Acevedo shared that her Legtyes leg garters sell best, historically while direct retail consumers have consistently favored the soft-bondage restraints otherwise known as Tyecuffs.
Today, Tyes by Tara can be found in mainstream apparel boutiques, salon chains and adult retail stores in the US, Canada, United Kingdom, France, Hungary and Japan.
Based on Acevedo’s expansion into large retailers including DollsKill, Pin Up Girl Clothing and Hustler, it may be hard to believe that to this day, each piece is still individually handcrafted and sewn, packed and shipped from the Denver-based headquarters. Thanks to growth through B2B and D2C revenue streams over the last 12 years, Acevedo has been able to employ an all-femme staff to support financial infrastructure, logistics, social media marketing, and the client experience.
Tyes by Tara’s brand identity is rational in the way that it offers creative ways to an individual’s personal accessorizing strategy. Its brand purpose is emotional when we understand Acevedo's lingerie, accessories and jewelry as a vehicle for consumers to discover new ways of feeling empowered, confident and beautiful.
While Maya Angelou was referring to people when she said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel;” it almost certainly applies to brands as well.
Do you ever experience creative ruts? If so, what helps guide you back to clarity?
Tara Acevedo: I do, and I think it's essential to energetically understand your own creativity and to recognize creative resistance — especially when you are designing and manufacturing products. I like to start asking questions because it stirs my curiosity and gets my imagination going. I also love to listen to the “Affirmation Babe” and Marie Forleo podcasts. One of my all-time favorite books is “Big Magic” by Elizabeth Gilbert and this quote always motivates me to get back to work: "The universe buries strange jewels deep within us all, and then stands back to see if we can find them.”
You've mentioned that music inspires your design process. What are some song examples? How are they reflected in the final product?
Acevedo: Yes, music is a wonderful source of inspiration, so songs like “Bossy” by Kelis, “Respect” by Aretha Franklin, and Beyonce's “Break My Soul” are a few that I have been inspired by. Our brand aesthetic is cultivated on the principles of femininity, confidence and elegance, so I like to curate music playlists that underpin and parallel these principles and to provide a sensory brand experience while we work. In fact, a 2017 study conducted by the University of California Berkeley suggests that happy music increases divergent thinking and cognitive flexibility.
What kind of feedback do you receive from your retailers?
Acevedo: Earlier this year, I created a Reseller Support Page on TyesByTara.com, which is a web page dedicated to the success of our online and brick-and-mortar retailers. This page provides access to digital assets like product and packaging images, videos, banners, social media posts, wall skins and print-ready posters. I have received so much great feedback on it! One retail buyer, Annette in Tring, U.K., mentioned our excellent follow-up customer contact, plus she said the image gallery was brilliant. It's so hard for small retailers when brands don't allow their images to be used, so receiving access to your images is fantastic. Really nice items and I will definitely be ordering again." That message contained just about every sentiment that I hope to hear from our wholesale clients.
What items would you recommend for retailers that might not have a big lingerie or intimate accessories section?
Acevedo: I would recommend our Tyecuffs Collection because it is a great introduction to the line, as well as being a great add-on with a toy purchase. I would also suggest our Niptyes Collection because they are a fun way to explore nipple play without the commitment of a piercing, and they make a great gift. Both collections are designed for beginners, but even the most seasoned seductress can enjoy them.
Oftentimes, indie entrepreneurs are so busy with managing current and future initiatives that acknowledging progress and former achievements falls by the wayside. Tell us about some of your top accomplishments.
Acevedo: I am really proud of seeing Tyes by Tara in a store window in Harajuku, Japan. It was an amazing experience to realize the international potential and reach of this brand. Another amazing success was creating a private label collection for Chippendales. And the most profound success was a handwritten note with beautiful cursive penmanship from a client named Lily who loved her Niptyes so much that she could not wait to wear them for her husband when he came home from being overseas.
Have you noticed an influx of intimate apparel consumers over the past three years?
Acevedo: Yes, I was so grateful to be busy during quarantine. I started missing messages from customers, so I knew I needed to get more staff. The biggest change that I noticed was that website visitors and customers wanted to chat more during quarantine.
Any impactful experiences or expertise that you'd like to share with femme-identifying solopreneurs who are just starting out?
Acevedo: In 2015, I got an order from a chain retailer that I had been dreaming about and I was excited. I was so excited that I decided to give them free shipping. That ended up being very expensive because I was shipping floor displays, too. In retrospect, I should have determined how much shipping would cost, and determined if I had the promotional allowance to give free shipping. That said, one important tip I would pass along to aspiring femme founders is to know your numbers. Create sound financial processes to evaluate your business. Routinely review your numbers — daily, weekly, monthly, quarterly, yearly. Set a goal for yourself and create KPIs. This will give you a concrete view of the financial health of your business. Nothing is sexier than saying "YTD we are at $X in revenue, gross margin is X%, our units per transaction is X and our average order sale is $X."
What milestones or achievements will Tyes by Tara be celebrating in the near future?
Acevedo: This October, it will be 12 years since I launched this concept at a Playboy Mansion Halloween Party, so I am excited for this milestone to reflect on how much has happened since then, and all the amazing clients and friends I've made along the way. I am also excited to have exhibited at Sex Expo in New York for the first time, and I have some exciting new products in the works for Altitude in March.
What do you envision for the future of Tyes by Tara?
Acevedo: In five years, I hope to expand to more stores domestically, as well as internationally. I also want to be in a strong inventory position with a warehouse. I would like to have a few more employees, consistent happy customers, and I hope to continue to do what I love every day.
