Monthly Muse: Sairey Gernes, Founder of Urban Undercover
Whoa! It feels like a lifetime since I shared a monthly muse, but it’s really only been a month. Time moves differently right now and I’m longing to hit the open road and see the world. Or TBH just get out the house to explore local places after being cooped up for 2+ months. Travel looks different today than it did just 2 months ago, but that doesn’t mean I’m not up for it. I’m already plotting trips for the fall to the west coast with a bunch of local road trips smattered before then to explore MN. Which brings me to this month’s muse: Sairey Gernes - Founder/Owner of Urban Undercover. Sairey’s business is every traveler’s dream! She makes basically everything you need to travel light, efficient, and stylish(I’m obsessed with the wrap and leggings). And believe it or not, it all started with underwear. Yep. You read that right. Which goes to show that you just never know where your ideas will take you! Sairey paired her love of traveling with her love solving issues (aka inventing) to create the brand she runs today. So grab a cup of joe and read on to learn how she got started.
What did you want to be when you grew up and did you follow that path?
I wanted to be a Veterinarian. I love animals, especially dogs. However, as I was growing up I began to realize how sad it made me when they were hurting and I didn't want to always see them hurting. So I didn't follow that path, at all. In high school I thought I wanted to go into Medicine, of some sort, because the human body fascinates me, but I didn't follow that, either. And then in college I thought about Architecture, but studied Spanish because I love Spanish Speaking cultures and couldn't figure out what I wanted to do for my career. A few years after college I went back to school for Advertising & Design to be an Art Director. But a few years into working in the field, I realized Advertising wasn't for me. It was then that I started my own business.
Have you always been an entrepreneur/ inventor?
Well, I have always been an inventor. I get it from my dad. We used to call him MacGyver (for those who remember the original series) as he has always been a problem solver and that is what I picked that up from him. It's like we would see something that exists but it didn't quite work right. So we'd have to tinker with it and modify it so it would work more to our satisfaction. Or we would build something from scratch that we needed but couldn't find. I feel like that is where I have always had the most fun; inventing through problem solving. And it wasn't really that I set out to do it, it was just that I would come across a problem in my daily life and then try to, unsuccessfully, find something to solve it. That's when I would make something. Or buy something and modify it. And I didn't really realize this was a thing until my friends started calling me out on it in high school. So inventor, yes.
Entrepreneur, sort of. I've been working since I was in 8th grade (I was a Nanny for my cousin) and oftentimes multiple jobs. But I have always been creative and held some sort of side hustle with my creativity. Through the years after college, I tried making/selling different things before landing on my current business. Those included, but were not limited to, children's stools and greeting cards. However, maybe it's been in me forever and I didn't really realize it. I ran into a woman who lived up the block from me until I was about 10 years old. After discovering through the conversation that I had started my own business, she laughed and said she always knew I would be an Entrepreneur. I was shocked. I asked her how she knew because I didn't have a clue. If I had, I might have saved myself some wandering years. Her response, "Because you used to sell me my own lawn." My face must have told her my memory needed some shaking and she proceeded to remind me that when I was little and roaming around the block, I used to color those brown lunch bags, fill them with grass and pinecones and other things from my neighbor's yards and sell them door to door. Ha! A little mortified, but kind of funny. Maybe I should have gone into potpourri or something.
What inspired you to start Urban Undercover?
Underwear. At the time, I was just looking for pretty, comfortable, everyday underwear. However, also at that time, Spanx was making a splash on the marketplace so everyone was trying to compete. The other thing that was making headlines (for underwear) were Hanky Panky "one size fits all" thongs. Well. There was a problem. I for sure didn't want to have to squeeze into my underthings everyday and limit my breathing and if you don't already know, one size doesn't fit all. Especially in underwear. So all I was trying to do is find comfortable and nice underwear. And since I couldn't find it, I followed the path I always had followed, and started to figure out how to make it. At first I didn't really think about the business as a whole, I was just trying to create the best underwear I could. And I had the idea for the pocket, which I patented, so you could secretly stash an id or backup cash or such for safety. We still have them in our line today. They're our best sellers.
Tell me a bit about those first years - how did you build your business?
Those first years were a lot of fun and a lot of work. I was just figuring it all out. (I still am, by the way.) But it was so much problem solving, which I love. Entrepreneurism wasn't a buzz word like it is now and the internet wasn't the resource hub it is today. So there was a lot of calling and networking and just talking to people to figure out the next solution or stepping stone. I think my naivety in business helped me continue going. I didn't know, so I just kept asking questions. I wasn't trying to sew them myself, I was trying to figure out manufacturing and fabric supply and pattern design and marketing. After figuring out a solution that worked, (after so many nightmares) I started to think about the business and what next. What products and why? Who was the brand? A little backwards, as I should have thought about this before. I loved our underwear, and others did, too, thankfully, yet I was a little lost. I didn't know where to direct myself and the company/brand from there. I couldn't see myself building, long term, a lingerie line, or even an underthings line. So I took a step back for awhile to figure it out. After some soul searching, that is when I merged my love of travel with the fact that the underwear, with the pocket, are made for on-the-go. I have a lot of passion for traveling; for bringing the world together, and that is something I could build a brand on. So I rebranded, because the original line was called Irely (eye-r-lee), which is a combination of my heritage, Ireland and Italy, and jumped back in. Best thing ever. I love what we do and why we are doing it.
You've also created Towel Topper, do you have more lines in the works?
Ha! I didn't even mean to start TowelTopper, really. Again, it was something I needed, so I solved the problem myself when I couldn't find anything. The towel wraps that existed you couldn't travel with (because you are taking up so much space with a whole towel) and they never last as the velcro is so small and gets all gunked up in the wash sticking to, and ruining, the towel. I was still trying to get UrbanUndercover going, which was such a challenge, but people loved the idea and I thought, "well, why not?". ha! Sheesh. I have soooo many more ideas in my head, but I am trying to keep them in the back burner for when these brands are more established. We'll see. My mind never seems to stop.
You love to travel, what has been your favorite trip so far?
Gah! Tough question! I love them all for so many reasons. I loved Ireland for the people (I was mostly in Dublin so I didn't get to see the scenery). I love, love, love Italy because for some reason I just feel like I belong there, and there is so much history. I loved the vineyards and safaris in South Africa. Cuba was amazing because you felt like you were simultaneously living in the past and the present and Vietnam is so beautiful and culturally rich with the most kind people. Every place has history and people and landscape that to me is always fascinating. To learn from others we learn about ourselves. It's my main mission, to spread kindness through understanding of others.
What are your traveling essentials?
At least two back up batteries for my phone, because I have a plan that it works overseas, but it seems to suck the battery life. I always have a fold up day bag or backpack, a selfie stick (no shame), wipes, my kindle and a travel pillow. Always my computer, too. And from our line, of course, our Everyday Travel Wrap, Take Flight Leggings, Compression Socks, East West Shirt and a TowelTopper.
If you could tell your younger self one thing, what would it be?
Not to be in a hurry. You don't always have to be looking for the next step or the next thing. Enjoy the time in which you are living.
Rapid Fire Questions;
Early Bird or Burn the Midnight Oil; Now as an adult, Early Bird. (But I used to be a restaurant server for many, many years, and was definitely Burn the Midnight Oil.)
Control freak or go with the flow; Business; Control Freak. Everything Else; Go With the Flow.
Carry on or Checked bag; Absolutely Carry On!
Dream Destination; Turkey
Favorite travel IG accounts; @wild_bum @eattravelrock @travelgirlsgetaways @traveldreamseekers @aggie @cntraveler
Thank you Sairey for sharing your story with us! You can find her product on her website, at the MSP Airport, and at Six for Good in Rosedale Mall. Follow her adventures on IG at @urbanundercover