If you participate in a sport, it is important to keep your head up and your inner “winner” on hand. While that might be a little tough, Primo Activewear has a line of shirts that is bound to bring out the winner in everyone.
Tanya Primo-Jones originally had surfing in mind when she created her inspirational line of clothing but when it started to catch on, she saw a need for more sports. From surfing and skateboarding to soccer and football, Tanya has a shirt to help motivate the adult or child in nearly any sport.
Before you get ready to run off and “Find Your Primo,” you should see what Tanya had to say about her business and what inspired her to create it. For anyone interested in selling her product, she is also looking for sales representatives.
Tell us a little about Primo Activewear.
Primo Activewear is a line of t-shirts for kids and adults that brings out the winner in each of us. The brand is based around the life philosophy of the brand icon “Primo” which is to find your inner strength, embrace your challenges, work hard, persevere, believe and win. Whether challenged in sports, work, school, injury or illness, we must all find that place inside of us that causes us to do or be our very best … we must all find our Primo!
What inspired you to create your business?
I have an entrepreneurial spirit, it runs in the family. So while I have been a stay at home mom for 11 years I have always dabbled in different home based businesses in order to challenge myself, make some money, and be able to be home for my kids. Two years ago I lost both my Dad and Uncle to cancer and also learned how to surf; it was truly a fluke when my cousin that taught me to surf suggested (at my uncles funeral) that I start a line of surf wear for moms and kids. I took his suggestion very seriously and after some discussion and creative thinking committed myself to moving forward with a business plan. The business has changed and evolved tremendously from the beginning and especially since I gave life to “Primo” by writing the “who is Primo” story (on the website). What started as t-shirts has evolved into an opportunity for me to reach and inspire kids and adults in all areas of their lives.
How many different designs do you currently have? What are they?
We have 15 designs that are broken into 3 collections. We also have visors and silicon reminder bracelets that say Find Your Primo…persevere-believe-win.
The 3 lines are First 1 Up Wins, Find Your Primo, and Primo Culture…
First 1 Up Wins was our original creation. It was on my second surfing adventure with my family where we joked about our family being so competitive in everything we do. Although, First 1 Up Wins originally referred to surfing I have come to realize that people personalize it to the challenges they are faced with. In that line we have a surfer, skateboarder, wakeboarder, and a rocker with plans for a snowboarder this winter.
Find Your Primo was something I had written but didn’t think of putting on a shirt until my sons coach was talking to the team about finding their “ah, ha” moment after a huge loss. He said, “or as Mrs. Jones would say, you need to find your Primo”. It made total sense to me when he said that. I then created the traditional sports line with baseball, football, soccer, and basketball Find Your Primo tees. In that collection there is also Perseverance: this is how I earn your respect and Believe: this is how I achieve my goals. These shirts have the primo philosophy on the back–Find your inner strength, embrace your challenges, work hard, persevere, believe and win.
Primo Culture is a combination of sorts. It has 5 designs the most popular simply stating Persevere-Believe-Win, which is in 2 styles, the original Primo Logo shirt, “Who is Primo” and “first 1 up wins” with a simple graphic for the teen market.
What are your long term goals for Primo Activewear?
I have so many future plans for where Primo Activewear can go. In terms of the Activewear line the collection of t-shirts will continue to grow in terms of sports and Primoism catch phrases. I’d like to see the character on polo shirts, fleece, caps, bags, towels and stainless steel water bottles. Also the introduction of a girl character will open up an entire girls line. I’d love too to see the character on a surfboard one day.
In terms of the philosophy and spirit of Primo, my first goal is to make the “who is Primo” story (from the website) into an inspirational book. I would like for “Find Your Primo” to become a household expressions; for kids to be inspired by “Primo” and perhaps carry a primo doll or where the rubber bracelet as a source of courage or inspiration. I’d like to create a writing program for schools to fit into their curriculum where they write specifically about a Primo moment; they will be rewarded with the recently created “I found my Primo” achievement certificates. I hope to use Primo and his spirit as a means for me to be an inspiration to others.
Have you always had an interest in owning your own business? What was that moment like when you decided you wanted to start your own business?
This is tough. As I mentioned I have always had an entrepreneurial spirit although I didn’t actually label it that until I was an adult. I grew up in both my Dad’s Italian restaurant and my Moms hair salon. I never felt satisfied in any job or position I ever had. To me it always felt pointless and unsatisfying working to make someone else money. I guess the difference between an entrepreneur and someone else is that they don’t settle for that feeling; they do something about it and don’t quit until they get there. It was after my first son was born 11 ½ years ago that I started creating my own jobs. I know I have been blessed that my husband supports my decisions and the family finances while I pursue my business however, I believe if I didn’t have him, it would be just one more challenge to overcome in building my empire.
Will this business be it for you or do you have other ideas you would like to pursue in the future?
I can honestly say that anything I pursue in the future will fall under the “Primo” umbrella. I believe between my ideas and what God has in store for me will forever include what He has already created. Whether it is clothing or motivational public speaking I believe I will be doing it along side my funny haired, big handed side kick “Primo” and his awesome philosophy to persevere, believe and win!
What advice do you have for entrepreneurs that are hoping to start their own business soon?
Follow your heart. Expect to have bad days, expect for it to be hard, and expect to be discouraged. Be open to change but stay true to yourself and product/service (this is hard to do). Know that you are not alone in having bad days. Always celebrate every little victory. Your success in life is not measured by the success of the business but by how you conduct yourself in that business. Enjoy the journey. Network and spend time with like-minded people. You will only grow by facing your fears and stepping out of your comfort zone…do it daily. Take the time to learn new things. Do or read something each day that gives you renewed motivation. Know that you can only fail if you quit.