As a college student, Andi Atteberry would frequently receive pepper spray as a gift from her father. However, its unappealing design often resulted in its neglect, becoming lost among the various everyday items. As she matured, a disconcerting realization regarding sexual assault among women under the age of 30 motivated her to take action. Collaborating with her partner, Gabe Mazzone, they established Blingsting—a startup based in Dallas that offers aesthetically pleasing pepper sprays and other essential safety products. Departing from her regular employment to embrace the world of entrepreneurship, Atteberry witnessed the remarkable success of Blingsting’s fashionable safety products, which gained recognition in prominent retail chains such as Walmart, CVS, Office Depot and Barnes & Noble.Their current product line, which includes stylish personal alarms, first-aid kits, and stun guns, embodies the belief that femininity possesses both uniqueness and strength.

Grayson Mask: My initial question regarding Blingsting’s inception is about its roots. While I noted it was founded around 2013, I’m curious about its conceptual origins. Before it became an official company, did the concept of self-protection products, like pepper sprays, play a role in your personal life or among your acquaintances?

Andi Atteberry: Absolutely. The genesis of our company is deeply personal. My father used to buy pepper sprays for my mom and me, especially as I prepared to head off to college. However, he would often notice that we wouldn’t carry them regularly, relegating them to the back of a drawer or the glove compartment. The primary reason was their overtly masculine and utilitarian design. We recognized their importance, but often joked that if they looked more like accessories – something that could be clipped to a purse and tailored to our color preferences – we’d be more inclined to carry them. The idea was that making them look appealing would not only enhance the likelihood of us carrying them but also make us more conscious about our personal safety.

Fast forward a decade, I was at a point in my career where I yearned for a change and to start something of my own. Revisiting this old family conversation about aesthetically pleasing pepper sprays seemed timely. With my partner on board, who was similarly inclined for a fresh start, we took a leap of faith. We designed the product and ordered 5,000 units without securing any customers. However, once we began production, we were relentless in our sales efforts. By the time our order was complete, every unit was sold. It was serendipitous – the idea resonated, and it continues to do so.

GM: You touched upon the dynamics of your original business partnership. How did you both delegate tasks in the early stages? Was there a clear division like one handling marketing while the other managed sales?

AA: Our professional backgrounds both lay in corporate sales, so that’s where we started. We ventured into unfamiliar territory with this venture – neither of us initially had a clue about manufacturing, sourcing, or even the digital landscape such as setting up a website.

Given the urgency – both of us had quit our jobs and were without a steady income – we leaned into our strengths and adapted quickly. Sales was a shared responsibility since that’s where we both excelled. My partner delved into sourcing, manufacturing, and the engineering aspects of our product. On the other hand, I gravitated towards product design, acquainting myself with platforms like Shopify to build our website, and even learning rudimentary graphic design. Essentially, I embraced the marketing and PR facets of the business. What worked in our favor was that our strengths and interests were complementary, allowing us to cover a broad spectrum of tasks necessary for a startup. Naturally, like any new venture, we faced our share of setbacks and challenges. But those hurdles were instrumental in our learning and growth. With time and consistent sales, we managed to establish a dedicated team to streamline operations.

GM: Given both of your backgrounds in sales, what was the initial strategy when you launched? Did you prioritize sales through your website or were you exploring retail channels?

AA: Our foundation in B2B sales naturally influenced our initial approach. We started by reaching out to businesses, for instance, ACE hardware. We also participated in B2B trade shows and ventured into the gift boutique market, which saw immediate traction. Our focus was predominantly on B2B. While direct-to-consumer sales through our digital platform were something we hadn’t yet delved into. Interestingly, many businesses begin with a direct-to-consumer model and then pivot to retail or wholesale. In our case, the journey was the opposite. We’re continually working to elevate our digital presence to match our wholesale achievements. Our success in the wholesale domain can largely be attributed to our sales backgrounds.

GM: Since you’ve transitioned from B2B to also incorporating direct-to-consumer sales via your website, how do sales pan out there? Do customers usually opt for individual items or are they more inclined towards the safety sets or package deals that you offer?

AA: Our approach with the direct-to-consumer model has evolved over the years. Currently, we leverage our website to offer exclusive product bundles that aren’t available elsewhere. Those looking for single items often prefer purchasing from our Amazon storefront due to the convenience and speed of delivery Amazon offers. We recognize the challenge many businesses face where their own website competes with their Amazon presence. Our strategy, for now, focuses on promoting gift sets and providing free gifts with purchases on our website. There are certainly two distinct types of consumers – the Amazon loyalists and those who appreciate a more immersive brand experience by purchasing directly from a company’s official site.

GM: With the pepper spray product as your starting point, when did you decide to approach a distributor to expand your range, given that you now have stun guns and other items in your lineup?

AA: We began with the pepper spray, and while it’s an effective product, it does come with several restrictions – age limitations, travel restrictions, and certain states have sales prohibitions. Recognizing these challenges, I felt the need to introduce a more universally accepted product that still resonated with personal safety. This led to the creation of our personal alarm. Instead of seeking a distributor to suggest new products, we brainstormed our own ideas and then searched for suitable manufacturers. We don’t rely on a single manufacturer; each product has its own manufacturing source. Over the years, we’ve gradually expanded our product range by continually assessing consumer needs and adding new products in response.

GM: You mentioned earlier about the marketing side of things. I’ve noticed testimonials from notable figures like Selena Gomez and Jennifer Coolidge endorsing your products. Did you specifically target influencers and celebrities in your marketing strategy, or were these endorsements unexpected?

AA: Those endorsements were a delightful surprise! In the initial stages, we did gift our products to celebrities and it did generate some traction. However, endorsements from Selena Gomez and Jessica Alba were totally unexpected. It was quite serendipitous – my office manager stumbled upon those endorsements while browsing through Paparazzi websites during a weekend. While we did not pay for these placements, they’ve been incredibly beneficial for the brand. Jennifer Coolidge, in particular, gave us a fantastic testimonial in People Magazine about the contents of her bag. So, all these endorsements were organic and not a direct result of any targeted marketing on our part.

GM: As we wrap up our conversation, I’m curious about the future of Blingsting. Are there any upcoming projects for the remainder of this year or heading into next year that you’re particularly excited about?

AA: Absolutely! We’re on the brink of launching our ‘active lifestyle and fitness collection’. This new line is tailored for those with an active lifestyle – ideal for walking, running, and jogging. I’m genuinely thrilled about this, and we’re aiming to introduce it at the start of next year. As we all know, the manufacturing process can be quite slow-paced. Besides that, we’re also keen on expanding our influencer program, which has been showing promising results. The primary objective remains consistent: to continue innovating, designing, and releasing new products that resonate with our audience.