Today, we’d like to introduce you to Amy Chenevert.
Hi Amy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
In past interviews, I have shared in detail how I got started in New Orleans, conceptualizing my brand Tru Colors Apparel in 2007 and launching for the next football season in 2008, all made right here in TEXAS.
One of the most intriguing parts of the story is relaunching the brand in 2017 in Houston, rebranding from cute, preppy/chic game day tops and dresses to designing clear bags, spirit straps, and other gameday accessories as the Clear Bag Policy was instated in late 2013.
Back in 2012 my factory decided to fold due to a death in the family, the son chose a different career plan rather than propelling the factory/family business forward. I tried to continue production with two other factories in DALLAS and it simply wasn’t working out, attention to detail and style specs were not being adhered to which presented big problems, this created very challenging times.
I had no problem selling my ideas and the new styles. However, the production presented too many challenges that I had not experienced before. Always praying for spiritual guidance, a job opportunity came about that was a once in a lifetime opportunity I could not turn down, with a New Orleans jeweler I had always admired, my new role was Retail Brand Manager for Mignon Faget. I decided to walk away from my business, which was a very tough decision.
A few years down the road, another wonderful job opportunity came along by way of a former Neiman Marcus colleague, which led me to Houston in 2015. After two years with another jewelry line, it was determined their business model was not sustainable, and they closed up shop.
After a bit of reflection, I knew immediately I had to try to resurrect my “passion project” ASAP, but this time a NEW twist, clear bags and accessories targeting my original customer base!
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Fairly smooth but struggles, of course! Initially, I was sourcing clear bags, buying them in bulk, having to bring these massive boxes all the way up to my apartment, unwrap each bag, glue my gold TC insignia on the bottom corner, and insert my marketing card with logo into every single bag, let each dry, re-wrap each bag back up and box!
It was very consuming. I quickly started networking around Houston as I was NEW to the area, hoping retailers would host me for pop-ups. They said YES, so I was off to a great start! I eventually found a factory so I could design my own clear bag exactly the way I wanted and include my TC gold insignia on each bag, I am really proud of my little Hadley clear bag, named after my God-Daughter!
Woven spirit straps came quickly after that to pop the clear with YOUR team colors to show extra steam spirit! With the introduction of each new product to the line, there is a learning curve; you don’t KNOW what you DON’T KNOW!! After that, you can make tweaks and improvements!
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I design each item on my line with integrity, and I manufacture and produce all of them on my own. A clear bag is a clear bag, and there are many varieties to choose from; mine is simply chic and utilitarian. All of the rest of the items on my line I have essentially “invented”; most have never existed before in the marketplace.
The 2″woven spirit straps that retail for $36 are monogrammed and simply make the clear bag policy more FUN to follow. I also coined having “privacy pouches” to place inside your clear bag for personal privacy & added team spirit. All of mine are custom-made and sized to be the largest allowable for the clear bag policy, 4.5″ X 6.5″. UP next from 2019 is the original Gleaux Girl sequin Gameday jacket, Mardi Gras jackets, and sequin moto vests, all made of custom fabrics.
I also layered in an 80s-inspired sequin spirit glove to make a splash in the stands for cheering, bought as a pair, and you can give one to your bestie and cheer together! Then, in 2022, Girls Just Wanna Have Fun celebration jackets for concerts, birthday parties, & bachelorette parties.
Recently, in 2023 and 2024, the launch of the scarf chain gameday straps, scarf chain necklace, coordinating Hannah privacy pouch, and gameday spirit fans have been extremely popular & add another layer of gameday excitement!
How can people work with you, collaborate with you, or support you?
YES ABSOLUTELY! Please reach out to me; I would love to hear from you on my IG, DM @ameslayne_, or email amy@trucolorsgameday.com!
Pricing:
- $25-$150
Contact Info:
- Website: www.ameslayne.com
- Instagram: @ameslayne_
- Linkedin: Amy Chenevert
Image Credits
Ames Layne
