I had also put together the idea of working with some other customizable brands, simply to cross-market each other. With 5 brands on board, I created some social media profiles and called it “Custom Consortium”. Spearheading this, I was in constant contact with the other brands…but our conversations soon took a turn. The brands began asking me why retailers couldn’t sell their products, even though our offering was such a better opportunity. Custom products required no wholesale purchase, no capital at risk, no stockroom, minimal floorspace, no theft, and absolutely no discounting required…all which would diminish margins. When I realized the problem was universal and not just something Saintly faced…I knew there was a larger issue at hand. It couldn’t be technology, because that can be built and deployed. So what could it be?

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