Press "Enter" to skip to content

Entrepreneur Spotlight: Seyrue5 min read

Crystal Ung, MBA Class of 2014

As a self-proclaimed feminist and fashion enthusiast, Crystal Ung came to NYU Stern with plans to start a venture centered on a mission to empower women and one at the intersection of fashion and technology. Having started an e-commerce business in 2009, Elevate Boutique, a marketplace for local, Los Angeles artisan-made jewelry and eco-friendly clothing and freelancing as wardrobe stylist while working for the Mouse (Disney), she knew entrepreneurship was her calling. What was particularly attractive to Crystal was the opportunity to use entrepreneurship as a vehicle to make a positive impact in the world and while at Stern, identified an avenue – through women’s workwear.

Jen on Steps

Prior to starting her summer internship at Amazon, Crystal went shopping for trousers to be dressed up or down. After trying on as many brands as she could, her hunt for a classic, versatile trouser failed miserably; the pants were always tight in the wrong areas, too long, and/or frumpy. The idea for Seyrue emerged – Theory meets Lululemon. The classic, refined aesthetics of Theory combined with an improved fit and comfort of Lululemon. Crystal was on a mission to create the perfect pants for work, travel, and play – trousers made from high performance technology fabrics combined with designer styles.

Co-founders Crystal Ung and Kristin Paquette
Co-founders Crystal Ung and Kristin Paquette

After returning to New York City after a summer in Seattle, Crystal began meeting with textile experts and fashion professionals to kick off the research process. She came across a shocking fact – it wasn’t until the 1990’s that women were allowed to wear pants on the US Senate floor. The recency of genderism reminded Crystal of her personal experiences in male-dominated industries and strengthened her desire to broaden Sheryl Sandberg’s message. She continued her voyage to build an authentic brand and quality product bolstered by the mission to empower female professionals.

Crystal describes meeting her co-founder, Kristin Paquette, as serendipitous and uniquely New York, “Only in New York City, the city of dreams, would you meet your co-founder by happenstance and through your vigorous efforts to learn how to build the foundation of your startup product.” Crystal reached out to a textile expert via LinkedIn for advice and insight into the newest technology and innovation. It was by chance the textile expert introduced Crystal and Kristin, a fashion R&D professional interested in the startup world who had studied fashion design at the Rhode Island School of Design. The duo hit it off immediately and recognized in each other a relentless attitude and fiery passion, requisites of entrepreneurship. In addition to similar work ethics and expectations, Kristin’s expertise in fashion, garment construction, product development, and trend forecasting would be a direct complement to Crystal’s experience in data analytics and business competencies. Above all, Kristin shared Crystal’s vision for the brand and believed that together, they could make a positive impact through business.

Founders Pic 2

Kristin’s interest in the intersection of function and fashion is deeply rooted having grown up with a family of industrial designers. Clothing was viewed as serving only one purpose – to support the demands of everyday life; this practical perspective along with Kristin’s keen eye for design and art and personal desire to empower women made Seyrue the perfect venture. Kristin’s diverse background within fashion also provides an advantage over startups founded by only MBAs. It was a perfect fit.

Seyrue seeks to address two problems with women’s pants – the experience of finding pants and the product. There is high variation in sizes across brands and within brands, leaving the consumer unsure of her true size. This leads to the “hunt” that can lead to a fruitless expedition. Seyrue will simplify this process by having consumers fill out a simple survey online and an algorithm will recommend a size that fits you. Additionally, based on the survey you can also select your inseam measurement, ensuring the pants will fit in length. The product has been designed with the modern professional woman in mind to improve the overall fit and comfort of the product. The pants have 4-way stretch, are machine-washable, and wrinkle-free. The tapered leg allows you to wear it with flats or heels. No more hunting.

Cat on Street V2

Seyrue plans to launch its Kickstarter campaign mid-May. The funds will go towards R&D to create a proprietary fabric, to perfect the design elements, and to stock their first round of inventory. Seyrue will likely raise angel funding in the near future to fund product and IT development. The long-term plan for the company is to create a full collection of apparel to support the lifestyle of the female professional; the merchandise mix will include staples and fashion-forward pieces to keep our Seyrue gal looking classic and on-trend.

The biggest challenge has been balancing rigor in research and testing/taking action. As a business school student, it is easy to get stuck in analysis paralysis and aspiring entrepreneurs must find a balance. Outlining a strategy and adequately analyzing the market is important, but it is just as important to get out into the field to speak with potential customers and test your idea. One must learn to feel comfortable with uncertainty.

Crystal’s advice to aspiring entrepreneurs is to trust your instinct and believe in your vision – “you’ll hear many times that your startup is going to fail but only you can determine the fate of your idea. Use rigor and data to make decisions, but also listen to your gut. Also, do not be afraid to ask for help. I’ve been blessed with meeting amazing people who have been supportive and generous with their time. It is through these types of conversations with entrepreneurs, professors, and investors that I have been able to refine my ideas and approach. NYU’s faculty, staff, and students have been a wonderful resource and I am truly thankful.”

For more information, please visit www.seyrue.com and follow Seyrue on Twitter, Facebook, Instagram, and Pinterest.

Close Up of Pants Bench Pic Bike Picture Chelsea

Mission News Theme by Compete Themes.