We had the good fortune of connecting with Kelli Jones and we’ve shared our conversation below.
Hi Kelli, can you walk us through the thought-process of starting your business?
I hopped a barbed wire fence while hunting and tore my expensive Patagonia Fitz Roy jacket and didn’t want to repair it with ugly tape. I live in a mountain town and I didn’t understand why people repair expensive gear and garments with cheap tape. You see so many people walking around with scotch tape, duct tape, and I just thought there had to be something beautiful and stylish on the market to repair or add a little flair to gear. I researched online and couldn’t find anything, so I designed Noso Patches in my garage. I researched 100’s of adhesive / fabric combo’s until I came up with the best adhesive patch on the market made specifically for synthetic gear, using nylon, polyester, and other synthetic fabric blends. I cut them into fun shapes, and people started to ask about them in the tram line at Jackson Hole Mountain Resort. That’s where the business idea came to me, in the tram line.
Alright, so let’s move onto what keeps you busy professionally?
My team and I have created a new category, and we all passionately believe in reducing textile waste and keeping items in use for as long as possible. I’m currently developing new products, and I enjoy the research and development side of my business. I get to geek out on fabric composition, the science of sticky, and love providing our customers with circular solutions that fit within their sustainability goals. I also enjoy trade shows, because I love strangers.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’ve lived in Jackson Hole for over 20 years, there are so many favorites to share with people who visit. I would start the morning at Persephone bakery. Then we’d head to yoga, or we go for a hike in Grand Teton National Park or ski the backcountry depending on the season. For dinner we’d make a resy at Local or Glorietta.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
SO many people, starting with the support of my community in Jackson and all the people who asked me for a patch in the Jackson Hole Mountain resort tram line + all of our early adopters from our Indiegogo crowdfunding campaign in 2016.
I feel like I’m winning an Oscar, but I have so many people I’d like to give a shout out to… My team, Tom, Crystal, Neil, Diana, Rachel, Andrea… Thank you for your daily stoke…
Peter Lizotte, Liza Millet, Erica Rice, Gordy Megroz, Deanne Buck, Paulina Dao, Stephen Shelesky, Devaki Murch, Conrad Anker, My patent attorney Sarah Matthews, my mentors Beth Burrough, Ross McIntyre, and Dave Brown. The Wyoming Business Council. Katherine Homes (first ArtFix artist collaboration), Bambi from Jans (first wholesale account), Dartmouth Ski Team (first custom order). My mom & sisters, and my friends Katie, Emery, Noni and my partner Andrew.