Trademarking your own product line as a designer

If you ever wondered if the grass is greener in the product world instead of the service realm, this episode may set you straight. I’m beyond impressed with my guest, Whitney Atkinson,  the owner and inventor of WUGS which are weighted rugs!

She shares the inspiration behind her new business venture, how she balances her design business while sewing 8 hours a day, and how she brilliantly set up her company to eliminate the sourcing legwork. She confesses a few hard truths about the allure vs reality of providing products and the lessons she’s learned on her journey so far.

The hustle is real with this woman and her advice about focusing and following your strengths as well as getting out of your comfort zone to chase your goals left me encouraged and motivated and I know you’ll feel the same.

Episode Highlights:

• Inventing a Solution: Whitney shares how frustration with her outdoor rugs blowing away led her to invent weighted rugs and pillows, launching a whole new product line.
• From Idea to Market: Whitney talks about the challenges of turning her creative idea into a business, from filing patents to getting her products into the hands of consumers.
• Social Media Power: Hear how Whitney uses social media to build her brand and why consistency is key, even when the results aren’t instant.
• Balancing Design and Products: Whitney opens up about putting her interior design business on hold to focus on her products and how she’s growing them into household names.
• Advice for Entrepreneurs: Whitney offers valuable insights for anyone thinking about launching a product, emphasizing the importance of research, community, and taking that leap.

Episode Resources:

• WUGS
• Learn more about Whitney Atkinson at her website and follow her and WUGS on Instagram.

Read the Full Transcript ⬇️

00:00:00:00 – 00:00:25:17
Whitney Atkinson:
I’m Whitney Atkinson, and I’m an interior designer. I’m down in Corpus Christi. I’m also the owner and inventor of weighted rugs and Willow’s weighted outdoor pillows. I was tired of my rug constantly blowing away, and my rug edges curling up, so I created a solution to my problem, and it worked. We launched the rugs last August.

00:00:25:19 – 00:00:32:15
Rebecca Hay:
I love it! I’m so excited to have you. Welcome to the podcast, Whitney. Thank you. Whitney or Whit?

00:00:32:17 – 00:00:35:07
Whitney Atkinson:
It’s Whitney, but everyone calls me Whit.

00:00:35:09 – 00:00:40:21
Rebecca Hay:
Okay, I saw that in your intake form. I was like, yeah, I’ll call her Whit. I haven’t met you yet, but I’ll go with your nickname.

00:00:40:21 – 00:00:42:18
Whitney Atkinson:
That’s fine, that’s fine.

00:00:42:20 – 00:01:04:09
Rebecca Hay:
So, I’m really excited. We got connected through Robyn Dela Cruz, who was recently on the podcast. He shared about his rebrand and how it completely transformed his business. We’ll share the link to that episode in the show notes. You guys are part of this designer besties group that you’ve created, where you collaborate on design work. I’m really excited to hear about your journey.

Are you still working on interior design projects, or are you primarily focused on your product line? Tell me about how you’re balancing it all.

00:01:04:11 – 00:01:16:19
Whitney Atkinson:
That’s a great question. Right now, my design business has taken a bit of a backseat because the rugs have taken over my life. We do all the manufacturing out of our home, so I’m constantly sewing, going to shows, and traveling all over the country to spread the brand. So, I’m really focused on the rugs and Willow’s right now. However, with the designer besties, I’m still able to wear my design hat and work on projects with them.

00:01:17:00 – 00:01:43:01
Rebecca Hay:
I love that! I’ve always called my design friends my “design besties” here in Toronto. It’s so powerful to have designer friends you can call up for advice or to vent about a client or contractor. It’s essential to have that community.

00:01:43:01 – 00:01:52:19
Whitney Atkinson:
Absolutely. We feed off each other’s motivation and inspiration. As designer besties, we’re trying to promote a community of inspiration, diversity, and different perspectives. It doesn’t always have to be about interior design; it could be product launching or anything else.

00:01:52:21 – 00:02:11:23
Rebecca Hay:
Let’s talk about product launching because I know a lot of designers listening are probably thinking, “How do I get into that?” There’s something alluring about products. I mean, it seems like there are no clients to deal with, right? You can just put it out there on the website and then retire, right?

00:02:12:00 – 00:02:39:03
Whitney Atkinson:
Oh no, no, no! That’s far from reality. I had no idea how to launch a product. I just created something that worked for me and did a lot of research. There was nothing like it on the market. A friend of mine who has patents in the oil industry suggested I file for a provisional utility patent, and everything happened so quickly after that. But bringing a product to market is not just about creating a website. You have to get out there and build relationships.

00:02:39:03 – 00:03:07:05
Whitney Atkinson:
I went to High Point for the first time last year, not knowing anyone. I hopped on a plane with my prototype and walked into showrooms to show them what I had created. I already had my provisional utility patent and trademark in place, which was essential. But the key was getting out there, getting people to see it, and building relationships with manufacturers who knew this was a common problem but didn’t have a solution—until now.

00:03:07:05 – 00:03:20:18
Rebecca Hay:
I love that you’ve truly done what everyone in marketing says—find a problem and offer a solution. You’re not just selling another pretty rug; you’ve actually created something unique.

00:03:20:20 – 00:03:39:09
Whitney Atkinson:
Exactly! And getting that patent first was crucial. I mean, I could have walked into High Point, shown my idea to someone like Surya, and they could have just taken it. Protecting the idea first was key, and I’m thankful to have had a mentor who guided me through the process of not telling anyone until the patent was filed.

00:03:39:11 – 00:03:53:13
Rebecca Hay:
Are you still making these in your home? That’s amazing! Now, can designers who are listening and love the idea order directly from you, or do they have to go through another supplier?

00:03:53:15 – 00:04:21:15
Whitney Atkinson:
Yes, they can contact me directly! I’m actually working with several designers right now, especially those who design Airbnbs. They’ll tell me what they need, we source the rug, and they ship it to me. Then, I apply my weighted system, and we ship it directly to them. It’s been a game-changer for designers because outdoor rugs often blow away or the adhesive tape fails when it gets wet, ruining the floors. So, I help designers all the time, and we offer trade pricing.

00:04:21:15 – 00:04:43:06
Whitney Atkinson:
When I went to High Point, I met with the largest rug manufacturers and got permission to source their rugs. I apply my weighted system to them and sell them from there because I don’t have access to a loom to create my own rugs. This was the best way to launch the product—by retrofitting existing rugs.

00:04:43:08 – 00:05:07:05
Rebecca Hay:
That’s so clever! You’re eliminating a lot of legwork by sourcing the rugs rather than flying around the world to find looms. And while you could eventually launch your own line with your own designs, retrofitting is a smart way to start by using what’s already out there.

00:05:07:07 – 00:05:39:03
Whitney Atkinson:
Exactly. We call it “wigging them out.” We can add our weighted system to rugs of all sizes—from 12×12 to 9×12 down to small 2×3 mats. I have a sewing machine in my living room, and it has become our manufacturing hub!

00:05:39:05 – 00:05:58:20
Rebecca Hay:
Have you always been into sewing?

00:05:58:22 – 00:06:22:20
Whitney Atkinson:
No! My mom has always been a sewer, and she tried to teach me when I was younger, but I wasn’t interested at all. I never thought I’d be sewing! But when I launched this product, she was the first person I called. Now, she sews all of our Willow cases, so she’s a big part of this journey with me.

00:06:22:21 – 00:06:32:19
Rebecca Hay:
I love that! Can you explain what a Willow case is?

00:06:32:21 – 00:06:59:12
Whitney Atkinson:
Sure! Willow is our weighted outdoor pillow. I was tired of fishing pillows out of the pool or losing them to the neighbor’s yard when a breeze came through. So, I created a weighted outdoor pillow with a patent-pending weighted insert. You can change out the covers from season to season. Instead of storing tons of pillows for every holiday or season, you just swap the covers.

00:06:59:18 – 00:07:17:20
Rebecca Hay:
So, the pillow insert itself is weighted?

00:07:17:22 – 00:07:18:18
Whitney Atkinson:
Yes!

00:07:18:20 – 00:07:43:07
Rebecca Hay:
Brilliant! I imagine certain markets have a higher need for this based on weather conditions, like windier areas. Chicago, for example, is known as the Windy City, and I’m sure there are other places across North America where this product would be a hit.

00:07:43:08 – 00:08:28:10
Whitney Atkinson:
Exactly! Places along the Gulf Coast have crazy winds coming off the water, but it’s not just by the water—it’s also in mountain ranges. I ship a lot to Vegas, Ohio, and Pennsylvania, so this product is going all over the country. Wind is a huge issue, but so is rain. When a rug gets wet, it shrinks and warps, causing the edges to curl. Our weighted system keeps the rug fibers stretched out, which extends the life of the rug.

00:08:28:12 – 00:08:48:16
Rebecca Hay:
I love that. Now, for designers thinking about creating or selling products, what are the main differences you’ve experienced between running a service-based business, like interior design, and running a product-based business?

00:08:48:18 – 00:09:26:10
Whitney Atkinson:
There are definitely some similarities, but one big difference is learning about product taxes and state laws, which was new to me. Some states don’t tax certain products, so you need to be aware of that. But overall, it still feels service-based because I’m the face of the business. I’m constantly talking to customers, answering emails, and offering customer service, just like with interior design. We get complimented on our customer service all the time. Creating relationships and offering a good product is key.

00:09:26:12 – 00:09:39:17
Whitney Atkinson:
Of course, with a product-based business, there’s also managing inventory, QR codes, and other logistics, which is a whole different game. But it’s all been a learning experience, and I’m still figuring it out as I go.

00:09:39:17 – 00:10:04:05
Rebecca Hay:
So, with your weighted rugs and Willows, are you primarily selling directly to consumers (B2C), or are you also targeting designers and businesses (B2B)?

00:10:04:07 – 00:10:39:15
Whitney Atkinson:
We’re doing both. I have wholesale pricing for designers, but we also sell directly to consumers. We’re out at markets—actually, we have one coming up this weekend in Rockport. It’s on the water, and Rockport people love us because the rugs are perfect for dealing with the wind. But I would love to get more into distributing to businesses and getting our products into stores. We’re working on that now.

00:10:39:17 – 00:11:04:05
Rebecca Hay:
I can see this going big! It’s such a brilliant idea. What inspired you to take the plunge and turn this into a business instead of just using the solution for yourself or a few friends?

00:11:04:07 – 00:11:43:21
Whitney Atkinson:
I ask myself that all the time—maybe I’m just a little crazy! I’ve put my design business on hold and poured everything into this. But I knew this was a solution everyone needed. If it worked for me, why not try to get it out there? I’ve always been in marketing, and I love selling and meeting new people. Why not sell my own product? I believe in it, I’m passionate about it, and I always say we get one shot at this life. So, I went for it.

00:11:43:23 – 00:12:02:08
Rebecca Hay:
I love it! So, you’re balancing both businesses and your life. Do you see yourself returning to interior design in the future, or are you fully focused on the weighted rugs and Willows now?

00:12:02:10 – 00:12:35:04
Whitney Atkinson:
Right now, the design business is on the back burner, and I’m fully focused on the weighted rugs and Willows. My goal is to grow the brand and make it a household name. When people think of a weighted rug, I want them to think of “Wags.” When they think of a weighted outdoor pillow, I want them to think of “Willows.” That’s my vision. I know the only way to do that is to keep pushing the brand, getting out there, and not being afraid to travel and step out of my comfort zone. I’d love to be in stores and, honestly, not have to sew everything myself anymore. That’s the big goal—partnering with manufacturers.

00:12:35:06 – 00:12:48:06
Rebecca Hay:
Oh, that makes so much sense! I like that you’re sharing this because a lot of designers, when they start their business, try to do everything themselves. It’s such a key realization to know where your strengths are.

00:12:48:08 – 00:13:31:02
Rebecca Hay:
As designers, we wear all the hats in the beginning because we have to. Like you, sewing is something you’ve taken on, but it’s not necessarily your passion. It’s important to recognize where your strengths lie and when to offload tasks to others. This applies to design businesses too. Some designers are still trying to do all the invoicing, the site measures, the ordering, and the client communication themselves, and they end up feeling drained. To let a business flourish, you need to focus on the areas where you can bring the most value and let others handle the rest.

00:13:31:04 – 00:14:02:19
Whitney Atkinson:
Exactly! My hands and body hurt from all the sewing. It’s a skill, and it’s a lot of work, especially when pulling large rugs through the machine. But I’m all about quality, so I want to make sure everything is perfect. However, I know that finding someone to help with manufacturing will allow me to focus on growing the business and getting my face out there, rather than spending eight hours a day sewing. It’s all about time management right now.

00:14:02:21 – 00:14:22:10
Rebecca Hay:
How much would you say social media is playing a role in growing your product business?

00:14:22:12 – 00:14:53:20
Whitney Atkinson:
Social media plays a huge role! I do all my own content creation—filming, voiceovers, editing, everything. Customers also send me pictures and videos, which I use for content. Even though I hope to find a manufacturer to handle production, I would still keep doing my content creation because I enjoy it. Social media makes it easier to get a product out there, but you have to be consistent. Not everyone will like or listen to you, but you have to keep posting and showing up, even if one reel only gets five views and no likes. The next one might be different!

00:14:53:22 – 00:15:07:10
Rebecca Hay:
Totally! One reel can go viral, and you feel like you’re taking off, and then the next one, not so much. It’s always a mix.

00:15:07:12 – 00:15:35:05
Whitney Atkinson:
Exactly! But I like that challenge. I think that’s what’s exciting about social media.

00:15:35:07 – 00:16:11:05
Rebecca Hay:
I always ask about social media because it fascinates me how different businesses use it. For service-based businesses like interior design, it tends to be very hyper-local, especially in the beginning. Marketing that works best for service-based businesses is often word-of-mouth or local efforts. Social media is important, but not always as critical for local designers. On the flip side, for a product-based business like yours, social media and an online presence are essential for growing beyond your local area.

00:16:11:07 – 00:16:43:12
Whitney Atkinson:
Absolutely! When my best friend and I ran our design firm down here in Corpus Christi, we got most of our business through word-of-mouth, but we did use social media to post reels and photos to attract clients. However, it was still local. For the weighted rugs and Willows, it’s different. I’m shipping to places like Ohio and Pennsylvania because people are finding us on social media. Word-of-mouth within our community helps too, but social media has definitely helped expand our reach.

00:16:43:13 – 00:17:04:05
Rebecca Hay:
Exactly. Social media is great for scaling beyond your region. I’m so excited to meet you at High Point Market! I’m not sure if this episode will air before or after, but I’m definitely looking forward to seeing you there.

00:17:04:07 – 00:17:17:11
Rebecca Hay:
Before we wrap up, do you have any final words of wisdom for the designers listening?

00:17:17:13 – 00:17:36:18
Whitney Atkinson:
Yes! I always say, we get one shot at this life, so if there’s something you’re passionate about, go for it! What do you have to lose? Do your research, find your community, and don’t be afraid to ask for help. If it’s a product, let people use it, ask for reviews, and keep pushing. You never know who you’re talking to, so don’t be afraid to share your idea with everyone you meet.

00:17:36:20 – 00:18:05:09
Rebecca Hay:
I love that! Talk to your Uber driver, right?

00:18:05:11 – 00:18:31:12
Whitney Atkinson:
Exactly! You never know! I got ten followers from an Uber driver in High Point because she was going to school there and had an Airbnb in Florida. We started talking, and I handed her my business card, and she shared it with her network. You just never know who you’re talking to, so don’t be afraid to talk to everyone.

00:18:31:14 – 00:18:44:06
Rebecca Hay:
That’s such great advice. Whether you have a business yet or just a dream, share it. You never know who the universe will put in front of you that could help make it happen.

00:18:44:08 – 00:18:52:14
Whitney Atkinson:
Exactly! You never know where those connections will lead.

00:18:52:16 – 00:19:05:06
Rebecca Hay:
Thank you so much, Whitney. I can’t wait to follow your journey, and I’m excited to meet you at High Point. It’s going to be an exciting year for you!

00:19:05:08 – 00:19:14:07
Whitney Atkinson:
Thank you! I’m putting all that positive energy out into the world, and we’ll see what happens. I’m excited too!

00:19:14:09 – 00:19:15:05
Rebecca Hay:
Before we go, where can everyone find and follow you?

00:19:15:07 – 00:19:31:06
Whitney Atkinson:
We’re on Instagram and Facebook at @OneWeightedRug, and our website is RugWeightedRug.com.

00:19:31:08 – 00:19:39:24
Rebecca Hay:
Awesome! We’ll include that in the show notes. Thank you so much, and I’m wishing you incredible success! I can’t wait to check out your products.

00:19:40:01 – 00:19:41:05
Whitney Atkinson:
Thank you so much!