The ShoNo was a wearable towel and coverall which allowed for some privacy during quick bathing suit changes. While the creator Shelly Jehler secured an investment on air, the sharks did not follow through with the deal and Shelly has decided to close up shop and “throw in the towel” as she puts it on her blog. Here’s an excerpt of what she had to say about it:
“There have been so many ups (real high ups!) and downs (super low downs!) but after 6 years, I know in my heart it is time to “throw in the towel”. I am proud of ShowNo. I am proud of what I accomplished! I learned so much and have come so far. When I started, I had no clue how to manufacture a product. I knew NOTHING about fulfillment or distribution or MOQ’s or shipping terms like FOB or line sheets or EDI or margins or COG’s etc. Two years ago, I manufactured my product in China! I had no clue how to do that? Granted it was a complete disaster, but I did it! I confronted fear over and over again. Battled the voice of my head that told me I wasn’t smart enough and that I was a complete moron! The loudest came before filming Shark Tank. Fear, doubt and shame worked overtime trying to get me to turn around but I didn’t. I walked straight thru the fire and walked out with a check in my hand. I was so proud of that. It changed me.
When my Shark Tank deal turned to crap. I felt like such a huge failure. I felt like what I had accomplished meant nothing. I worked so hard to try and fix it so that I could still have my “happily ever after” but as hard as I tried, I couldn’t fix it. I felt broken for a really long time. It affected all aspects of my life. I pushed people away in my shame. That still makes me sad to think about.
I know now, that I couldn’t fix it because there was nothing to fix. It worked out exactly as it should’ve. In fact, I think it worked out perfectly! That experience – the whole thing – came to point me towards the path of my destiny. I once cursed my “Shark Partner” for kicking me to the curb. But now I thank her. She taught me so much more than she thought she did and none of it was about business. All lessons are blessings. When we embrace them, we receive the gift!”
The ShoNo Towel is no longer available.