Rachael is the CEO and Founder of Jewel Toned, the first shapewear for millennials. She is a lingerie expert with 17 years of product development experience in the fashion industry. Throughout her career, she has worked overseeing product development for major brands and the largest retailers in the world.
Jewel Toned was created by Rachael McCrary, who realized her friends had one intimate apparel problem in common – feeling bad and uncomfortable in their shapewear. A better option didn’t exist, so she created Jewel Toned. Shapewear that isn’t quite underwear, and isn’t quite outerwear. She is passionate about making body-positive lingerie for women of all shapes and sizes.
And to round out the collection, Rachael collaborated with Drew Barrymore in 2017 on a perfect assortment of lace bralettes, high-waisted underwear and cashmere loungewear called Dear Drew.
Rachael was named one of LA’s 100 Worthy Women and has won many business awards. She is known for being both right and left brained, is passionate about product innovation and focuses on product-market fit.
Rachael studied Fashion Design at FIDM in San Francisco and FIT in New York City. She’s a Certified Martha Beck Life Coach, Certified Sivananda Yoga Teacher, RYT-500 and just began the Innovation Entrepreneurship program at Stanford University.
Describe a typical day for you?
I love to wake up early and get a jump on any important emails so I know what is going on.
I also do a quick glance of the news online. 3-4 days per week I work out after that. It helps clear my head and strategize for the rest of the day.
What do you feel are your biggest achievements?
Building a company that supports and celebrates women. Here at Jewel Toned, we carry the cutest body shapers that are great layering pieces along with the Dear Drew by Drew Barrymore brand of intimate apparel. The number one Jewel Toned best seller is the Major Mini Dress® that can be worn as a foundation piece, with sheer layers as a slip or on its own. Our other line is The Dear Drew brand that launched last Fall. It was birthed by Drew’s vision for a brand that includes and empowers all women. All our intimates and loungewear products are just as comfortable as they are beautiful. The styles were carefully curated by Drew and with a little bit of whimsy, a lot of style and a touch of irreverence, Dear Drew was born. We are excited to debut the Dear Drew by Drew Barrymore in the UK with Knicker Locker.
What’s in your handbag/ satchel?
There are always several different lip balms, glosses and tints. I’m allergic so I use RMS and Living Libations.
Their lip stain is amazing. A unicorn mophi cell phone charger is usually in tow. My wallets are Comme de Garcons. The zippers last forever. There is usually 9-10 hair ties floating around in there and usually some undies (samples).
What are your ambitions in life?
I love building things. Creating something from nothing has always energized me. I’m a dreamer and love supporting other dreamers.
Creating kind businesses is important to me. I believe in ethical business ventures that create a strong voice and brand identity.
Stand for something and your tribe will find you and stand along side you.
What do you wish you’d known at the start of your career you now know?
Don’t start anything without getting outside opinions from people who are both your customer and not at all.
It’s important to view things from different lenses so you can build properly and not miss things.
Where do you see yourself in 5 years time?
Being a mom and running businesses. I go with the flow of the universe to find out where I’m supposed to be and best serve others.
It’s in abundance that we all thrive.
What advice would you give a Fashion Designer?
Your budget and marketing plan are just as important as your lookbook. While having a great product is first and foremost, it doesn’t matter unless people find out about it. Have a budget and strategy ready for this.
Finally, happiness is…
Feeling a sense of belonging. Feeling understood and being in the flow of creating magic.