Meet the Founders: All About 624
Here at 624 Agency, one of the most frequent questions we get is - what does 624 mean? Our Co-Founders, Lauren and Kaitlin, met at orientation before their freshman year of college at George Washington University. They decided to be roommates, and spent the next year living in a shoebox together. While Kaitlin transferred after one year, they stayed very close - traveling together and visiting often. After college, Kaitlin took a job in Philadelphia and after a year of teaching English in Hungary, Lauren returned home to Wilmington, DE. With the close proximity, they decided to get an apartment in the city together. In the years that followed, they continued to travel together, married best friends, and eventually, decided to take a leap of faith in each other and start a business together.
With both having careers in the world of retail (Lauren for a wholesale jewelry brand and Kaitlin with QVC) they quickly realized how their different skill-sets and experience made them an invaluable duo to growing retail and consumer brands. From their scrappy beginnings, to landing bigger and bigger clients, to growing a team of employees, they’ve maintained their passion for supporting brands looking to make it in the world of e-commerce.
Get to know a little more about our founders, and how 624 Agency got its start.
What were some of the most important moments for you both in growing 624 Agency?
K: I think we’d both agree that landing the first client that we felt really passionate about was a HUGE milestone - Printfresh. Meeting the founders, Amy & Leo Voloshin, not only gave us great work to do, but they are connectors and supported us in our growth as we supported them in theirs. Another big one was the pandemic - while initially it devastated our business, we quickly bounced back because so many businesses really needed our help. Whether it was figuring out how to communicate with their customers during that strange time, or because they were instantly reliant on their DTC business - we came out of that time period with a new confidence in how much we can impact through our work.
L: For me, it was definitely the shift to building our team. We feel so strongly that clients should all receive personalized service, but there are only so many clients Kaitlin and I could manage on our own (even with the support of amazing contractors). It felt like a huge step at the time, but once we made our first hire it was clear to me that this was the way forward. It also helped me to identify that our mission is not just helping our clients, but also getting to support the careers and professional development of talented women around me.
“Whether it was figuring out how to communicate with their customers during that strange time, or because they were instantly reliant on their DTC business - we came out of that time period with a new confidence in how much we can impact through our work.”
– KAITLINWhat has been the biggest challenge in growing a business that makes it past the five-year mark (something nearly 50% of startups fail to do).
K: I would say year five was actually very hard, full of a lot of growing pains. For me personally, it was a moment of big picture thinking - what do I want this business to be, what do I want to do with the rest of my life, how does my work fit in with my family life? I think not shying away from these big and scary questions is ultimately what allowed me to recommit to the mission of 624. Getting clear on this stuff allowed me to shift my perspective to focus on my strengths, and how to best utilize them to propel the business forward. Not being in start-up/bootstrap mode, Lauren’s steady leadership, and actually having a team are the things that allowed me to take the space to gain that perspective.
L: As we approach our 8th anniversary, it’s actually hard for me to remember much about our 5th year and the specific challenges of that time, but what I have learned is that the challenges of growing a business are cyclical. At each stage of growth, there are processes and support systems needed to propel you to the next level… and as soon as you get those in place, you have to adjust those systems and processes to support the demands of the next level. I had to get really comfortable with constantly evolving and relearning how we work to support the business where it is on any given day.
“I came to believe that growing a small business (and doing so profitably) is the most creative work I could do. I bring that passion and commitment to growing our own business, but it is also how I approach working with clients. Their wins are our wins.”
– LAURENWhat in your background convinced you that you were capable of starting your own business?
K: Entrepreneurship has always been something that’s been drilled into me - my dad is an entrepreneur, and when I was growing up he even taught a course at our local community college about why it’s actually a bigger risk to work for someone else than to start your own company. Additionally, I worked for a number of years for QVC, which despite the stereotypes - is an incredibly forward-thinking, cutting edge organization with a high performance culture. I had the opportunity to learn from so many brilliant people, to see a company doing groundbreaking things in the world of retail and e-commerce, and worked myself to the bone to meet aggressive business goals. It almost felt like getting a PhD in retail marketing from an Ivy League school. I knew I was ready to take my experience and help smaller businesses grow.
L: I’ve always had a passion for retail – from the fashion boutique I worked for in high school and college, to my long time position at John Wind Maximal Art, to supporting the growth of our amazing clients at 624. I also grew up in an entrepreneurial family, and as a fine arts major, I never really saw myself going the corporate route (although I do wish I had more opportunities to wear a suit). Observing my mentors in the retail industry and supporting the ins and outs of running a business for the better part of a decade – I came to believe that growing a small business (and doing so profitably) is the most creative work I could do. I bring that passion and commitment to growing our own business, but it is also how I approach working with clients. Their wins are our wins – and there is nothing I like more than seeing how our work impacts their success.
What is your favorite aspect of marketing? Your least favorite?
K: For me, it’s absolutely what you get to learn about people. Marketing is really the study of people’s motivations, which are deep and complicated! I am obsessed with consumer insights, market research and coming up with creative, strategic messaging to feel like we’re RELATING to our clients’ customers. My least favorite aspect of marketing is how much control these large social media companies have over so many small business owners, and how they aren’t always transparent in how their algorithms work or their future plans.
L: As a creative marketer, I love how inspiring really great marketing can be. The introduction of AI into marketing creative in particular has been really fun to watch and explore. And with so much content being created every day, I feel this untapped opportunity to discover new brands and interests. At the same time, our reliance on algorithms, search engines, and personalization can also have a negative impact on discovery. Sometimes I look at my feed and all of the content feels the same. Brands need to push beyond just what’s trending and really show their own point of view to stand out in a sea of sameness.
What are three fun facts about you?
K: One, I hate small talk. I am so curious about people the instant I meet them and want to talk about the things that make them interesting and unique - not the weather or their summer plans. Two, I take having fun very seriously. I recently was inspired by my favorite podcast, The Happiness Lab, to do a “fun audit” in order to incorporate more fun into my life. I learned that nostalgia, adrenaline and new things are my fun factors! Last, I was a Spanish major in undergraduate and spent the earliest years of my career working as a caseworker for Spanish speaking children in foster care who arrived unaccompanied to the U.S.
L: One, I spent my first year after college living in Hungary. I taught English by day and freelanced as a graphic designer by night. It was a weird and amazing experience that allowed me to travel so much of Europe and discover that I had zero interest in teaching children. Two, I’m half Mexican-American on my dad’s side. My ancestors became US citizens through the Gadsden Purchase, and owned and operated El Tucsonense, the only spanish-language newspaper in Tucson, Arizona (where I’m from). Three, exercise is a huge part of my life. I start every morning with a workout, have practiced pilates regularly since college, and make it a point to get out for a walk every day. My trainer, Lauren Boggi, leads workout retreats and I try to attend once per year (so far, I’ve joined her in Portugal, Tulum, and Saluyita). It’s 2 workouts per day for 4-5 days, which I realize sounds terrible to most people, but to me, it’s heaven.
We’re passionate about helping founders like us take their brands to the next level. Ready to get started and see how we can work together? Let’s chat.