Startup interview: Tarisa Parrish, CEO, All Tee, All Shade

RTIH: Tell us about All Tee, All Shade

TP: All Tee All Shade is an online retailer of products that appeal to people who love to give and receive the “sting of truth.”  We call this niche “truthfully offensive products.” We believe that it is time people step out of “just be nice” or sometimes known as passive-aggressive conversations and simply be direct, honest, and transparent with a side dish of humour.  

Of course, the store does not encourage being nasty or all out mean. Quite the opposite, we are inspiring everyone to have a sense of humour with themselves and others by telling the truth. In addition, we also write “call to action for the greater good of humanity” blog posts behind each product statement in our #TruthBlog in order to plant “seeds of change” wherever truth needs to grow.

RTIH: What was the inspiration behind setting the company up?

TP: The name of the All Tee All Shade store grew from the popular phrase “All T, All Shade,” which means “This statement is true, so I don’t care if it offends you.” This phrase confidently pushes up against the highly reactive “I’m offended” culture that exists in our world today.  

Myself and fellow founder Michael Vera are inventors and business innovators who possess a quirky sense of humour and a love of the truth. This combination produces a multitude of product ideas every day. After saying “OMG that should be a t-shirt” a thousand times, we decided it was time to make it a reality and the All Tee All Shade store was born at the same time the world shut down due to the Covid-19 pandemic. 

This was literally the “worst of times and the best of times” to launch a business. The worst of times because of the high degree of confusion, fear and isolation people around the world were feeling. And the best of times because people need to be elevated out of a place of fear, reminded that they are strong and capable, and finally that we all deserve “the truth.” 

RTIH: What has been the industry reaction thus far?

TP: It appears the industry is ready for the humorous, truthfully offensive product statements from our store. We repeatedly hear, “I have to have that!” and “Why didn’t I think of that?” and “OMG I know someone who needs that!”

We are excited that “truth enthusiasts” around the world are relating to our product statements and perhaps even being inspired by our #truthblogs. Although we may have only begun planting “seeds of change” with our #truthfullyoffensive products, we are convinced that a “forest of truth” will grow with the All Tee All Shade store brand flying proudly from the top of the trees.

RTIH: What has been your biggest challenge/setback?

TP: The biggest challenges/setbacks have been delivering on our customer expectations in the parts of our business where rely on third-party business partners. At times this has included production and fulfilment partners as well as technical service providers. We are constantly evaluating the partners performance and making changes when we feel that performance is sub-standard and will impact our own customer experience.  

With so many businesses constantly reacting and adjusting every day to “new guidelines” from the CDC or adopting practices they see other business put into place, it can sometimes feel like as a business we are doing tai chi in the sand. 

As soon as we seem to have found our balance, the sand shifts and we need to figure out how to regain balance without disappointing our customers. It will be a relief for us (and probably every other online retailer) when business partners can stop swinging from one extreme to another and normalise their operations.

“All Tee All Shade store was born at the same time the world shut down due to the Covid-19 pandemic. This was literally the “worst of times and the best of times” to launch a business”

RTIH: What are the biggest challenges facing the online retail sector right now?

TP: The biggest challenge facing the online retail sector right now is customer service/support. Prior to the Covid-19 shutdown, it used to be table-stakes for retailers to create great customer experiences by understanding what their customers wanted and designing products/services with the customer in mind. If a retailer did not do this, the customer shopped somewhere else.  

Once the pandemic hit, retailers scrambled to adjust and create new processes to meet the demands of the “new normal” with Covid-19. This immediately took the focus off the customer experience and shifted it to business operations. 

Overall the customer has been left wondering if their experience really matters any more as they experience long fulfilment and delivery times for online purchases, and when there is an issue it is impossible to connect with a human being who will help the customer resolve it due to minimal or non-existent customer service via chat or phone. As an online retailer, we cannot be successful unless we keep the customer in mind.  

Amidst Covid-19, we need to develop processes and experiences that will remove barriers to purchase rather than create them. That means everyone needs to stop doing what everyone else is doing and start thinking all changes all the way through from the mindset of the customer. Without the customer we will not have a business. Let us never forget that.

RTIH: What's the best question about your company or the market asked of you recently by a.) an investor and b.) a customer?

TP: The best question we have been asked is, “Aren’t you afraid to start a business during these terrible times??” Our answer is simple. “No, hell no.”  If there was ever a time where people needed comic relief to make them smile, or feel lifted from the fear, isolation and day-to-day heaviness that is so common during the pandemic... it is now.  

The All Tee All Shade store provides the truthful humour needed to do this and an alternate way to find connection, meaning and inspiration in a very disconnected world via the #TruthBlog.

RTIH: What can we expect to see from All Tee, All Shade over the next 12 months?

TP: Over the next 12 months we intended to evolve our offerings to include All Tee All Shade TV which will include live streaming and recorded “social experiments” that feature our products. In addition, we will further refined product lines and add fun ways for customers to engage with the store. 

Of course, we can’t spoil it by giving away all our fun ideas right now, but we wholeheartedly encourage everyone to follow us on Twitter for updates as they happen.