Jainee Dial and Lindsey Elliott: Walk on the Wylder Side

December 8 - On The Dot
FIRST THOUGHT: Women Walking on the Wild Side

My favorite stories are the ones in which women take big risks. Maybe you think risks are for more adventurous women, not for yourself. Perhaps you’re not one to sell all your belongings and trek through Thailand or make a big investment in a scary, new adventure.

But every day, we test ourselves with little risks. And I think we should give ourselves credit for that, whether it’s something as simple as advocating for a change in your workplace, or just gathering enough courage to go on that blind date. Sure, taking risks can be terrifying, but when our risks pay off, we stand a little taller and feel a little stronger. So, today, welcome the risk, and take a walk on the wild side!


In recent years, women have embraced walking on the wild side, tackling amazing challenges like scaling mountains and indoor climbing walls, running marathons, biking across the country and generally becoming physical-fitness badasses.

According to the Outdoor Industry Association, sales of women’s athletic and outdoor gear grew by 10 percent between 2012 and 2013, driven by a growing demand of sporty women. The downside is that women’s athletic gear suffers from an old-fashioned stereotype, with clothing often being available only in so-called “girl colors” like pink, baby blue and purple, with a few flowers and butterflies thrown in. This problem likely stems from the fact that, as of 2011, only 12.5 percent of the largest outdoor companies were led by women.

WOMEN TO WATCH: Jainee Dial and Lindsey Elliott, Owners and Co-founders of Wylder Goods

Today’s Women to Watch are staring that last statistic in the face and boldly tearing it down. They are Jainee Dial and Lindsey Eillott, the owners and co-founders of Wylder Goods, a brand-new, well-curated online marketplace of women’s adventure goods that offers clothing and gear that aren’t cotton-candy colored. Hallelujah!

With the mission to provide women with relevant, beautiful, functional clothing and lifestyle goods in a variety of colors and that celebrate a diversity of body types, Wylder is a celebration of the modern outdoorswoman, and embraces dirty feet, salty hair, chalky hands, freckled skin, calloused fingers and a free spirit.

The adventure for these ladies began when Jainee and Lindsey met in 2013 at a neo-bohemian cookout on a beach. They discussed the concept of an online shop for outdoor womenswear, and mulled it over for about a year. Later, after Lindsey had spent a month touring the Grand Canyon, she was hooked on the idea.

In early 2014, Jainee and Lindsey hit up an Outdoor Retailer winter show, pitching their idea around about a women’s-specific adventure-goods company. Receiving much positive feedback, they launched a Kickstarter campaign that garnered almost $55,000 for their business idea.

Based in Utah, their shop is the first female-owned registered benefit corporation in that state, and their business is based on three Ps: people, planet and profit. Wylder aims to build a marketplace for better business while also having a positive impact on society and the environment. Oh yeah, and offering customers the most durable products with a side of education and encouragement for experiencing the great outdoors.

In addition to their commitment to shaking up the world of women’s adventure gear, Jainee and Lindsey sit on the board of the B-Rad Foundation, a nonprofit that was created in response to the loss of Jainee’s boyfriend, Brad Parker, who tragically died from a rock-climbing accident. This amazing foundation supports youth and their communities by fostering individual empowerment through environmental stewardship, health and adventure programs.

Jainee and Lindsey find meaning in communing with the earth, but they also find strength through their enduring friendship and connections with others. They’ve embraced the unknown and are making the wild world a little more approachable for women. So, take their advice, ladies, and just get out there!


Today’s quote is Jainee Dial’s mantra and comes from motivational speaker Jack Canfield, who said:

“Everything you want is on the other side of fear.”

This is Melinda Garvey signing off until next time. Remember, ladies, empowered women empower other women. Share On the Dot so more women can have a voice. Thanks for getting ready with us.

To learn more about our conversation, check us out at OnTheDotWoman.com and talk to us @OnTheDotWoman on Twitter and Instagram. We’d love to hear your voice.

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