PPB January 2021

I initially didn’t want to do it; I wasn’t sure,” says Cheng. “But I remember going back to the factory, and I am in the middle of the sewing machines and there’s lots of humming. Several of our makers have been with us 10, 15 or 20 years, and they have literally watchedme grow up. When I got married, I had three receptions, and the third one was for our makers. I think it was those memories, while I am standing on the production floor, that just hit me like a ton of bricks. I realized that I have to do this; it’s not about me, but it’s about our makers who have been with us for so long.” In January 2009, Redwood Classics Apparel “humbly restructured” to 40 employees andmoved into one main facility, and Cheng became president four years later. “We just kept our head down and focused on our quality,” says Cheng. “And that’s when I discovered this industry called promotional products. I didn’t even know there was such an industry.” Through their work with high-end retail brands, Cheng discovered an untapped niche in the promotional products industry. “Our industry, and the products in our industry, tend to focus on price, and therefore the marketplace tends to put out products that are price-driven at the expense of the product,” says Cheng. By focusing on craftmanship, quality and transparency, Cheng says Redwood Classics Apparel has carved out a spot for itself as a niche player in the promotional products industry. “By staying true to our ethos, which is made in Canada, support local, really high quality and quick to market, I realized that what we are able to bring to the table, as a manufacturer, something that is very different than other suppliers in our industry.” Although her father is still very active in the business, Cheng is ensuring the success of the family business for future generations. “Every time I speak of my dad, I get choked up because of how proud and grateful I am. I look up to him because of the courage he had to do this,” she says. PPB spoke with Cheng to learn more about why supplier diversity is so important. PPB Why is supplier diversity important? Cheng For our industry to thrive, we need to have different perspectives. Looking back and self-reflecting, if I was already immersed in this industry, Redwood Classics Apparel wouldn’t be what it is today because I wouldn’t have that different perspective. When I look at this industry, my perspective was very different from other people, so therefore I was able to identify a niche. Also, in this industry, there are not a lot of women at the C level, especially women of color. I have experienced firsthand terrible situations at industry trade shows where people say racist or sexist things to me, and that is why I am so passionate about driving diversity in our industry. I’ve worked really hard to have a voice and I am going to use it. That’s why if I am very uncomfortable when I am speaking, I force myself to do it, because I feel like I am finally at a place where I have a platform to use my voice, and it’s so important that we all use it. Muster up enough courage as you have because we have to fight for the future. PPB How did you find your voice six years ago? Cheng In 2014, I was inducted into The EY Entrepreneurial Winning Women program where they selected 12 high- growth-potential women-owned businesses. In my class, I had Sarah Kauss, who is the founder of S’well. I remember being inducted and going to orientation, and I felt like such an imposter. All these women were so well- spoken, and we had to do elevator pitches. I consider myself blue collar—I have an education, but I’ve never given an elevator pitch or anything like that. I would tell people I make t-shirts, sweatshirts and trackpants, all in Canada. If you asked me six years ago what I did, that would be my answer. In a room full of 30 to 40 people, I got in front of them, but by my seventh time trying, I was crying from utter embarrassment. Later that night, Phyllis Newhouse, one of my dear friends and mentors, took me by the shoulders and shook me. She said, “You look at me, girlfriend. I know how you feel. You walk into a room and no one looks like you, but you belong, you earned it; you belong here.” And that was the beginning of me finding my voice. Kristina Valdez is associate editor of PPB. “Every time I speak of my dad, I get choked up because of how proud and grateful I am. I look up to him because of the courage he had to do this.” | JANUARY 2021 | 71 CONNECT