Clean Up The Oceans, One Umbrella at a Time

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Last Updated on September 4, 2024 by Carolyn

It’s no secret that the world’s oceans are full of plastic and marine life is being killed at an alarming rate. But what can we do about it? Recycling helps but is not a complete solution. Most plastic never gets recycled and ends up in landfills or our oceans.  What can we do to help clean up the oceans? Supporting small businesses that are actively creating products from ocean-bound plastic is one measure we can take or perhaps starting our own business to help clean up the oceans.

Dri Umbrellas is one such company. Deirdre H Bird founded the company after her frustrations with an umbrella blowing inside out while walking in the rain, and having to trash it.  When she learned that an estimated billion umbrellas are sent to landfills every year, Deirdre sprung into action to do her part to stop that waste. Following is my interview with Deirdre of Dri Umbrellas.

Meet Deirdre Founder of Dri Umbrellas

Can you tell us a bit about yourself?

“I’m from Acton, Massachusetts, the youngest of three kids in an Irish Catholic family. We’ve always been a very close-knit family, and I had an awesome upbringing – the kind no kid could complain about! I attended Stonehill College after I graduated high school, where I met my husband, Eric. I majored in healthcare administration but only used that degree for my first year out of school. I eventually began working in fitness technology, where I currently work! Eric and I lived in Boston for five years, then eventually moved to the Berkshires. We got our dog, Ruby, after we’d lived here for about a year, then recently bought our first house. It’s been a fun journey! “

What are your passions? 

“Sustainability has become a huge passion of mine. I’m also a huge reader and love fitness of pretty much any kind! My favorite non-fiction books are Atomic Habits by James Clear and She Means Business by Carrie Green. For non-fiction, my favorite books are the Harry Potter series.“

What is Your Biggest pet peeve? 

“ Interesting question…Any-time I see someone acting condescending towards another, it really grinds my gears. Also, people who don’t use their blinkers 🙂 “

When did you become interested in sustainability?

 “My sustainability journey honestly began when Dri started! Learning about the plastic crisis led me down a rabbit hole of other environmental education, initially beginning with ocean health, eventually segwaying into topics like deforestation and clean energy. It’s been a fascinating, multi-faceted journey, and by far the most interesting educational experience I’ve ever had!  “

The Idea is Born

Many of us have creative business ideas but don’t bother or know how to act on these ideas and instead let the ideas become lost in the universe.  Deirdre on the other hand, had an idea and ran with it!  The process wasn’t without hiccups, many people would have given up but Deirdre persevered and turned her idea into sustainable business. 

What inspired you to start “Dri” 

 “I watched a terrifying documentary on ocean plastic. A group of VICE reporters sailed out to the Great Pacific Garbage Patch, and the concentration of plastic they found in the ocean was shocking.

After finishing the documentary I went into a research spiral on plastics recycling and how specific types of plastic can be “upcycled” or made into other products after its first life cycle. I found that plastic bottles, for example, could become plastic yarn (polyester) and be created into other products like clothes, shoes, bags, and more.

The next day I was walking to work and my umbrella flipped inside out and snapped. As I was throwing it away, I saw the tag for the umbrella canopy said “100% polyester”. The wheels started turning from there, and I thought, ‘I wonder if I could make umbrellas from recycled ocean plastic…’. Turns out, you can.“

Was running your own business something you dreamed of doing?

“Never! I had a lot of ideas of what I wanted to do after college, but entrepreneurship was never one of them. I only began thinking about starting my own business when the idea of Dri came to me. Not only could I immediately envision the umbrellas, but I could see how easily the business could scale with the right partnerships, and the impact it could have. I knew nothing about starting a business, but I knew to fulfill that vision I had to start. So I did. “

As the sole owner of Dri, you must be kept very busy, is Dri your full-time occupation now?  Or do you still work to support yourself while getting Dri off and running?

“I am still working a full-time job while I continue growing Dri. I do plan to go full-time on Dri, but I enjoy my full-time job and am saving money now so I can take that leap with confidence.“

From Idea to Umbrella

Having been a small business advisor for many years I have seen many people quit on an idea because they don’t know how to develop it into fruition. Deirdre shares with us how she went about creating a proto-type umbrella.

Tell me about the process of having an idea and turning that idea into a tangible product. How did you go about design, sourcing sustainable materials, and production? 

“ I knew what I wanted the umbrellas to be from the start:  I wanted the umbrellas to come in ocean-themed colors (hence the blue, gray, green, and sea turtle pattern!) . They needed to be very strong and durable, setting them apart from what the flimsy umbrellas currently on the market. The material used in their manufacture needed to be certified by an accredited organization so I could be certain it was having a positive impact on the environment.

 I worked with Ocean Cycle to track down certified fabric and fabric mills that work with it.  I built the rest of the supply chain around that fabric mill. It took a lot of time to make this happen, but the peace of mind that comes with knowing the product is serving its purpose is priceless.

I worked for over two years on my umbrellas before receiving my first prototype. Those two years were full of research and development, networking, testing out materials, etc. It was during the height of COVID, so not a particularly easy time to navigate. When I received the first sample I was very excited, and it happened to be raining that day. My husband and I decided to go for a talk, and from where I was walking behind him I could see little raindrops hitting his head – straight through the umbrella! It was tough to see, but the disappointment really just had me dig my heels in further, rather than dissuade me from continuing on with the business. “

Are there other key people, friends, or contacts that assisted you in bringing this venture to life? 

 “My husband was instrumental in making Dri happen. He’s a graphic designer, so he created Dri’s logo, website, sell sheet, ads, signage – you name it. He even helped me design Dri’s pitch deck. He’s also played therapist when I have to vent about business qualms. He’s the absolute best, and I’m so grateful for him everyday. “

You chose to use recycled ocean-bound plastic for your umbrellas, why that over ocean plastic?

“I spoke to many scientists and oceanologists before launching Dri to learn how to have the biggest impact on this problem. I was told repeatedly, that the only way to truly tackle this problem is to intercept the plastic before it hits the water. 

Once the plastic is submerged in the water, it immediately begins breaking up into smaller and smaller pieces (micro and nano-plastics) due to the waves, sun, salt, and wildlife that consumes it. Even if we were to pull the plastic out of the ocean, most of it would be degraded beyond our current recycling system’s ability to turn it into another product. 

The scientists explained it to me as “turning off the tap” on the plastic flooding into our oceans. They suggested I strive to create a business that prevents this problem, rather than reacts to it. “

Where is the material for Dri Umbrella’s sourced and where is the manufacturing facility?

“The ocean-bound plastic is gathered from the beaches of Thailand. The local community workers we pay bring it to nearby recycling centers, where it’s shaved into plastic flakes. That material is sent to a fabric mill in China, that turns it into polyester yarn and sheets of polyester fabric. From there thr fabric is sent to our umbrella factory where it’s hand sewn onto the umbrella frames. I know many companies have rough relationships with their partners overseas, but we’ve had nothing but incredible partners. We consider all members of our global supply chain to be Dri’s family. “

Crowdfunding via Kickstarter

Kickstarter crowdfunding has become a household name, but I’m sure many entrepreneurs are curious about what is involved in crowdsourcing via a Kickstarter campaign.

Why did you turn to Kickstarter to fund initial production instead of traditional financing methods?

 ” I bootstrapped the early days of Dri. When trying to figure out how I wanted to launch Dri, I knew I had a lot of family and friends who would buy, but if I just made a broad announcement that the umbrellas were available on our website, there would be a trickle of purchases, rather than an influx. People are busy, and life is distracting!

 I knew that Kickstarter campaigns had time constraints and that would place an impetus for purchasing. In addition, I wanted to give early customers a discount as well as offering multiple packages, rather than just a single umbrella. Looking back, I wouldn’t have changed a thing about it!“

What did you need to do to get accepted into the Kickstarter Program? Is it a lengthy process?

“There is no application process for a Kickstarter campaign. There are specific guidelines, but as long as you follow those anyone can launch a campaign. However, Kickstarter does take 5% of the total amount you raise. “

You received over 2X your goal on the Kickstarter program, what were keys to your success?

“Raising awareness amongst my community! I let my community know well in advance that we were running the campaign, and I constantly posted behind-the-scenes content of all I did to prepare for it. I sent out announcement emails the day it launched, as well as throughout the campaign. There’s a misconception that customers just browse Kickstarter looking for new items. You need to promote yourself or you can get buried in the noise! “

How much can an entrepreneur expect to spend taking an idea to the point of having a functioning prototype?

 “I’d say it depends on three main things:

The first is how complex your supply chain is. Is the product being made in a single facility, then shipped to your door? If so, that will take less time. If it requires more than one factory, or country to source from (especially if there is a language barrier and significant time difference!), it can take a long time to find suppliers who are willing to work with you, especially if you have a small first order! 

The second would be how clear your vision of the product is. If you don’t have a super clear vision and you need to make dozens of changes to the first prototype, that will  take longer. Then finally, it depends on your manufacturing partners. How prioritized are you? This can dictate lead time, shipping and handling fees, and other freight factors. There is a lot that goes into it, and patience is certainly a virtue for product-based businesses.

What have been some stumbling blocks that you have overcome in starting this business?

 “There has been a series of stumbling blocks! I learned the importance of being over-communicative and incredibly detailed with manufacturers when my first few samples came back looking nothing like I’d envisioned. I mentioned the first vendor falling through, which was a tough pill to swallow. But as long as you don’t give up on yourself, Google will help you avoid a lot of those stumbles.“

What have been some early successes?

” I had some really wonderful media features, including interviews on three news outlets and an article in The Boston Globe. A REI location in Boston reached out after that article, and the store now carries Dri umbrellas. That was a big moment! “

“And, of course, the success of the Kickstarter campaign. It was amazing to see how family, friends, and strangers rallied around Dri’s mission. It was very validating to see that others see the same potential in the business that I do. “

Continued Success

After launching a business on Kickstarter entrepreneurs need to buckle down and ensure that they deliver a product that meets or preferably exceeds supporters’ expectations.

Now that you have a product, how are the umbrellas going over?

“They’re going over well! The Kickstarter campaign ran in April 2023 and we received hundreds of direct consumer orders. 

We now have over a dozen wonderful retail partners and are continuing to expand into other parts of the country. We’re looking forward to partnering with larger brands to co-brand Dri umbrellas and offer them as company swag, employee/client gifts, and more!“

How do You Market Dri?

“Right now we’re predominately promoting via Instagram and our email list. We’re going to start launching a Facebook and Google ad series.” 

Where are Dri Umbrellas sold?

“The umbrellas are sold via our website, www.dri.earth. They’re also available on various platforms like  Etsy and Simple Switch. We have them in various retail shops around the country, including REI, various gift shops and boutiques, and aquatic life centers in Florida! “

Are they available in the US only at this time? If so do you have plans to take them internationally?

“Right now they are only available in the United States, but we plan to expand internationally. We love that we can offer free shipping to our customers, so we will need to make adjustments there if we move to an international model! “

Future of Dri

Will you add additional products to your offerings?

“Potentially! For now we’re focused on just the umbrella industry, but we do plan to expand the line. “

What does the Future Hold for Dri?

“The umbrella industry is a saturated market, but there is no name brand of the industry. Out of the hundreds of people I’ve interviewed, 92% of them couldn’t name a single umbrella brand. There is no known brand leader in this massive market, so that is what Dri is striving to become.“

Is Dri involved in supporting or working with any sustainable organizations? 

“As we move forward, we’d love to partner with Oceana and NOAA to connect on our aligned missions! When business is fully stable, we’d love to join the 1% for the Planet movement, as well as contribute to other ocean-related non-profits.“

What Have You Learned in this Venture?

What have you learned through this process?

“I didn’t take any classes in business or environmental science in college, so everything I know now, I have learned through building Dri. I’ve learned that anything can be learned! “

What has been your biggest disappointment? 

 “I worked on my global supply chain for two years and was about to launch into production when my previous umbrella supplier dropped out. It was devastating having poured all that time, money, and energy into a relationship that ultimately didn’t work out. I felt daunted by the idea of starting all over again, but ultimately it ended up being quite the blessing. Rebuilding that supply chain showed me how much I had learned, which gave me confidence in myself. I look back proudly at that moment because it would have been the opportune time to give up on it, but the idea of quitting didn’t even cross my mind. “

What part of the process has been most rewarding?

” Receiving my first mass shipment of umbrellas. I had received dozens of samples previously, but that was nothing like seeing a moving company load 2,000 umbrellas into my garage. It was both the most rewarding, and overwhelming moment of my life. All I could think was – “Well, here we go!”

What advice do you have for someone who has an idea for a sustainable product and wants to bring it to life?

“Do it! We need to swap to conscious consumerism so the more sustainable alternatives we have on the market the better. Just beware – there is a LOT of greenwashing out there, so make sure you’re digging in and doing your research. The first fabric mill I worked with said they were using recycled material, but they weren’t, so make sure you’re extremely diligent and ask for as many certifications as possible.“

What Are You Doing to Help Clean Up the Oceans?

It’s up to each one of us to do our part to help clean up the oceans. Stop buying water in plastic bottles, use a reusable bottle (water not packaged in plastic tastes better too!). Be conscious about what you purchase, purchase only what you need, and avoid excessive plastic packaging. Support sustainable solutions such as Dri Umbrellas. Take part in Plastic Free July initiatives and spread the message that the world does not need more plastic. Be the change that our planet needs!

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