EP 220: NEVER SAY NO — BUILDING RETAIL, RELATIONSHIPS & BRAND POWER WITH SEAN JIMENEZ AND RACHEL BLACKWELL
Sean Jimenez is a former retailer turned wholesaler with over 25 years in the industry. He currently manages more than 40 sales reps for a multi-million-dollar novelty sock and design company based in Santa Cruz, California. Over the course of his career, Sean has built apparel programs for Fortune 500 companies, managed full design teams for large private-label programs, worked in off-price, and sold everything from Hawaiian shirts to $50,000 stereo systems. He’s met more than a few characters along the way, made as many friends as possible, and lives by the rule: never say no — there’s always a way; try to be kind to everyone you meet, because you never know when you might need them, and you can never have too many friends. When he’s not working (which isn’t often), Sean works on the house, spends time with his wife and kids, occasionally drinks and smokes too many cigars (apparently), and has been playing in a band for about 12 years. Rock and roll, baby.
Rachel Blackwell has been with Socksmith for six years, leading the company’s marketing efforts with a focus on building meaningful partnerships and standout brand experiences. Originally from the UK, she began her career with Volkswagen before trading British drizzle for California sunshine — thanks to a fateful trip to Las Vegas and one tall, dark, and handsome Californian. At Socksmith, Rachel oversees everything from social campaigns to retail support programs, including the brand-new Retailer of the Year (ROTY) initiative. Whether she’s crafting engaging content or finding fresh ways to support stockists, Rachel brings a creative, strategic, and fun approach to everything she does.
In this episode, Sean and Rachel pull back the curtain on what it really takes to build a values-driven brand in today’s retail landscape. From decades of relationship-first selling to modern marketing strategies that actually support independent retailers, this conversation dives deep into leadership, loyalty, and long-game thinking in wholesale, marketing, and brand building.
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What’s Inside
- How Socksmith supports independent retailers beyond discounts — from marketing assets to community-first initiatives
- Why relationships, consistency, and showing up still matter more than ever in wholesale and sales leadership
- A behind-the-scenes look at Socksmith’s new Retailer of the Year (ROTY) program and how it celebrates creativity, merchandising, and community impact
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