Sure the latest initiatives from the Teslas, Apples and Googles of the industry tend to dominate the tech news space — and with good reason. Still, the tech titans aren’t the only ones bringing innovation to the sector.
In an effort to highlight up-and-coming startups, Built In has launched The Future 5 across 11 major U.S. tech hubs. Each quarter, we will feature five tech startups, nonprofits or entrepreneurs in each of these hubs who just might be working on the next big thing. You can check out last quarter’s NYC round-up here.
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Nowadays thanks to big names like Uber, DoorDash and Seamless, anything from takeout and groceries to hygiene products and dog toys can be hand-delivered to consumers within a day. But, back in 2014, the now-giant delivery startups were still building up their brands and tech-backed dry cleaning delivery service JULIETTE was just getting started.
Rechelle Balanzat, CEO and founder of JULIETTE, was inspired to create the startup’s service when she realized nearly everything could get hand-delivered in a day, except for laundry. At the time, Balanzat had a busy schedule working at tech startups leading social media marketing.
“I was using different cleaners and would call them to ask if they could pick up and deliver my laundry. Sometimes they would come, sometimes they wouldn’t. It was really inconsistent,” Balanzat told Built In. “That experience sparked the idea for JULIETTE.”
Since then, Balanzat has built JULIETTE into a mobile and web application that people local to New York City can use to have their clothing laundered and returned to them in 24 hours. Dry cleaning can be sent back within two to three days. Consumers can also use JULIETTE’s text-only feature to request services.
I was using different cleaners and would call them to ask if they could pick up and deliver my laundry. Sometimes they would come, sometimes they wouldn’t. ... That experience sparked the idea for JULIETTE.”
Unlike other delivery services, the New York-based startup has its own drivers who handle the service requests rather than operating on models similar to Uber or DoorDash where eligible drivers can register to work for the company.
“We are vertically integrated. It’s our brand reputation on the line. And that really goes back to our value proposition, which is you can have the sexiest technology, but if you ruin someone’s cashmere sweater or you ruin their Gucci dress, they’re never going to use you again,” Balanzat said.
When Covid-19 hit, 90 percent of JULIETTE’s revenue was gone because customers no longer needed to dry clean clothes. This forced Balanzat to close down one of her two locations in 2020 and rethink how the platform operated.
What became a huge help to Balanzat during this time was her background as an immigrant. Balanzat moved to the U.S. from the Philippines when she was three years old. She landed in Jersey City, New Jersey, which instilled a hustler, street-smart mentality that has helped her navigate being an entrepreneur, she said.
When Covid threatened the security of JULIETTE, Balanzat said she had to lean back to her roots and pivot.
“When you don’t have a safety net, you move. I could not afford to stop and be scared,” she said.
To come back from the negative impact of the pandemic, Balanzat has been acquiring failing dry cleaners and embedding JULIETTE’s technology into the company to revive the business. These businesses, according to Balanzat, would otherwise close.
“I’m acquiring a distressed asset. But I’m only acquiring them because I know bringing the JULIETTE brand and technology will deliver returns,” Balanzat said.
While the pandemic served as an initial step back, JULIETTE is now making a comeback. The startup operates its services out of two locations and has plans to have six locations by this fall.
Balanzat launched JULIETTE in 2014 with zero institutional funding and to this day hasn’t raised a venture capital round for the startup. When it comes to venture capital funding, Balanzat isn’t opposed to it but says she’s choosing to be particular about who she brings on as a partner.
“I’ve been struggling so long without money that I learned how to operate without it,” Balanzat said. “I do want a lead investor or traditional VC fund to come in, but I want them to believe in me and be ready to take over this $20 billion industry.”
