Squids Vs. Sharks: Everett Startup Sticks a Deal on Shark Tank

Editor’s Note: Originally published January 22, 2020. Republished January 21, 2021.

When my 17-month-old couldn’t pull her socks off for the first time ever, she looked up at me and said, “UH-OHHHHHHHHH.” She had finally her match: Squid Socks.

Squid Socks make kids socks with silicone “squiddy dots” on the inside cuff so that the socks don’t fall off and get lost. A problem as old as kid socks themselves.

Founded by Everett residents, Jessica and Gabe Miller, after five years of hard work this South Everett home-based business has been picking up steam.

Their product recently landed them a spot on the hit national TV show Shark Tank and a deal with Daymond John himself.

I sat down with Jessica at their dining room table on a recent dusky afternoon while her sister and friends moved big brown boxes of inventory behind us. The Millers had just rented their first storage unit and were happily reclaiming their living room from thousands of Squid Socks.“Things have been crazy busy, to say the least. The last three and a half months have been a circus, in a good way.” Jessica shared. The airing of their Shark Tank pitch had sky-rocketed sales and interest in their product. The Millers called on friends, family, and neighbors to help keep up with all the orders.

Lori Greiner tests out the claim // Courtesy of Squid Socks

The socks sold out almost instantly on Amazon. Jessica’s sister, Kristen had to take over just managing all the Amazon sales. Squid Socks are also sold at “mom and pops,” such as J Matheson in Downtown Everett. They’ve also landed some large retailers, like Nordstrom and Buy Buy Baby.

Growing up in an entrepreneurial family, watching her father and uncle run their business over the last 30 years, it’s not lost on Jessica the hard work required to run a business or the benefits.

“To take an idea to market, and to solve a serious pain point for someone, some will make you cry in a good way.” Jessica shared about the outpouring of emails and messages they’ve been receiving on hyper-speed since their national TV debut.

Investor Daymond John // Courtesy of Squid Socks

I had to ask, did they have a favorite shark they had wanted to work with? Jessica mentioned how nice Robert Herjavec is, but that with Daymond John’s background, he was their #1 choice that made sense for the brand.

Luckily for the Miller’s, Daymond John was in. He agreed to invest $125,000 in the company after about a half-hour pitch.

And what was it actually like being in “the tank?”

“I swear we blacked out during our pitch. You’re so nervous, and then you don’t even remember what you said. You watch the episode as if you’ve never seen it before. Gabe likens it to an athlete’s training, you train so hard, and then when it’s time to do your thing you don’t even have to think, you just do what you’ve been training for.”

Being local, I had to ask Jessica if they had any favorite food finds. She excitedly shared they recently discovered J&L BBQ in downtown Everett.

“I freaking love that place. We were at Imagine (Children's Museum) and saw the BBQ sign and decided to try it. The staff was so friendly and amazing. Probably the best baked beans I’ve ever had in my life. A really different flavor profile than what you would expect, and then their BBQ sauce and cornbread. Oh my gosh!”

So what’s next for Squid Socks?

Jessica shared that they’ve been getting tons of requests for adult socks (such as no-show socks or socks for elderly and disabled folks that will stay up). They’re also interested in expanding their product line with more kid-centric products, such as baby mittens, onesies, and more color options.

Wherever the dots lead next, something tells me Squid Socks will be sticking around.

Learn more about this sticky Everett startup at SquidSocks.ink

BONUS for any entrepreneurs aspiring to make it onto Shark Tank or grow a startup, I asked Jessica what advice she had:

Don’t try and do it all at oncE

Ideas are easy. Focus your efforts first, nail that down before you try and do too much, too quickly.

Know your strengths and weaknesses

Hire people to do the things that are not in your wheelhouse. Don’t be afraid to delegate, but don’t hire the first person who comes out of the woodwork. Interview a lot of people and take the time to interview them well.

Be careful who you trust

(This one actually came from Jessica’s friend Staci as she took a break from moving boxes. Jessica asked for her insight as Staci has a lot of experience working in startups) Vet carefully, friends, family and investors can burn you. Trust is earned.

Take calculated risk

There’s so much risk as an entrepreneur, that comes with the territory for sure. It’s calculated risk. Take the calculated risk and do the research so you don’t end up having to take mortgages out on your house. As exciting as the journey is, you need to know when to bow out.

Get validity from the market

Ask people who aren’t your friends and family. Talk to people who are strangers and will give you honest feedback, people who aren’t trying to please you. “No” is not bad, I would rather have people tell me no all day long so that I can come up with a plan B and C. No isn’t a bad thing, it can just help you come up with a different path.

Schedule downtime

It’s hard. It takes a toll on you personally and your relationships. We’ve been successful thus far because we’re so yin and yang. There is ALWAYS something to do when you are an entrepreneur. There’s not a dull moment ever, you could work every second of the day. But even if you have to schedule it, it sounds crazy, but schedule downtime. Otherwise, you’ll burn out pretty fast.