Client Spotlight:
Introducing Covered Inc
An Interview With Founder Britt Jones| By Emma Golley | March 15th 2026
When the founder of Covered first approached me about developing her debut collection, Genesis 001, she had a strong vision for the brand and what she wanted it to represent. But like many first-time founders, she was stepping into the product development process for the first time. Over the months we worked together, that vision took shape through design decisions, sampling, and plenty of behind-the-scenes problem solving.
In this interview, she shares what it was like bringing her first collection to life, the lessons she learned along the way, and what it takes to turn an idea into something you can finally hold in your hands.
Q: Hi Britt! Can you introduce Covered and share the story behind what inspired you to launch the brand?
A: Covered is a faith-based lifestyle brand for adults, kids, and families created to remind people that no matter the season, God has them covered. I started it from my home office during a season of stretching and growth, wanting to build something that boldly reflects faith in everyday life.
Q: When you first envisioned Covered, what did you feel was missing in the market that you wanted to bring forward?
A: I felt there was space for faith-based apparel that felt elevated, minimal, and modern while still carrying deep spiritual meaning. I wanted pieces people would actually reach for daily, not just for church, but for life.
Q: What was your vision for the Genesis 001 collection, and how did you want customers to feel when wearing it?
A: Genesis 001 represents beginnings, the courage to start before you feel ready and trust God in the process. I wanted people to feel confident, covered, and reminded that He is writing their story from the very first page.
Q: As a founder, what part of developing your first collection was the biggest learning curve for you?
A: The biggest learning curve was understanding the technical side of garment development, from fabrics to fit to production timelines. I quickly realized vision is one thing, but bringing it to life requires patience, detail, and resilience.
Q: What made you decide to work with Emma for the design and development of your collection?
A: I chose Emma because she understood both the aesthetic and the heart behind Covered. She didn’t just design clothing, she helped translate vision into something tangible and elevated. She is also so kind and professional.
Q: How did that collaboration support or elevate your original vision for Covered?
A: Emma helped refine my ideas and bring clarity to what I was trying to express through the collection. Her expertise elevated the quality and structure in ways I couldn’t have done alone.
Q: Was there a moment during the process where things really started to come together for you?
A: The moment I held the first finished sample in my hands, it felt real in a way it hadn’t before. Seeing the stitching, the weight of the fabric, and the message woven together made the vision tangible.
Q: What were some of the key challenges you faced while bringing this collection to life, and how did you navigate them?
A: Timing, production delays, and learning to manage cash flow were real challenges in the beginning. I navigated them by leaning into faith, asking questions, and refusing to quit when it would have been easier to step back.
Q: Since launching, what kind of feedback or response from your audience has been most meaningful to you?
A: The most meaningful messages are from people who say they felt seen or encouraged while wearing Covered. Hearing that a simple piece of clothing sparked a faith conversation reminds me why I started.
Q: What advice would you give to other founders who are preparing to develop their first apparel collection?
A: Start before you feel fully ready, but surround yourself with people who understand what you don’t. Vision is important, but execution, patience, and humility will carry you further than hype. It’s easy to quit but never give up. It’s also a large investment so knowing you may not make money for a few years. Just stay the course of why you started!
Q: Looking ahead, what is your vision for the growth and evolution of Covered over the next year?
A: Over the next year, I see Covered expanding into more thoughtfully designed collections and deeper community impact. My heart is to grow not just in product, but in purpose, creating something families can wear and truly live in. Bringing more people to Jesus is what it’s about!
If Britt's journey makes you feel inspired to start your own collection, get in touch! We offer a full package service from product ideation to completion with a factory. Click here for more information.
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To shop Britt's first collection click here.
