A former BlackRock employee ordered 10,000 pairs of socks for $100,000 to test a business idea; her startup later raised $2 million and reached Shark Tank | World News

A former BlackRock employee took a $100,000 gamble on socks after deciding to test whether consumers would actually buy her idea. Allison Strumeyer, who co-founded sock brand Doublesoul with her husband Ben, ordered 10,000 pairs as an initial test of the business. Rather than immediately leaving her corporate career, she used the experiment to establish whether there was demand for the product. The test generated organic sales and gave the couple confidence to pursue the company further. Doublesoul officially launched in 2022 and went on to raise about $2 million in funding. The company later secured a spot on Shark Tank, where Strumeyer’s husband and investor Pete Davidson pitched the brand while she was unable to travel because she was heavily pregnant.

How a former BlackRock employee turned a $100,000 sock idea into a startup

Allison Strumeyer studied at the University of Pennsylvania and initially chose a corporate career after graduating. She spent about two years at BlackRock, where she said she learned about communication, project management and working under pressure. She later joined Mirror, the home-fitness startup that was acquired by Lululemon, and spent about four years there. Those experiences helped her understand both large-scale corporate operations and the fast-moving nature of startups. Alongside her husband Ben, she eventually began exploring the idea of building a company of their own. The couple became particularly interested in socks, a product they believed had been overlooked despite being an everyday part of most people’s wardrobes.Strumeyer and Ben believed there was room to bring more creativity and innovation to socks. They felt the category had received less attention than other parts of the fashion industry, despite people wearing socks almost every day. Their goal was to make socks that were comfortable while also offering distinctive designs and stronger branding. Before committing fully to the idea, however, the couple wanted to determine whether consumers would actually buy their product. They created an early prototype and began looking for a way to test the concept without immediately building a large business around it.

The $100,000 test involved 10,000 pairs of socks

The couple eventually ordered 10,000 pairs of socks for approximately $100,000. According to Strumeyer, the quantity was the minimum order required by the manufacturer. The purchase represented a significant financial commitment for a business that had not yet proved itself, but the couple treated the inventory as a real-world test. They distributed the socks among people they knew and encouraged them to share the products on social media. The strategy produced organic sales and helped demonstrate that there was genuine interest in the concept. For Strumeyer and Ben, the experiment provided evidence that their idea could develop into a viable business.After testing the concept, the couple officially launched Doublesoul in 2022. Strumeyer initially continued working at her day job while helping develop the company. She had been cautious about leaving a secure salary before knowing whether the startup could support her financially. The founders eventually decided that they needed to move faster and began pursuing venture funding. They raised about $2 million, according to Strumeyer’s account to Business Insider, giving her the confidence to leave her job and concentrate on Doublesoul full-time. The company then continued developing its product range and building its identity around colourful, expressive and comfort-focused socks.The company received an unexpected boost when comedian Pete Davidson discovered the brand. Davidson initially became a customer after trying Doublesoul’s socks and liking them. His relationship with the company later expanded into an investment, and he became closely involved with the brand. Davidson eventually took on the role of creative director, helping Doublesoul develop its image and marketing strategy. His involvement also gave the relatively young sock company a high-profile connection that helped it stand out in a crowded consumer market.

Pregnancy meant Strumeyer could not appear on Shark Tank

Doublesoul later pursued an opportunity to appear on Shark Tank. However, Strumeyer was too pregnant to travel when the show was being filmed, so her husband Ben represented the company instead. He appeared alongside Davidson, who was already an investor in Doublesoul. Strumeyer said she did not particularly mind missing the filming because Ben was familiar with the company and felt like an extension of herself. During the negotiations, Ben and Davidson called her so she could participate in the decision over the offers from the Sharks.

Doublesoul sought $500,000 on Shark Tank

The company entered the Tank seeking $500,000 in exchange for 4% of Doublesoul, implying a valuation of $12.5 million. The pitch attracted attention partly because Davidson was already an investor and appeared alongside Ben. The Sharks questioned the company’s valuation and the terms of the proposed investment. Several offers emerged during the negotiation, eventually leading the founders to consider a deal that involved giving up a larger share of the company in exchange for strategic support.Guest Shark Kendra Scott ultimately offered Doublesoul $500,000 for a 10% stake in the company. Ben and Davidson accepted the offer after consulting Strumeyer. The deal implied a $5 million valuation, considerably lower than the $12.5 million valuation sought at the beginning of the pitch. However, the founders believed Scott’s experience building a major consumer brand and her potential ability to help Doublesoul expand made the deal attractive. The investment gave the company additional capital while also connecting it with an experienced entrepreneur in the retail and fashion space.

The Shark Tank episode aired after Strumeyer became a mother

The Doublesoul episode aired in September 2025, when Strumeyer’s son was only three weeks old. Her unusual Shark Tank experience therefore coincided with the earliest weeks of motherhood. While her husband and Davidson had represented the company in front of the Sharks, Strumeyer was dealing with the arrival of her first child and continuing to remain involved in the business. She said the experience reinforced the importance of having a partner who shared both her vision for the company and her approach to family life.Strumeyer and Ben have also tried to establish time when Doublesoul is deliberately kept out of their conversations. They take walks with their baby and use that time to focus on their family rather than discussing the company. Strumeyer said that without such boundaries, it would be easy for conversations about the startup to take over their lives. Their approach reflects the reality of running a growing company while raising a young child, particularly when both partners are deeply involved in the business.

Doublesoul continues to grow

Doublesoul has continued expanding its product range and collaborations since appearing on Shark Tank. The company says it has sold more than 1.5 million pairs of socks and continues to position itself as a fashion and lifestyle brand rather than simply a basic sock manufacturer. Its story began with a $100,000 order for 10,000 pairs of socks, but that early gamble eventually helped Strumeyer and her husband validate their idea, attract outside investment and build a company that made its way onto one of America’s best-known entrepreneurial television shows.