JAGGED EDGE
redefining the journey

Locals embrace the Jagged Edge brand more than any other outdoor gear because it's a company born and raised in Telluride with a product line designed by tried-andtrue sport enthusiasts. Since its inception, Jagged Edge has associated its outdoor gear with the Eastern philosophy's mantra of the journey. The journey, also expressed by the Dao symbol ( ), means the path, or the way. The journey is about one's actions as he/she travels through life. It is based on an understanding that the destination is not as important as the journey. The path should be one of righteousness, in action, thought and attitude; one should be respectful of Mother Earth and strive for the betterment of others.

This philosophy has many variations in translation. With reference to outdoor sports enthusiasts, core values include pursuing passions purely for the joy in doing them, respecting nature and the earth's resources, and taking responsibility for one's actions. When the journey is followed appropriately, good karma is a natural outcome

The Jagged Edge journey reads like an entrepreneur's fairy tale. Founder Margaret Quenemoen grew Jagged Edge from a vending streetcart into a humble 150-square-foot retail store in Telluride. One store grew into six stores across Colorado and Utah , not to mention a steadily growing wholesale business. With help from her identical twin sister Paula, dedicated staff and supportive investors, Margaret brought Jagged Edge to a milliondollar enterprise in less than a decade. From concept to completion, locals watched what was a mere twinkle in a young girl's eyes, transform into one of the best-known technical gear companies in the West. As with most growing companies, fairy tale beginnings often suffer some bumps, bruises and disappointments along the way. The 9/11 economic downturns were difficult for even the most established companies, and Jagged Edge found itself in need of financial fuel, forcing the company to reorganize.

In the fall of 2002, Telluride resident and investor in Jagged Edge, Susan Dalton, acquired the Telluride store with a special licensing agreement to exclusively carry the Jagged Edge brand in the Telluride region. In Dalton 's words, "This provided us with the chance to take the heart and soul of the Jagged Edge brand to the next level." Dalton has always believed in the strength of the brand. Telluride's flagship store is currently the only Jagged Edge store in the country. It is a family-run business, possessing a close working relationship with Margaret who remains brand manager for Jagged Edge. The Jagged Edge Telluride team consists of environmentally conscious outdoor enthusiasts "concerned more about functionality than fashion," to paraphrase Dalton . Four individuals who are in harmony with the integrity of the journey make up that team. They typify Telluride's character. For the past 15 years, Susan, Jagged Edge's current matriarch, along with her husband Mark, have helped enrich the Telluride community with support of various nonprofit organizations. They have garnered an abundance of good karma in their philanthropic efforts and pragmatic business approach. In Eastern philosophy, one's desire to achieve win-win situations is a sign of wisdom. Susan breathes that wisdom and instills it in Jagged Edge's life force.

Susan's son Erik, an avid skier, climber, biker and backpacker, is Jagged Edge's primary buyer. He readily admits the high country lifestyle runs through his veins. Erik recently graduated from Vanderbilt University in Nashville , TN , with a degree in economics, and attended National Outdoor Leadership School . He plans to complete the NOLS instructor course by spring, which will qualify him to lead extended backpacking and climbing trips for the organization. Certainly, Telluride's giant entourage of hardcore and soft-core outdoor buffs can appreciate Erik's desire to fully immerse himself in lengthy wilderness expeditions while employing Jagged Edge's vast and varied product line. In essence, Erik is the company's field tester, keeping close tabs on the functionality of Jagged Edge gear. His knowledge and use of the products is invaluable when making decisions regarding the inventory. Erik's nonstop pursuit of outdoor adventures, not to mention his economics degree paired with growing up in Telluride, lend ample credence and character to the Jagged Edge store.

Jagged Edge Telluride's store manager is a beautiful, wholesome young woman named Heather Robertson. Heather graduated from Prescott College in Prescott , AZ , with a B.A. in environmental politics and cultural and regional studies. She's a bit of a mountaineer who meditates, enjoys yoga, biking, hiking, loves to read, and is a passionate herbalist and nutritionist. She says, "I am always educating myself in the ever-changing environmental field." In a sense, one could call Heather a super-natural model as she lives life in sync with the rhythms of nature. When in her presence, one can easily tell she is balanced and intensely focused with an open mind that keeps her learning and growing. "I believe in the Jagged Edge brand because of how it was born and the passion behind it," she says. "The journey symbol is about one's path. The in-depth journey of the heart and the soul and what guides us in life are of great importance. The inspiration from working with Susan and Jagged Edge is contagious." To Heather, the Jagged Edge brand resonates a spirit that parallels her morals.

Telluride's Jagged Edge is charmed to have a member of its original staff, Carie Mackey, on board. Carie epitomizes the heart and soul of Jagged Edge, believing life should be chased by one adventure after another. Though she grew up in the Land of the Lakes—Wisconsin—Carie is the quintessential mountain woman. She moved to Keystone, Colorado , in 1995 and immersed herself in the ski bum lifestyle, working on ski patrol and trail crew. "We moved to Telluride in 2000 when my husband got a job at Telski in snowmaking," she says. "I worked trail crew for Telski and between off-seasons started working for Jagged Edge. I am excited to be part of the new Jagged Edge as the team is friendly and supportive."

How will Jagged Edge's journey continue? Hopes and plans of the new Jagged Edge Telluride team include helping to further promote the brand with introduction of the Jagged Edge website and on-line catalog. The website has been up and running since early May, and the catalog was added in October. On the local front, Erik hopes to build a relationship with the Telluride Ski and Snowboard Club, a community nonprofit organization that helps get local and regional children involved in winter sports. Because of his own interests in freestyle skiing, he is planning a mogul corner, specializing in ski clothing and gear for young and daring freestylers. Heather is planning monthly events in the store such as showing mountain related films, or hosting presentations about healing with herbs. The staff at Jagged Edge will continue to pay attention to where and how the merchandise is made—they prefer to support U.S. companies or co-ops that help people in Third World countries. A goal for the staff is to have all who walk in, ( 223 E. Colorado Ave. ) whether local or visiting customers, feel at home and comfortable. Helping visitors find their way around town, or giving advice about what hiking trails to take or ski runs to try, is all in a day's work. The journey ahead is to strive toward creating a community store with a far-reaching brand name packed with integrity, solid workmanship and value. Enthusiasm runs strong. By paying attention to the Dao and traveling forward with the Jagged Edge brand, all good things will come.