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Jason started Laceez, Inc. in 2015. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Laceez, Inc.?
When our daughter Savannah was young and struggled with fine motor skills, tying shoes was a very time consuming and frustrating task. So Sarah got some elastic and made a homemade version for her shoes. When we realized how well they worked, Sarah made a pair for my Adidas and we saw that these are in fact very practical and we decided to turn it into a business.
At the time Shark Tank was a very hot new show, and although we thought about it, a competitor with a similar concept happened to beat us to it, so we went another route.
As far as background, we didn't have much experience with manufacturing, but I did have a background in business, wholesale and art design. We were able to build off of that enough to create a new business.