who i work with…
I partner with biomaterial companies and investors at different stages:
Next-gen biomaterials startups preparing to commercialize novel materials
VCs and accelerators who want strategic support across their biomaterials portfolio (retainer structures available)
Established material innovators rethinking their go-to-market approach
what i help with…
Ingredient branding strategy
B2B partner development
Commercialization roadmaps
Executive workshops
Strategic advisory retainers
Let’s work together.
Jenny Erwin specializes in commercialization strategy for biomaterial companies. She works with biomaterial startups, VCs, and material innovators on ingredient brand strategy, B2B partnerships, and go-to-market planning.
Her background spans luxury brand positioning and sustainable materials innovation. Her master's thesis explored go-to-market strategies for cell-cultured leather in the luxury show jumping saddle market. This included primary consumer research and competitive analysis of next-gen leather alternatives. She founded Apacceli, a sustainable fashion brand that launched at the 2018 World Equestrian Games, showed collections at New York and Paris Fashion Weeks, and was invited to collaborate with Macy's on a 2019 collection.
Jenny is the creator of the Commercial Readiness Compass framework, which quantifies the gap between public messaging and manufacturing maturity, a primary cause of commercialization failure in biomaterials. She holds an MA in Luxury and Brand Marketing from SCAD (Summa Cum Laude).