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Inside this edition: Interview with founder of
RAW INDULGENCE Alice Benedetto, WBENC Certified
Succession Planning:
Lessons from the
Miami Heat
SUMMER 2011 U.S. EDITION $18.95 US $24.95 CAN (PRINT PRICE)
SDR supplier diversity review
Marc Perez publisher
Giselle Weiss
editor-in-chief
Sarah F. Wimberley production director
Ari Cohen creative director
Lane Takahashi-Andrews managing editor
Carissa Chesanek Lindsay Hilton Michelle Sweeting Tara Swords writers
K. J. Friend contributing writer
Rory Collins advertising coordinator
Stefanie Cardino Jasmagne Jimenez Lily Roy Daisy Raisinghani research team
Amit Kumar Choudhary Michael Renolds web editor
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our mission:
To promote and support Supplier Diversity through highlighting the success stories of both large private sector and diverse business vendors, while also covering issues relevant to this niche of the business community. target audience:
We target Fortune 1000 Purchasing officers and Supplier Diversity officers along with celebrating the achievements of diverse owned business. Our content is relevant for executives, middle management, and established business owners as well as start ups. Our audience covers a wide spectrum of industries — from hospitality, construction, retail, energy, healthcare, finance, food products and professional services. Our readers include corporate executives, community leaders, and decision-makers. for advertising inquiries:
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l e t t e r
f r o m
t h e
e d i t o r
“Focus on your passion and the money will follow” -Unknown
I first heard this quote from my father and he unlike most, was able to proudly quote this as if it were simply fact. He followed this advice and made a career out his unlikely passion; which in turn afforded him with a rather prosperous living for him and his entire family. Few of us actually follow this age-old adage and instead opt to pursue our passions in our leisure time or through our philanthropic efforts. The pages of our summer issue focus on the entrepreneurs who have chosen to follow their passion. In some cases their courage took a little push from friends e.g Alice Benedetto’s launch of her Raw Food Bar and the Raw Revolution and for others like kinetic artist, Andrea Rosenfeld it was more about finding the best way to create a profession from their passion. In this issue, you will have an opportunity to read about various industries including food, fashion, cosmetics, and jewelry. I hope you enjoy reading about these amazing entrepreneurs and their successful ventures. If you are not currently following your passion, we hope these stories inspire action. If you have a story or business that you think we should feature in our upcoming issue, we would like to hear from you. Please email me at Giselle@stonegriffinmedia.com to let me know more about your business and maybe you will see yourself featured in our next issue. Enjoy our Summer Edition!
Sincerely,
Giselle Weiss Editor-in-Chief
5
t a b l e
SP E C IA L
8
O N
c o n t e n t s
F E A T U R E
SUCCESSION PLANNING Requires More than Deep Pockets
T H E
C O V E R
13
STARTING A REVOLUTION with Raw Indulgence
P A L A T A B L E
17
o f
P A S S I O N S
MISHA KURYLA-GOMEZ Her Sweet Escape
What started as a charitable donation, has flourished since 2007 into a delectable dessert business...
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D E DIC A T E D
D I V A S
21 25 27 29
GAIL SCHNEIDER: Shaping the World, One Brow at a Time
VIOLETTE SPROUL
Uniting Women Everyone JENNIFER TUMA-YOUNG
An Inspiration to All
ERICA NICOLE
The Jack of all Trades
Jennifer Tuma-Young: The embodiment of empowerment and confidence
CR A V E
31 33 36
T H I S
HOT ROX JEWELRY
JAMIE KOFF
from artist, Andrea Rosenfeld
Taking Charge of the Fabric Industry One Small Brand at a Time
TINte COSMETICS Booming Beauty
CHRYS IOANNOU Creative Mind, Skilled Crafter
38 40
BELLA DAWN The Virtual Style Assistant
Teaching you how to shop like a stylist....
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S U P PL I ER D I VE R S ITY R E V IE W
SPECIAL FEATURE
Succession Planning
Requires More than Deep Pockets By Kevin Friend
“Management must speak with one voice. When it doesn’t management itself becomes a peripheral opponent to the team’s mission.” photo: Kevin Friend
-Pat Riley
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As
recently as June 12, 2011, Pat Riley contradicted his own famous quote, and ultimately cast an impenetrable shadow over his team, in an attempt to rebuild the storied Miami Heat franchise, through a morphed effort at succession planning. Prior to the season the team was skillfully dismantled and seamlessly rebuilt by adding two of the top five players available in the free agent market of the National Basketball Association (NBA). During the previous season, Miami’s feeble attempt to stay competitive with the likes of Doc Rivers’ Boston Celtics, or Phil Jackson’s Los Angeles Lakers, indicated a supreme need for reorganization. Planning began in advance of season’s end, no doubt, but the objective was at best short-sighted.
The succession
plan was to win, no matter the cost, no matter the effect.
Winning superseded creating a
balanced, creatively robust organization, and more importantly, a team that was capable of sustaining the mental toughness needed to succeed. Management focused on acquiring the best employees, both of which commanded the highest price. The solution was to spend a lot of money on players, and not to create an adequate infrastructure to manage them. As
a
result,
a
startling
reminder
personalities, inept management and coaching styles, lackluster execution of policies and procedures lasted the entire season, a total of 7 pre-season, 82 regular season, and 21 playoff games. Miami finished 75-35 overall, but didn’t win the NBA championship, and ultimately failed to effectively implement the organization succession plan. Granted, success in this case is subjective. Overall,
teamwork,
selfless
enthusiasm,
supreme senior level management vision, and ultimately the ability to perform at a high-level every day catapulted a lesser talented team, the Dallas Mavericks, to victory. Objectively, execution over potential is the mark of a successful team. Firms with “deep benches”, exceptional “coaches” and definitive strategies are able to skillfully move role players and stars alike into critical voids that manifest themselves during the game. This rule holds true for large corporations, as well as midsized to smaller entrepreneurial Firms. Currently, the United States Small Business Administration (SBA) characterizes medium and small businesses as those with 500 or less employees. (sba.gov) Exacerbating the issue of effective succession planning is a situation where the resource pool is already extremely scarce. How can a smaller business complete
of
inadequate planning manifested itself almost instantaneously; a great team without great management rarely reaches its potential. Pat Riley and his entire organization faced the fact that talent alone doesn’t drive a successful venture. The agony of clashing
with the large companies in attracting top talent? One of the questions facing small businesses regarding executive successions is whether replacement should be by an internal candidate
or
someone
from
outside
the
organization. For the entrepreneurial, the best fit might be organically grown, discussed, and
9
photo: Kevin Friend
S U P PL I ER D I VE R S ITY R E V IE W
During the past decade, and especially more
recently,
economic
due
to
the
downturn,
current
successful
entrepreneurial companies have had to
revolutionize
talent
management
approaches like promoting the brightest and hardest working staff. have
included
policies
and
enacting
procedures
Outcomes stringent rooted
in
identifying resources possessing talents vetted succession planning. Hill (2005) found
in operations, finance, strategy, while
that successors will often have different motives
also having personality and discernment. The
when entering their new position and this alone
fundamental tenants driving Firms in corporate
will influence their overall strategic outlook.
America are the same, and can be applied in
Of course, succession planning is more than
any industry; Firms want to win, and win it all.
anointing the next CEO. It’s also more than filling
Failure to properly plan, and strategically grow
all your C-level positions and enacting a regular
undermine the “win” objective.
senior management training program. In light of
Overall, the size of the Firm, its structure and
the current economic downturn, it’s imperative
culture will often drive selection criteria for
for companies to focus on sustainability, and
succession planning, but there is no one size
growth, especially small to mid-sized companies.
fits all succession plan, and each plan needs to be scalable. Hiring only the best and brightest
Although earlier studies found that inside
employees, while having subpar management,
successors were usually associated with fewer
definitely will not catapult an organization to
organizational changes (Helmich and Brown
be the market leader.
1972) and less strategic change (Wiersema 1992),
succession criteria on the future potential of your
the landscape of business is ever-changing,
employees versus their current competencies
especially for entrepreneurs. Each small to
does not ensure success.
Similarly, basing your
medium sized business owner looks through an entirely different professional lens. This tier of
Ultimately, there must be a defined strategy for
business requires not only the most efficient,
operations, specific roles and responsibilities,
and economical best practice solutions, but
and integrated approaches to facilitate fair and
also the most effective, and profitable solutions.
consistent competition, metrics assessing and
Ultimately, for each Firm to compete and thrive,
rewarding exceptional performance. Teamwork
the formula for success must come from outside
is
of the Fortune 1000 business as usual box.
on motivating existing personnel, providing
Creasy et al, 2004 suggest using characteristics
opportunities for job shadowing, mentoring
of high leadership potentials as the company’s
and coaching in support of job personal and
criteria for growing leaders.
professional growth.
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key
and
management
must
also
focus
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INSIDE the ISSUE
OFFICEMAX MATTEL WBENC, NMSDC, NAVOBA AND MORE... SUSAN B. ANThONy
“Failure is impossible”
90Th ANNIVERSARy OF A WOMAN’S RIGhT TO VOTE TuRneR ConSTRuCTion
Building and Growing for Today and Tomorrow SPRING/SUMMER 2010 INAUGURAL ISSUE U.S. EDITION $7.95 US $13.95 CAN (PRINT PRICE)
SgM
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Certified WBenC+ nMSDC
S U P PL I ER D I VE R S ITY R E V IE W
ON THE COVER
Raw Indulgence: Starting a Revolution Written By Tai Meah
By
definition, a revolution is a “sudden, complete or marked change in something.” Unless you’re camped out under a rock, it is clear that a food revolution is going on throughout the country. Strong preferences toward organic and local produce are abundant. Fast-food establishments strive to remain relevant by offering healthier food options among its otherwise fattening and high-caloric menu items. Raw food, however, has yet to become a national sensation. This will not be the case for long if Alice Benedetto, Founder and President of Raw Indulgence, has anything to do with it.
The company is Raw Indulgence. The brand is Raw Revolution.
As a Registered Nurse and Natural
Foods Chef, Ms. Benedetto developed a passion for preparing and eating raw foods. As noted on the company website, “Raw, living foods are clean, and have higher nutrient content than cooked food... Raw, organic foods are closest to their natural state, bringing us closer to healing ourselves and the global ecology.” Originally making raw snacks for only her son as an alternative to the high sugar processed snacks, she noticed that friends also loved the taste and recommended her selling the delicious munchies. While starting a business at that time seemed a daunting and near impossible task to Ms. Benedetto, especially considering she
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S U P PL I ER D I VE R S ITY R E V IE W
was already working full-time and a single mother to
sports athletes.
While the products are a bit more
an active two-year-old, she gave it a whirl anyway. In
popular on the coasts as opposed to middle America,
2004, Raw Indulgence was born!
Raw Revolution products may be found throughout the 50 states. Curious to know where exactly? Simple
In the beginning, Ms. Benedetto was using a shared
enough, go to the company website and click on ‘Store
kitchen in Poughkeepsie, NY to manufacture her
Locator’ to type in your zip code. The products are
products.
located within convenient stores, major grocery chains
Eventually, she and her team built their
own plant about 40 miles north of New York City and
and smaller health food stores alike.
And let there
a lot closer to her home. Now, Raw Indulgence does all
be no mistaking that this particular market stretches
of its own manufacturing in-house while distribution
beyond the United States. Raw Revolution can be found
occurs through various channels including direct
in retail stores in Australia, Canada, South Africa,
orders and Amazon. Currently, approximately three
Iceland and beyond. A partnership within Mexico is in
to four million bars are sold annually. The company’s
the works. Ms. Benedetto attributes this global reach
largest expense is the cost of goods which includes the
to word of mouth, advertising with distributors and
ingredient suppliers and production costs.
numerous sponsorships; Raw Indulgence sponsors over 500 events a year.
What keeps the Raw Revolution brand a step ahead of its competitors is the strong consensus that the bars
Moving forward, Ms. Benedetto has a number of goals
taste great while being great for you, an often elusive
for Raw Indulgence and its brand Raw Revolution.
combination. Also, and this is a factor which sets it
She would like to improve automation while coming
apart from many other health-conscious food choices,
up with newer and exciting products. Also topping the
the prices remain low at under $2 a bar on average.
list of goals, Ms. Benedetto “ultimately wants to give
According to Ms. Benedetto, the key market for her
back.”
bars is a population that includes raw foodists, the
continues, it should not be long before that goal is
health-conscious, educated consumer, and extreme
reached.
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As the apparent success of Raw Revolution
Raw Revolution is available at the following retailers:
15
I want foam pillows for me and
feather ones for my partner — he’s like that.
WHAT ’S YOUR REQUEST?SM
Do you want his and his matching bathrobes? Or a staff that knows when to pamper you and when to leave you alone? We’d like to hear about it. Tell us your idea of the perfect romantic getaway and we’ll make it happen every time. Call us or your travel planner. 1.800.WYNDHAM www.wyndham.com
S U P PL I ER D I VE R S ITY R E V IE W
PALATABLE PASSIONS
Misha Kuryla-Gomez: Her Sweet Escape Contributed By Carissa Chesanek
“My daughter loves these cupcakes. She is constantly talking about how amazing Misha’s is and especially the red velvet cupcake. It was because of her that my wife and I decided to stop by Misha’s store one day. Ever since that day we have not stopped going to Misha’s Cupcakes. Their assortment of flavors is great. It is also nice to see that they can take orders for special events. I recommend Misha’s Cupcakes to anyone who has yet to try them, trust me you won’t regret it.” –Peter V. via www.yelp.com
S U P PL I ER D I VE R S ITY R E V IE W
After
having her daughter Ella, Misha Kuryla-Gomez found herself suffering with countless job searches when she decided to start making like a little sweeter by baking cupcakes. In her Miami home of 2005 she started whipping up recipes like her mom’s chocolate cake and creating her own vanilla batter then handed them out to everyone in her community. While donating 300 cupcakes to a charity for breast cancer she came faced with a large order for a wholesale client. It was then when Misha’s Cupcakes really started to flourish, officially in January 2007. Before Misha made a living off her fine baked goods in Miami, she worked closely with people as a paralegal and volunteering at a rape crisis center after graduating from UPenn in 1998. She later moved to Italy, where
to have consistency with your products, and so I make
she interning as a marketing assistant for a perfume
it a priority to always have fresh cupcakes in our store
company, then went on to be a tour guide in Florence
and when filling orders,” she says. “We don’t skimp on
and worked in reception at a local hotel. When she
ingredients and use all the ‘good stuff’ to make sure they
finally made her way back to Miami she found herself
taste delicious every time we bake them.”
working as an account executive for UPS as she was studying hard for her MBA at Florida International
Gomez is all about having the proper staff (now currently
University (FIU). After a short stint in real estate, she
25 employees) to help her handle the daily tasks but to
found a different calling felt inevitable to refuse.
also provide the most attentive customer service. She wants her customers to have the ultimate friendly and
Today, the cupcakes (and various other baked goods-
inviting experience the minute they walk through her
cakes, scones, muffins and brownies) are sweet but not
store’s doors, while also providing them with knowledge
without a whole lot of blood, sweat and tears due to
of the company and it’s products. The helpful staff can be
performing all tasks in house. Gomez starts her daily
found at both her Miami based stores, one in the Riviera
routine by getting to the store in the wee morning hours
Plaza and the other in London Square. Gomez hopes to
to start baking and helps the employees decorate and
open another location in South Beach within this year.
box up the cupcakes to get them ready for selling. She
Various other shops also carry her cupcakes including
is in charge of making the batter as she explains is “a
the eBar in Nordstrom’s in Coral Gables, Epicure
secret” and then works vigorously with the ordering,
Gourmet Market & Cafe in Miami Beach and Blonde
billing, payroll and managing of her 9 other bakers,
Tulip in Coconut Grove to name just a few. “I would like
while the manager helps with the sales team, scheduling
to open more corporate stores and become comfortable
and invoicing for the wholesale accounts. Gomez feels
with management of each one while maintaining our
that the consistency of her products and her team are
quality,” she says. “I do see myself expanding over the
what helps her rise high above the competition. “One of
next two years in all of South Florida. We currently sell
the most effective ways to stay ahead of competition is
to over 30 locations in Miami, some great supermarkets
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as well like Norman’s, Epicure and Milam’s, which as been a wonderful marketing opportunity.” Gomez is a woman with passion for what she does. Not only is she a master in the kitchen but she is also an inspiration to many women in her community looking to branch out and start their own company. She was recently a board member for the Women’s Empowerment Summit back in November, where she spoke about her own experience of using her passion to make a full time successful career while also giving advice to the 600 and more women attendees. Gomez is truly dedicated to helping her community, as she continues to donate to various charities like Breast Cancer, Homelessness, Women’s Advocacy, Children’s Advocacy and is now preparing to launch a fundraising program for local schools; a bake sale of sorts. ahead. While she can’t necessarily speak for the entire With recently launched new flavors like Black Bottom,
economy, she does say that she’s “been blessed” with
Reese’s, Hostess, Dulce de Leche, and Guava cream
an abundance amount of steady customers in the last
cheese, its no wonder everyone in Miami is talking about
5 years helping her company flourish. “I think that a
her sweet treats. She is also in the works of bringing
cupcake priced at $1.25 is something that anyone can
in flavors like Carrot Cake and Key Lime Pie. Is your
enjoy, no matter what their economic standing, and so
stomach rumbling yet? It can only seem that Misha’s
they appeal to many people. We have been lucky to have
Cupcakes holds a bright and sticky sweet future
great customers.”
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S U P PL I ER D I VE R S ITY R E V IE W
DEDICATED DIVAS
Gail Schneider: Shaping the World, One Brow at a Time By Carissa Chesanek
T he beauty world is not far from the fashion realm
in Park Slope in 2009. She quickly was able to get a
and lucky for Gail Schneider the transition from
decent clientele which made her sister, Dari also a
fashion to beauty seemed to flow rather smoothly.
professional esthetician intimately decide to open up
This fashion designer (Gail Schneider Designs) gone
a studio in Miami. “In April 2010 my husband, was
Eyebrow Shaper Professional, has always been in the
relocated to Miami and Dari & I were very excited to
creative industry and is now the Founder and Owner
finally make our dream come true,” she says. “Dari
of a Wow Brow, a successful brow shaping studio.
remained with her studio in Miami, while I opened
“After many years in the fashion industry, I decided
mine in Cooper City, and this way, WOW BROWS is
to make full
available in 2 different locations in South Florida.”
circle
into
Schneider still finds herself getting calls from her
Esthetics,”
New York City clients to have her come out to shape
she
their eyebrows at their homes.
says.
“I’ve
always
had a natural
Schneider says that she and her sister are in
artistic talent
the process of training licensed estheticians to
to
shaping
offer their services in multiple locations, even
eyebrows,
though they’ve found that their clients like to deal
and
directly with owners. Clearly the clients go to her
to
decided turn
my
because she knows what she’s doing. Schneider
hobby into a
really understands what it takes as a business
career.”
professional in the beauty industry to succeed in such a competitive field. The reason being is that
While in New York City, after her husband brought
she treats each customer as an individual, claiming
them both there once he was relocated for work as
that every face has it’s own shape therefore the
a hotelier, Schneider decided to head back to school
brows should not all be shaped the same way. “We
which led to her opening her first Wow Brows studio
always have prior consultation, do before & after
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S U P PL I ER D I VE R S ITY R E V IE W
photos, use the highest quality of organic green wax,
case, Wow Brows has been booming with customers,
give home ‘in-between’ tips, and basically our results of
after all women want to look their absolute best no
the perfect shape is our ‘trademark.’”
matter how bad the economy looks. “Regardless of the tough economic times, women are still considering brow
Wow Brows is currently working on hosting Brow
shaping an absolute must, which basically preserves
Parties at the venue of the customer’s choice for special
youth with the right balance.”
occasions for a fun and easy way to get eyebrows shaped. Schneider says that she is also excited about
Wow Brows sure has done well in a falling economy, being
her company’s current work with many Brides-to-be in
rated as a 5-star company in several review websites,
the community, helping them look their best for their
but that is not their biggest accomplishment. They are
big day. Wow Brows is also working on creating their
the official Brow Shapers of the Florida Panthers Ice
own Eyebrow Shaping Line which will include eyebrow
Dancers and even had the opportunity to shape all the
gel, powders, pencils, and brushes.
dancers brows for the 2011 calendar. “Wow Brows is known for it’s efficient method for brow styling,” says
While most industries have been struggling in this
Schneider. “We’ve received an additional distinguished
economy, beauty still seems to be the one thing people
mark, where many call our work, ‘BROWTOX’ when
are not afraid to spend their money on. In Schneider’s
they see that perfect arch with the instant lift.”
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DEDICATED DIVAS
Violette Sproul: Uniting Women Everywhere By Carissa Chesanek
I t all began with a lunch. Violette Sproul had
Sproul, founder and CEO, always had a knack for
been toying with the idea of creating an organization
marketing and working with women, as a Political
that would help connect business women in
Consultant and owner of a women’s only Pilates
her Miami community for years and in spring of
Studio. She used her skills and friendly demeanor
2009 after talking it over with her fellow women
to create the “go to place for connections” for
colleagues, she started her quest. She put together
women all over in Miami. Her goal is to organize
her first business lunch which eventually grew into a
a group of women willing to support one another
company called Femfessionals, established officially
while networking and essentially making lasting
in the summer of 2010.
friendships. She does this by providing women the opportunity to attend workshops and lunches while also being involved virtually through social media and their official website, www.femfessionals.com. There are only two employees, Sproul and her business partner, Jessica Passman, however they do have FemCity Presidents in various cities which are independent contractors along with a team of developers in New Jersey and a marketing team in Miami. Sproul believes that her found success has much to do with hiring contractors and not necessarily performing major tasks in house. While she realizes things can suddenly change and working with outside teams might not always fit for her company, she says right now things are running smoothly.
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This is not to say Sproul has not been firm with the people
or out of touch of what our members need,” Sproul says.
she hires to work with Femfessionals. In the beginning
“Technology changes by the minute and its imperative
when her company just started out, Sproul admits to
to always stay ahead of the changes.” Her website will
being too trusting with a marketing company promising
inevitably help the Femfessionals company but has
her things they never delivered. However, the mistakes
been one of her major expenses as she works through
that were made due to “hiring the wrong people” only
it to make it a major form of communication for her
helped her. Today, things are a bit different. She has
clients. “I call our site the million dollar website due to
learned a lot from the past and now makes it a point to
the amount of money we have invested in its design and
extensively research any possible new hires and always
development.”
makes sure to inquire about recommendations. She also only extends a contract for 3 months so there is no long
With her new business, Sproul has a lot to say about
term commitment just in case things go sour. However,
how the economy affects her and how she sees its
if the work is going well then she has the option of easily
outlook in the future. “I don’t see things getting better
extending the contract.
however, though I see it leveling off and becoming more mainstream,” she says. “I see women thinking out of the
The company has come along way since that summer of
box and conforming to the ‘new normal’ of our economy. I
2010, with more than 5 major locations in Miami, Fort
think the realization of the climate has set in and women
Lauderdale, Orlando, Dallas and Charleston. However,
are adjusting the way to captivate a new audience and
Sproul is not content with that; she is planning on
provided added value for retaining clients.”
reaching a much broader audience in the future. “We are in the process of finalizing Austin and Philadelphia,” she
Being a relatively new company, Sproul knows she has a
says. “All cities will launch within the next 2-3 months.
long road ahead but is extremely optimistic about what
Our goal is to have at least 30 FemCity’s by the end of
the future holds. Femfessionals was recently featured in
this year with London being our first international city.”
the Miami Herald Business section and remains to get more media attention for its unique business strategy
She is also extremely excited about her website and
especially as it continues to grow. “We anticipate 2011
hopes that it will better help women connect with
will be our biggest year of growth and we are excited
each other while also promoting themselves and their
to change the world with the Femfessionals movement
business. At the end of January there will be a soft
hitting one city at a time.”
launch for the new site, which Sproul insists will be “extremely interactional,” making it easy to use and find information on a contact that a woman might have met at a past event. The website is the big project at the moment and has taken time to get it done right. “Our website and marketing is constantly evolving so we never get static
25
Fem City Miami Connection Luncheon, November 2010
Innovatively Connecting Ambitious WomenTM
Upcoming Events: Atlanta, Georgia - June 29th, 2011 Women, Wine, & the World
Boca Raton, Florida - July 8th, 2011 Official Launch Event
Orlando Road Trip Goodie Bag
S U P PL I ER D I VE R S ITY R E V IE W
DEDICATED DIVAS
Jennifer Tuma-Young: An Inspiration to All By Carissa Chesanek
Jennifer Tuma-Young has a knack for understanding and helping women. As the founder of
Inspirista
LifeStyle
and
CEO
Design, she has helped
empower women for a decade with “personal development, change management, and inside- out
transformation.” She is a licensed
with certifications
in
“life
balance,
coach, personal
development, time management, life strategies, mind-body
wellness, kinesiology, nutrition, and
fitness.” A jack of all trades for sorts. Her journey began in 2001 in New Jersey when her company just started and was only known as Jennifer Tuma. In 2006 she decided to give it a name to really hold, “Inspirista,” which in layman
turned to writing and speaking about women’s
terms means “a woman who has a positive attitude,
issues which inevitably made her decide to begin
an inner glow, a contagious energy that makes you
one-on-one coaching with customers along with her
want to smile.” In Jennifer’s words, an Inspirista
second Curves opening in Ocean Township, New
“turns failure into her own success.” A powerful
Jersey, which she opened completely on her own.
word for any woman to live by.
“‘Inspirista LifeStyle Design’ basically evolved from teaching workshops, writing, and doing one-on-one
Back in 2001 when Jennifer just started out and
coaching,” Jennifer said. And in terms of worrying
graduated
a
about competition, Jennifer merely looks as it as a
Communications, she and her mother
way to only helps her message get out. “Honestly,
decided to open a Curves franchise in Edison,
if other people are out there helping people to be
New Jersey where she began teaching classes
their best selves, I think it’s fantastic and just
and workshops. Shortly after, Jennifer’s attention
supports my life mission.” The small company that
B.A
in
from Monmouth
University
with
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S U P PL I ER D I VE R S ITY R E V IE W
consists of Jennifer, and assistants on a need basis
LifeGloss.net), having an office and speaking space.”
is located in Wall Township, New Jersey where her
She hopes to continue her success by building
one-on-one meetings normally take place. She holds
Inspirista into a full multi-media brand that will
her workshops in a provided space in Edison, New
include everything from radio to TV, to books, one of
Jersey but travels all over the country for tours
which she is working on right now. She also hopes to
along with virtually meeting with clients online over
build an editorial staff for her blog and her website
programs like Skype.
in the near future.
Jennifer takes pride in her latest “baby,” LifeGloss.
Jennifer has a different take on the economy than
net, which she calls a “Daily Candy for the soul.”
most of us do. She feels this is now the time to
The interactive website allows viewers to sign up
really figure out what we want in our lives both
for emails that offer simple and fun ideas on how
professionally and personally, and how to go
everyone is able to “nurture their soul and ignite
about getting it. “I think this is an amazing time
their spirit.” LifeGloss also sends out natural recipes
for creativity,” she says. “People are really looking
to help feed the soul in a healthy way along with fun
at their unique talents and gifts to figure out how
crafty finds like jewelry, gifts and even slippers.
to ‘monetize’ them, especially when less jobs are available, many have to create their own. And I see
LifeGloss is not the only thing that Jennifer has
nothing but incredible economic growth when we all
been focused on these days. She is the National
are doing what we are most passionate about and
Health and Wellness Educator and Executive Team
serving others.”
Member with the non-profit organization, Enchanted Makeovers. She works closely with this organization
Inspirista and Jennifer have both really made
to not just give women and children their basic
quite an impression on many, including various
needs but goes above and beyond by providing
media outlets. SoulArt TV and Aspire Magazine
them a place that helps meet their “spiritual needs
named Jennifer the world’s “Creative Spiritual
for hope and beauty.” Jennifer says that the main
Revolutionary Leaders” this year.
focus with this organization is “to uplift the human
named as “America’s Ultimate Experts” by Woman’s
spirit and empower individuals from all walks of life
World Magazine, while appearing on Rachael Ray
to pursue their dreams.” Their most recent program
and FOX news, along with being featured in Martha
is called “Stepping into the Dream,” where artists
Stewart Living and iVillage.
She was also
and children come together to bring non-other than creative inspiration.
Jennifer is truly an inspiration and has made a successful career helping others, giving women a
SDR
Back in 2002, Jennifer admits that many people
firm understanding of empowerment and confidence.
were not aware of who she was or what she had to
“An Inspirista embraces her flaws, and finds beauty
offer, but today things are different. “My company
in the flaws,” she says. “An Inspirista has a vision
has evolved from being a very local and virtual
and is creating it for herself. An Inspirista inspires
‘coaching’ business to now traveling the U.S. having
people to do what they love, follow their passions,
an online component (InspiredGirl.net and daily
and gives back to the world by helping others.”
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DEDICATED DIVAS
The Jack of all Trades: Erica Nicole By Carissa Chesanek
E rica
Nicole keeps herself busy by owning and
media, overseeing the development of traditional
managing four different companies. She is the
and digital program strategies across the globe,”
Founder and CEO of Platinum Power Group, the
Nicole said.
Managing Principal and CEO of Socialista Media + Marketing Group, the Editor in Chief of YFS
Platinum
Power
Magazine: Young, Fabulous & Self-Employed and is
manufacturer
the National Conference Speaker with Erica Nicole
Caterpillar Diesel Engines, mainly working with
International.
On-Highway, Industrial and Marine engine markets
of
Group
is
a
leading
plug in horsepower
global
parts
for
worldwide. “Our customers depend on Platinum Power Group performance diesel parts to get on the road faster, increase horsepower and performance
and
maximize
fuel
economy,”
says Nicole. “Our ultimate goal is to help our The Platinum Power Group is the oldest of the
customers protect their investment for years to
companies, haven been started back in 2007 while
come.” Staying ahead of the competition seems to
both Socialist Media and YFS Magazine were both
be easy for Nicole, certain that it has a lot to do
founded in 2009. Erica Nicole International is the
with delivering the premium CAT diesel aftermarket
newcomer, just recently launched in 2010.
parts at cost effective prices, while focusing on the customers to achieve long term relationships.
Before Nicole decided to go the entrepreneurial route in her career, she worked with some large companies
Socialista Media + Marketing Group is a global
such as Mercedes Benz, BellSouth (AT&T), Dell, Max
business development consultancy which provides
Factor, SK-II (Prestige Skincare), and P&G brands,
all the support needed for startup and smaller
where she led the development and domestic global
sized companies. The core aspects Socialista offers
media communications. In these positions, she was
is business development, marketing solutions,
able to secure successful relationships with top
advertising and public relations. The company is able
notch Fortune 500 clients. “As a core contributor to
to provide this help due to their extensive experience
strategic initiatives, I articulated agency viewpoints
working with several types of partners ranging from
on customer segmentation, channel strategy, and
Prestige Skincare, Luxury Automative, Fashion and
29
S U P PL I ER D I VE R S ITY R E V IE W Publishing. Socialista hopes to launch a London office in
explains that the relationships she has with her partners
2011 to help startup companies in that are based in Europe.
is essential. “Key criteria used to assess partnerships is the relationship, longterm value, an ability to grow with us as
Young, Fabulous & Self Employed is a useful publication
we make inroads into new markets, quality, flexibility and
for global entrepreneurs and small to mid-sized companies.
pricing.”
“Our goal is to share stories of remarkable individuals, fresh expert advice, cutting edge tools and emerging trends,”
Future plans focus mainly on YFS Magazine which includes
says Nicole. “Ultimately, we help entrepreneurs, startups
introducing new partnerships with brands like PlanOn.com,
and small businesses work smart from the ground up,
and looking to work with Virgin America and SocialBuy.
improve workflow, and develop sustainable and profitable
Nicole also wants to expand her company’s core offerings
businesses.”
proper
internationally for sustained growth. She holds faith in what
recognition being selected for the Black Weblong Award for
the economy will bring in the future, therefore creating a
the Best Business website of 2010.
positive outcome for her business as well. “Consumers
YFS
Magazine
recently
received
are back spending and investing, which seems to bring The reason for the success behind YFS is because it explores
some growth in businesses,” says Nicole. “While recent
real life business situations by showing possible challenges
economic volatility has presented challenges, we must
and then providing logical advice to get the best results. The
know when to adjust strategy and employ winning tactics
digital magazine is very user friendly and Nicole tries not
in the marketplace. The opportunity is tremendous for agile
to bombard it with large amounts of advertisements for the
companies.”
viewer to get lost in. She also keeps the company up to date with the latest information to fit properly in the ever changing age of technology. The size of Nicole’s companies are not overpowering but they are able to get the job done well. “We are large enough to be impactful and small enough to remain agile,” she says. “We continue to leverage strategic partnerships and outsource various business functions to gain competitive leverage and maximize operational efficiencies.” The companies operations are centralized in Dallas, Texas but they have a client base in powerful cities like New York, Atlanta, Los Angeles. The largest expenses Nicole faces within her companies include product inventory and payroll, but she runs her business a “lean and mean” routine helping manage all expenses effectively, while running the supply chain and finding the appropriate customers to work with. Nicole’s goal includes simplifying the chain and maintaining strong relationships to provide excellent customer service. She
SDR
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CRAVE THIS
Andrea Rosenfeld Jewelry: Generous Gem By Carissa Chesanek
A rt can be a fickle path to follow, but Andrea Rosenfeld
was
has turned her passion into a rewarding career. A
5
years
kinetic artist, Rosenfeld is the Founder of both Hot
ago
while
Rox Jewelry and Andrea Rosenfeld Collection. She
Rosefeld was
has always been in the creative field studying at the
just learning
University of Michigan School of Art and Design,
a b o u t
and at the Fashion Institute of Technology (FIT) in
j e w e l r y .
New York. She then took a local jewelry class in New
The
Jersey, which made her decide to make a career out
includes mainly beading, off-loom weaving, and wire
of it.
working techniques, while the the Andrea Rosenfeld
started
line
collection uses metalsmithing, woodworking and Rosenfeld started out working at The Birds and the
casting techniques. Both collections have healing
Bees store in Morganville New Jersey hoping to learn
properties which are supposed to help restore both
more about the jewelry industry and later worked at
the mind and the body.
Perry Ellis as the Portfolio Menswear Assistant. From there she worked as the Director of Merchandising
Her company is small existing of only one employee-
and Operations at Isaac Mizahi where she realized
Rosenfeld herself. However, that doesn’t seem to
the fashion world was not for her. While she loved the
have a negative affect on her. The one woman show
creative aspect of fashion, she knew she wanted to
performs all tasks in house, in her studio pulling in
create jewelry from a quiet studio and not be caught
roughly 15 hours days when needed. Her supplies
up in the fashion scene in Manhattan. Now she has
come from various casting companies and she takes
two jewelry collections
pride in who she works with. Rosenfeld inspects
that has more to offer
every gem and bead that she uses before she decides
than just purely style.
on making the final purchase.
Her
jewelry
Roughly nine stores carry her Hot Rox Jewelry line,
Rox
including Gaylynn Design in Arizona, Artcetera in
first
collection,
Hot
31
S U P PL I ER D I VE R S ITY R E V IE W Florida and the Wooden Stone in North Carolina.
motivate and inspire me to perfect and increase my
The Zen Shop in both the Short Hills Mall and
metalsmithing skills.” Rosenfeld also believes that
the Riverside Square Mall in New Jersey carry
her exploration with her art and medium helps her
her latest collection Andrea Rosenfeld, along with
because she is not afraid of trying new things in her
the Westchester Mall in White Plains, New York.
work.
Her pieces have been seen in several publications
Being that Rosenfeld’s pieces are luxury items
including Women’s Wear Daily, The Chicago Sun
starting from $550 and up, her biggest expenses are
Times, Lovely Life Magazine and the National
no doubtingly the materials and tools to make these
Jeweler.
pieces. The items that she uses include gemstones, minerals, precious metals and exotic woods. Not
Rosenfeld’s latest adventure, the Andrea Rosenfeld
only does she find buying gold expensive but silver
Collection is kinetic art jewelry that is healing and
is also steep, weighing in at $26 per ounce.
easily movable. “The Andrea Rosenfeld collection will have vignettes of kinetic jewelry,” says Rosenfeld.
However, Rosenfeld knows that every penny is worth it. She believes that the stones she uses have a certain strength, being able to gravitate toward the person wearing it. Rosenfeld felt compelled to engage in spiritual energy through her jewelry when her friend was diagnosed with cancer. She was determined to help through her jewelry and was fascinated at the positive outcome it gave to her ailing friend. Rosenfeld has taken that aspect and continues to help cancer patients today. She donates many items to charity and even volunteers as the co-chair of the Komen Foundation of Central and
“The client can gently change the composition of the
Southern New Jersey, also honoring her mother, a
piece or it will move on its own, as well as vignettes
two time cancer survivor.
of collaboration work with other artists as well as other jewelry designs that will be neither kinetic nor
Throughout her journey, Rosenfeld has collaborated
collaborative.”
with people from all backgrounds including an award winning wood tuner and artist, Ed Kelle
SDR
The competition in jewelry can be rigid and Rosenfeld
whom has helped her create some small collections.
knows that her competition may have more years
“I am been blessed to know a few life coaches that
on her working in the field, but she feels that she
have generously helped me guide my business,
has something special to offer. She is a fine artist
focus and shed some emotional issues I have,” says
who has studied Reiki and incorporates that into
Rosenfeld. “Most of the people I meet are behind my
her work. “There are other designers in fine jewelry,
art, especially because it’s healing and because I am
whose skills outweigh my own, but their exquisite
big into philanthropy. They gather to help in any
work and the fact that my own jewelry visions
way they can because I enjoy helping them in their
may exceed my physical skills and experiences,
endeavors.”
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CRAVE THIS
TINte Cosmetics: Booming Beauty By Carissa Chesanek distributors in Europe and Asia. It offers flavored lip shines, lip colors, shimmering pearled pigments and beauty kits with price points ranging from $14 to $39. Reid’s passion for cosmetics and her knowledge of what the modern day woman wants is what makes her company continue to prosper. Her clientele can be anyone from the everyday woman to big name celebrities like Scarlett Johansson and Jennifer Anniston. As a young girl, Reid had an obsession for the prettier things in life, sneaking her mother’s Avon lipsticks and powders when she wasn’t looking. However, it wasn’t until she tried flavored lip glosses in vintage slider tins that she knew beauty was her calling. In association with her childhood memories and the support from her husband, Reid was able to
I n a world of beauty, Stacy Reid has made her mark.
create TINte Cosmetics.
Creator and CEO of TINte Cosmetics, Reid comes
The beauty mastermind stresses she was never a
from the fashion scene previously being the Senior
makeup artist, and uses that to her advantage
Account Executive at Lucky Brand Jeans in Los
creating designs that are “simple and easy to use” for
Angeles. Today, she works hard at maintaining her
every woman. Her products are also multifunctional
cosmetic company, TINte since the launch back in
like the pearlized shimmer that can be used as a
March of 2004.
shadow, powder or mixed with clear polish, a new nail color. The lip glosses not only look pretty on but
TINte Cosmetics is a small indie beauty brand that
they are packed with moisturizing Shea Butter that
has about 7 employees around the country with
helps soothe cracked lips.
33
S U P PL I ER D I VE R S ITY R E V IE W TINte was a nominee for the “Rising Star” Award in
other cosmetic lines are known for something
the beauty category for both 2008 and 2009. The
whether it’s a lip plumper or a certain ingredient,”
products have splashed the pages of many fashion
says Reid. “We are known for being vintage
magazines and been seen on television shows like
inspired. Our products are known to be packed
the Desperate Housewives and the Today Show.
full of nourishing Shea Butter, plus you can always
High-end boutiques around the country sell TINte
count on TINte for cute, gift-able packaging. I keep
products including states like California, Florida
those brand attributes in place when I create new
and North Carolina. “We are carried in Kitson, Fred
items.”
Segal and in Miami at several boutique hotel gift stores like the Gansevooert, Loews, Raleigh and we
Reid explains that staying ahead of the cut throat
sell online as well.” Reid stated.
competition has a lot to do with creating products that every woman can admire. Staying up to date
In the beginning the main functions that were
with the trends and ingredients is all part of the job,
performed in house was public relations along
which ensures the items have something new and
with financial operations, however Reid found that
desirable to offer. Reid knows that she is on the right path to success after seeing some of her competition
outsourcing a business can leave less control
follow what TINte has already done.
with the results. Now TINte continues to perform all functions in house and has seen a significant
“There have been two competitors who came out with
outcome.
almost identical kits as our Match Book Collection; same concept and color versions after our launch,”
In the beauty world, it’s important to have a niche
Reid said. TINte recently launched the Match Book
to sell because the competition can be ruthless. “All
kit, which is an easy to use all in one kit that provides
the woman with the convenience of having
and body products that will also hold the main
eye shadow, eyeliner, blush and lips all in
ingredient, Shea Butter. Reid believes that this
one pretty package. What makes these kits
should be a natural transition.
different from past products is that the items included will help achieve the look that is on the cover of the box. Previous kits created were merely combinations of existing products sold together. The Match Book kits have been such a hit that Reid plans to create more in the future with a wider range of colors.
The woman behind the beauty collection doesn’t let the economy drag her down, especially in her work. “I am very optimistic for the economy to come back,” says Reid. “The great thing about cosmetics is, that it’s an easy and inexpensive way for women to feel good about themselves so these women still indulge on makeup
The future looks bright for TINte. Reid hopes to expand into a full
products no matter what the economy looks like!”
cosmetic line which will include foundations
and
concealers
along with bath and body fragrance. The intoxicating scents that are already in the flavored lip glosses will be transformed into bath
35
S U P PL I ER D I VE R S ITY R E V IE W
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Bella Dawn: The Virtual Style Consultant Written By Carissa Chesanek
In
a world that is filled with technology and is
for an appropriate price. They are known to sell
obsessed with style, it makes sense that Bella Dawn,
some of the hottest celebrity style jewelry around,
an online trend setting boutique is doing so well. The
giving the customer the satisfaction of buying items
on-Air Fashion Expert Dawn Del Russo started the
that look like what all the celebrities are wearing at
company back in 2003 and now the Founder & CEO
a fraction of the price. The items and virtual services
has made Bella Dawn the go-to style site. The former
have been featured in magazines including Lucky,
office manager at her family owned business, DelSano Contracting Corporation now has a website that everyone seems to be talking about. The company is based in Union, New Jersey where the shipping, packaging, social media and website updates are completed. There are two part time employees along with two freelancers that work on an assignment basis. Bella Dawn provides stylish tips for customers to get the latest looks in fashion and valid information on improving their own wardrobe. The Virtual Closet Therapy, is a 2 hour styling session for $160 where a professional stylist will look in a customer’s closet either through a web-cam or in house and completely revamp it. Bella Dawn also offers online workshops and phone consultations with professional image consultants
InStyle, Redbook, Elle and Cosmopolitan as well as
to give customers fashion advice.
being a regular on television shows like Fox 5, Better TV, NBC and My9.
On top of selling consultations and personal
SDR
workshops, Bella Dawn also sells trendy items like
The reason for the company’s success has a lot to
clothing, accessories, handbags and beauty products
do with the one-on-one attention it is able to give
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to its customers even though it is online. Bella Dawn
Del Russo. “I would like to grow Bella Dawn to an
uses programs like Skye and Twitter to answer fashion
internationally recognized source for expert style tips
and style questions from their viewers in real time as
and must have celebrity items. We are also looking to
well as helping the clients reinvent their closet instantly
create a luxury niche for new designers and services.”
and within their budget. “As the owner, I also do daily fashion and style tip videos to show new items and
When it comes to choosing the partners that Del
how they can be incorporated into each person’s style,”
Russo decides to work with, she looks for ones with
says Del Russo. “Having the ability to speak to a huge
strong work ethic. She explains that the main aspects
audience on YouTube which is seemingly intimate at
she needs in a qualified partnership is how well they
the same time, has put Bella Dawn ahead of the virtual
reach their deadlines, whether or not they provide a
fashion world.”
quick turn around, and their amount of availability. “In the beginning it takes time to discover the right vendors and subcontractors,” says Del Russo. “We are constantly making changes and adjustments. When we find vendors that are a good fit we work with them on a regular basis.” As far as what the future holds, Del Russo sees only good things taken place due to the way a smaller business can work with the ever changing economy. “I always look towards the positive side,” says Del Russo. “And although the economy is currently suffering especially for corporate businesses, I feel being a younger business we have the opportunity to grow and
Their latest addition, the “tweet stylist” is a fashion
change with the new economy.”
stylist that is able to answer tough style questions within seconds through the popular social media site. On top of that there are new celebrity style pieces that are added on a weekly basis and a brand new book that was created, 101 Glam Girl Ways to an Ultra Chic Lifestyle. Del Russo hopes to start including more luxury products and clothing as the company continues to grow. Although marketing and public relations are Bella Dawn’s largest expenses, Del Russo knows they are a necessity for a successful business and continues to use them to grow internationally. She is working on having Bella Dawn’s virtual styling services being included in both European press and blogs. “We continue to grow each day, using new media,” says
37
S U P PL I ER D I VE R S ITY R E V IE W
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Jamie Koff:
Taking Charge of the Fabric Industry One Small Brand at a Time By Carissa Chesanek
Fabric To Finish, a New York City based consulting
else does what we do, we constantly have to prove
firm specializing in global fabric, was created in
ourselves to our clients, both current and potential
September 2006 by Jamie Koff, now CEO. She was
just to prove that our services are not just a “nice”
able to successfully build her company do to her
but also a “necessary.”
background and knowledge of the industry. Having been working full time as the Director of Fabric
Fabric To Finish is not a large company, but a close
and Wash Development for a global childrenswear
“knit” one. With one full time employee and multiple
licensing company, she was able to put her knowledge
freelancers, the company is able to reach well
and passion for good use. Today, Fabric To Finish is
above the client’s needs, while performing all tasks
properly located in the Garment District in New York
in house. Koff admits that the biggest expenses
City where she and her team successfully help the
the
small and independent designer market flourish.
supplying the staff and
freelancers to support the
Koff
founded
the
company
to
bring
product
company
faces
is
accounts, but a necessary
development and global sourcing management
expense
to
keep
the
to the smaller designer market; a place they can
company so successful.
go to expert advice specifically for them. For this
SDR
particular market, Koff explains that there really
However, that doesn’t mean there is not any room
isn’t much competition because Fabric To Finish is
for growth or opportunity. The future has no limits
the only company like this on the market. “Having
for Koff and her team and she is always on the prowl
no competition is a good thing and a bad thing
for someone special to work with. “We are always
for us,” Koff explains. “Essentially, since no one
looking for the next “it” designer to work with, and
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we find ourselves telling the outside world when asked
plummeting, but was able to stay afloat by not getting
who we work with that, ‘we work with a variety of brands
too caught up in the economy but remained focused
that you haven’t heard of yet!,’” she says. “Since our
on future achievements. She admits staying focused
niche is the independent designer market we always
was not always easy but it did pay off in the end. As
start off really small with our clients and then hope that
she watched the people around her loosing their jobs,
we can help them get through such a significant period
she was working hard at starting a new business, and
of growth with them that we will be part of their story
inevitably was able to sign on two major clients.
as they keep growing indefinitely.” She does believe that starting the business during the While
she
is
also
recession did have some advantages. Not only was
interested in expanded
finding a place to rent relatively easy, but she found that
internationally
she
factories and mills who normally charged a good deal
agrees that focusing
were able to take lower prices and lower quantities even
on
US
when they were known to take on only high minimum
essential
accounts. During that time these places were looking
serving
the
market
is
right
now.
Koff
believes that making a
for business, any business and Koff was smart enough to jump right on their vulnerability.
name for herself here is smart before “road
She believes that the reason they have done well during
tripping”
such a hard time was because Fabric To Finish helped
else
anywhere a
fill a void in the small designer brands and was able to
foundation
give them what they needed at a budget-friendly cost
is key for progress.
that got the job done. Thanks to a declining economy,
She is building her
Koff was able to provide smaller brands the tools they
strong
because
foundation here step by step and has her eye on another
needed to get known and grow.
new brand to work with: Prabal Gurung, who’s designs have been famously worn by First Lady, Michelle
Fabric To Finish works hard at managing their supply
Obama. Her thirst to get back into the Women’s Ready-
chain since it is essentially the “backbone” of the
to-Wear (RTW) market is driving her to take on some
business. Koff and her team keeps a close relationship
designers alike, which is understandable and most
with the particular vendors she works with to ensure
likely in her case doable.
that all the designers needs are always met properly. “What sets Fabric To Finish apart are the longstanding
Even in an economy where customers are still not
relationships with we have with our vendor matrix
necessarily buying outside their means and businesses
ranging from fabric mills to pattern and sample makers
are not quite making the cut, Koff believes things can get
to trim to garment production globally” she explains.
better if “people start to shift the way they do business.”
“We tend to use the same vendors depending on the
She knows this because Fabric To Finish has adapted
scope of the garment or fabric programs, but we also
to the way things are in the economy by reinterpreting
are continuously sourcing new opportunities that will
their product design development and production.
suit each of the needs or our brands so we can stay
The company was started right as the economy was
ahead of the game in general.”
39
S U P PL I ER D I VE R S ITY R E V IE W
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Chrys Ioannou:
Creative Mind, Skilled Crafter By Carissa Chesanek
While
dabbling in several creative work forces, a
invoicing,
contacts,
photography,
bookkeeping,
computer animator by trade at Bindernagel Ross
suppliers, research and not to mention packaging
New Media then later working in public relations at
and shipping all her items. However, working alone
Fleishman-Hillard, Chrys Ioannou decided jewelry
doesn’t seem to get the talented designer down.
was her calling. In 2003 she officially started her
She believes working by herself allows her to give
company in Toronto, Canada where she remains
the customers what a lot of other companies can’t:
the owner and designer of Syn Jewellery and Chrys
good old fashioned reliable customer service. “What
Designs Jewelry.
sets my company apart from my competitors is making customer service and customer satisfaction
The one woman show has a lot to handle on her own,
my number one priority,” says Ioannou. “I take
but she does so with poise and what seems to the eye,
great care of my customers and whenever there is a
such ease. On top of designing her jewelry she also
custom order that comes in, I make sure it’s perfect
performs all the required tasks for any business like
and approved by the customer before shipping it.” Currently she has two jewelry lines, but each one is for a different kind of customer. Chrys Design Jewelry can be found exclusively on the handmade arts and crafts site, Etsy.com and sold to individual customers all over the world. Both lines are created with the vintage style in mind with various findings and materials. However, most of her income comes from her wholesale business and other jewelry line, Syn Jewellery, which is exclusively for retail stores purchasing in bulk rather than individually. The difference between these two lines is that Syn does not carry semi-precious stones like Chrys Designs
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do. She plans to add even more semi-precious stones
can trust always seems to help keep the bill at a
along with gold plated jewelry in her collection at
minimum, allowing for a long lasting relationship.
Etsy.com, which to her amazement held quite well when introduced on a trial basis back in December.
Ioannou has a lot in store for future growth with her designs and her company. She plans on introducing
Even though her company is based in Toronto, it
very chic brass bangle bracelets that have vintage
can be accessed anywhere in the world thanks to
jeweled glass and pendants, perfect for the latest
the worldwide web. However, she does not just sell
fashion lover. She also plans on growing her
her items on her website and in Canada. Stores all
business to make a bigger name for herself down the
over including places like Scaredy Kat in New York,
road. “My future plans are to grow my Syn Jewellery
Fancy Tiger in Colorado and For Everything Geneolgy
wholesale business,” says Ioannou. “I want to have
in Australia currently carry her Syn Jewellery line.
this wholesale line in more stores in Canada and especially the USA and around the world.”
While her income mostly depends on the economy she is able to get a decent annual salary even with her largest expenses that consist of supplies and tools. She also has a good outlook on her business’s future even in a rocky economy. “I feel as though every time the economy takes a turn for the worse, which is where the economy is right now, it always bounces back,” she says. “Perhaps not as fast as we would like but as a business person, I have to accommodate the current economic situation and make small changes that will allow my company to continue to flourish such as always adding new products.” The economy hasn’t made it too hard for Ioannou to find the right materials to use for her collections, even though she is picky about the companies she uses. By taking her time and really getting to know her supply chain she is actually able to save money in the long run. She explains that the materials can be very costly especially when they are hypoallergenic with excellent quality, but finding suppliers that she
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