SUPPLIER DIVERSITY REVIEW_SUMMER 2011

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Inside this edition: Interview with fou under of

RAW INDULGENC CE 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

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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

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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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

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photo: Kevin Friend

SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

a nd nd and

enacting

procedures

Outco Outcomes string stringent rooted

in

identifying re rresources esour u ce es possessing tale talents vetted succession planning. ng. Hill (2005) found

in ope pe era rati ti s, fi tions fina ance, strategy, w an operations, nance, while

that successors will often have different motives

also having g person on nal a ity an nd discernment. The personality and

when entering their new position and this al alone lon one e

fund fu ndamentall tena nd ntts dr driv ivin iv ng Fi F rms in corpo fundamental tenants driving Firms corporate

will influence their overall rall strateg strategic eg gic o outlook. utlook.

Am mer e ic ica ar a re e th tthe he e sa ame e, and can be e a pplied in America are same, applied

Of course, succession planning more lanning g iis s mo ore e tthan h n ha

any in ndust stry ry; Fi ry Firm ms w antt tto o wi win, n, and w i it all. in industry; Firms want win

anointing the next CEO. It’s ’s also m more ore tthan han filling

Failu ure to prope perlly pl pe lan an,, and strate te all tegica te lly g Failure properly plan, strategically grow

all your C-level positions and ena enacting act ctin i g a re regu regular gular gu

unde d rm de mine the e “w “wi in” ob bje jectiv ve. e undermine “win” objective.

ng program. IIn n li igh g t off senior management training light

Over Ov erall, the s er izze off tthe he F irm, m, iits ts s s tructure and Overall, size Firm, structure

the current economic downturn, wnturn, it’s impe imperative era rati tive e

culture willl often en d rriive selection criteria for drive

for companies to focus on sustainabi sustainability, iliity, ty an and d

succession on n plann nin ng, but there is no one size planning,

growth, especially small to o mid-sized c companies. ompan nie ies.

fits all lll s uccessio on p lan, and each plan need succession plan, needs to be e s calable. Hi Hir ring ng only the best and brigh scalable.

Hiring brightest

s found tthat hat in ha nside Although earlier studies inside

employees, w em hile h hi aving subpar managem while having management,

successors were usually associated w with ith it h fe fewer ewer

d efinitely w illl no il ot catapult an organization to defi will not

organizational changes (Helmich a and Brown nd B row own ow

b be e the m market arket le lleader. eader.

1972) and less strategic change ange (Wiersem (Wiersema ma 19 1992 1992), 92), 92 ),

su ucc cces ession cri es riite teria on the future potential of y succession criteria your

the landscape of business ess is ever-changing, ever-ch han a gi gin ng,

empl em ploy pl o ees oy ee es v ve ersus their current competen employees versus competencies

especially for entrepreneurs. eurs. Each smalll tto o

does do es n not ott ensure success.

Similarly, basing y your

wner looks through an medium sized business owner entirely different professional lens.

This tier onal le ens. T his ti ierr off

U Ultimately, ltiima m tely y, ther there ere mu er must ust be e a defined strategy for

business requires not only nly the he e m most ost ef e effi fici fi cient, ci t,,

op peratio er ons, s er pec cifi i c rroles oles s and responsibilit operations, specifi responsibilities,

and economical best practice solutions, but ractice ce c e s olut ol utio ut ons s, bu ut

a nd in inte tegr te gra gr ated e a ppro pp roac ro ach ac hes to o facilitate fair and and integrated approaches

also the most effective, and solutions. nd profitable solu uti tion ns..

co onsisten nt c ompe etiition, me etrics assessing and consistent competition, metrics

ive, Ultimately, for each Firm to compete and thri thrive,

rewa re rdin din ng ex xce ceptiional p erformance. Teamw rewarding exceptional performance.

Teamwork

the formula for success must ust come from out outside tsid de

iis s

of the Fortune 1000 business siness as usual box.

on motivating existing personnel, provid providing

Creasy et al, 2004 suggestt using characteristics

opportunities for job shadowing shadowing, mento 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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k ey key

and d

ma anagem an ment management

must

also

fo focus

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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

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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 insideout

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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

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

Power of

Group

is

a

leading

plugin

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

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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

s, we must economic volatility has presented challenges,

and then providing logical advice to get the best results. The

nning tactics know when to adjust strategy and employ winning

digital magazine is very user friendly and Nicole tries not

ous for agile in the marketplace. The opportunity is tremendous

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

started

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

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

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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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 create TINte Cosmetics.

I n a world of beauty, Stacy Reid has made her mark.

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.

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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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

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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

company

faces

is

freelancers to support the Koff

founded

the

company

to

bring

product

accounts, but a necessary

development and global sourcing management

expense

to the smaller designer market; a place they can

company so successful.

to

keep

the

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.”

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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y 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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SU UP P PL P L IIE ER R D DIV I VE E R S ITY IT Y R E V IE W

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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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