NICOLITA
Nicole Sainz (www.mynicolita.com) wanted to purchase a
pair of pants from a department store. When she found
out it was too expensive, she decided to make them instead.
As a result of this incident, Nicole discovered she had
a talent for designing. Soon she was making handbags and
apparel and selling them on USC campus. There was such
a strong demand for her products, in fact, that she was
convinced it would be a feasible idea to turn it into
a full-time venture. She created NICOLITA, a high-end
swimsuit business created around a fictional character
that goes on romantic escapades. Four years after its
inception, Nicole’s company reached $150,000 in
sales. However, Nicole’s path as an entrepreneur
was not always smooth. In the early days of the business,
she unknowingly worked with contractors that delivered
inferior products. However, she did not let this deter
her from her path. She persisted and eventually obtained
a business deal with a West Coast buyer from Nordstrom,
which greatly increased her distribution. In the next
five years, Nicole hopes to tap into the global market
and establish a boutique especially for Nicolita.
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BATHQOL
Wendi
Williams-Stern (www.bathqol.com) was an R&B singer
in the 1990s. When her entertainment career slowed down,
she redirected her energy to starting a business. She
created BAT(H)QOL, which means "heavenly voice,"
and began designing handbags. After enjoying a great deal
of success, she diversified her product line to include
T-shirts. Wendi’s business became profitable due
to her celebrity connection, which enabled her to sell
her products to the Hollywood circle. As a result, Bat(h)qol
products are often publicized in major fashion magazines.
Wendi also receives support from her husband, who is in
charge of marketing for Bat(h)qol. The couple is currently
working together to create entirely new T-shirt and handbag
lines for the upcoming season.
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In
Secrets of Success, Bonni Montevecchi (866-672-6664) of The
Celebration Station gives tips on how to increase profitability
by being creative.
The studio guest is Nora Lee (www.themomfactor.com), author
of The Mom Factor. She talks about the importance of marketing
to mothers, who have the most purchasing power in the family.
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