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WOMEN IN BUSINESS
These four entrepreneurs had an idea and figured out how to turn their vision into reality. Meet this year’s mavens of the marketplace.
By Tori RichardsPublished: July 17, 2008
WIN PRIZES FROM OUR 4 BUSINESS MAVENS.
ENTER AT THE LINKS BELOW
JOEY JEAN CONTEST
MD MOMS CONTEST
TRUST YOUR JOURNEY CONTEST
LOVED UNCONDITIONALLY CONTEST
Some have been in business a couple of years, some only a few months. But each of these women saw an opportunity to fill a need in the marketplace, and in a short period of time, they’ve seen results. It may be too soon to tell whether they’ll turn their businesses into multi-million dollar operations, but we applaud their entrepreneurial spirit and vision, and we share their stories with you.
Joey Carlile
Company name: JoeyJean Inc.
The idea: water bottle accessory
Time in business: two years
Startup cost: $10,000
Web site: joeyjean.com
Like many great inventors, Joey Carlile came up with her product idea because it was something she needed. One night, she was on her usual walk through her Fountain Valley neighborhood with her husband when she became aggravated over carrying so many items – water bottle, cell phone, keys, money and identification cards.
“I fumbled with my items, and I told him, ‘When I turn 45, I will invent something that will solve this problem,’” she remembers.
Carlile went home and cut up an old weight belt, then started sewing a contraption that held everything she needed, with a simple strap that could be worn or carried. She called the handy device the Joey Jam Pack. She started using it and showing her friends. Pretty soon, people wanted one of their own. And in 2006, Carlile went into business – she was 45.
A stay-at-home mom with three teenage children, Carlile didn’t have much of a business background. But she was excited about her idea and had an inquisitive mind. She researched similar products online and didn’t find anything that opened up and wrapped around any size bottle or that converted into a little clutch purse like hers.
Once she had the basic idea down, Carlile expanded her line to include carrier pouches for pets and a small wallet for orthodontic retainers.
At first, she made the items at home, juggling caring for her children, husband and pets. As the business grew, it became more difficult to keep up with demand, and she outsourced the production to China. Printing and packaging are done locally.
Much to Carlile’s joy, her business has taken off. Initially, the Joey Jam Pack was only available online. But then Carlile made an appearance on QVC last month and was later interviewed by marketing guru Donny Deutsch on his CNBC show, “The Big Idea.”
He called the Jam Pack a “million-dollar idea.”
Since then, Princess Cruises, Nestlé Waters and Sparkletts have expressed interest in using the product in promotions.
And business has remained steady, despite the recession. Sales are now at 1,500. Online, her accessories and Jam Packs can be purchased at prices ranging from $3.95 to $19.95.
The best part of her business, Carlile says, is she gets to work at home.
Diane Truong
Company name: MD MOMS
The idea: skincare products for babies
Time in business: two years
Startup cost: $150,000
Web site: mdmoms.com
As a pediatrician, Diane Truong often is asked about baby skincare. And, as a mother, she knew there was a lack of quality products on the market to treat certain conditions.
“I found that there were really not any products out there that I felt confident in recommending,” says the mom of two boys, ages 10 and 14.
For example, a flaky head condition known as cradle cap has been commonly treated with adult dandruff shampoo. Regarding sunscreen, Truong liked the blocking power of zinc oxide, but nothing on the shelves seemed to be strong enough without creating a gooey mess. And she knew that common ingredients in baby products like lanolin and mineral oil can be irritants.
Truong talked to a friend she met in residency who was having the same issues, and the women decided to develop a line of luxury baby skincare products.
Funded with money from their savings, they launched the company with 10 personal-care product samples that they sent to a national boutique baby store, which promptly placed a large order. Merchants liked the innovative packing that included bottles with wide bottoms so they didn’t tip over and flip caps to open with one hand.
Today, Baby Silk products – which range in price from $6.50 for a three-pack of towlettes to $185 for an eight-piece gift pack – are sold online and in 300 stores nationwide, and also are shipped to seven international destinations. Locally, the products can be found in several boutique chain stores in Newport Beach, Mission Viejo, Tustin and Costa Mesa, as well as at St. Jude Medical Center in Fullerton.
Truong says the company is unique because it’s owned and operated by two pediatrician moms who create the quality baby skincare products.
The poor economy caused a slight drop in sales during the beginning of the year, but MD MOMS rebounded and has seen a 56 percent growth in the second quarter, compared to last year.
And it’s caught the attention of celebrity moms, such as Sheryl Crow, Jennifer Garner and Christina Aguilera.
However, the 42-year-old Huntington Beach resident is a success story on her own. She emigrated with her family from Vietnam as a child, leaving everything behind and working hard to meld into the American way of life. Today she volunteers at school-based clinics and enjoys ballroom dancing, traveling with her family and reading historical fiction.
As for life as a businesswoman, Truong admits, she’s had to learn a few things along the way.
“Being a doctor and trained with the concept of two-way, full-disclosure as part of any doctor-patient relationship, I certainly needed to change my approach going into business meetings,” she says. “It’s not always the wisest thing to wear your heart on your sleeve.”
Beth Brownlee
Company name: Trust Your Journey
The idea: organic apparel, accessories and jewelry
Time in business: seven months
Startup cost: $100,000
Web site: trustyourjourney.com
There’s an old saying: “What doesn’t kill you makes you stronger.” And no one exemplifies this more than Beth Brownlee, who survived breast cancer, endured depression and then was laid off from her job – all within four years.
Through it all, three words from a friend resonated: “Trust your journey.” The saying promised that Brownlee, 50, would hit bumps in the road but end up where she was meant to be.
Brownlee believed those words, and today she is the co-owner of a burgeoning company, aptly called Trust Your Journey. It’s a line of organic clothing and gift items, like biodegradable seed paper that can be planted to sprout flowers.
Sales of the flagship product – a T-shirt with Asian lettering that reads “peace, strength, courage, love and gratitude” – has increased in sales from 200 at the end of 2007 to more than triple that number. Online, the products range in prices from $20 to $110.
“This brand is about life and the challenges women face in their lives every day,” Brownlee says.
Each item of clothing – made from 100 percent organic cotton and silk screened with water-based ink – has hangtags that explain Brownlee’s journey and offer inspirational quotes, and a postcard to encourage sharing stories.
Brownlee spent the past decade working as a sales manager for Columbia sportswear. It was the perfect job for the diehard sports enthusiast, who loves to golf, fish, ski, hike and ride motorcycles.
But the Irvine resident faced the battle of her life when she was diagnosed with breast cancer, then suffered from depression. Through it all, she found the strength to comfort a friend, Ruth Nichols, whose husband died after a long illness. They found solace in those three words – “Trust your journey” – and were inspired to form a company to spread the message.
As an athlete, Brownlee was passionate about the environment and wanted a company that could offer an organic alternative to everyday items that normally require hazardous materials to produce.
At first, the line was available only online. Now, after just seven months, the clothing can be found in a few specialty shops and catalogs. And the pair will be featured on the cover of an upcoming issue of Breast Cancer Wellness magazine.
“It’s all about living life to the fullest,” Brownlee says.
Jan Thomas
Company name: Loved Unconditionally
The idea: jewelry with a message
Time in business: two months
Startup cost: $5,000
Web site: lovedunconditionally.com
Jan Thomas sees herself as living a “Mister Rogers” kind of life in Mission Viejo with her police-captain husband and two daughters, ages 5 and 9. But the stay-at-home mom also has a creative mind, and she gets restless unless she’s working on some type of creative project.
In May, she melded her parenting skills and love for her daughters into a business idea by launching a line of bracelets that carry an uplifting message for the wearer. The fashionable leather bands come in a variety of colors and have a pewter plate that contains the message “I Am Enough” or “Unconditionally Loved.” Coming soon is another message, “Blessed.” The bracelets sell online for $24.99.
The affirmation “I Am Enough” is one that Thomas, 45, shares daily with her daughters. She wants them to grow up with a healthy self-esteem, not crippled by self-doubt brought on by society. Thomas first heard those words from Oprah Winfrey, and she’s since heard them from financial guru Suze Orman.
“I just look around and see so many kids under pressure from other kids, schools and parents,” Thomas says. “It’s just got to stop. Doesn’t every daughter and woman need to be told, ‘I am enough’ as you are and not defined by accomplishments?”
Thomas wanted to find a way to carry the message, and the idea for a bracelet was born. Unlike other message bracelets, hers is meant as an affirmation to the wearer, not for others.
But getting the business off the ground wasn’t easy. Thomas wasn’t a businesswoman by profession, and she wasn’t sure exactly where to start. So she went to the swap meet and asked retailers for leads on jewelry makers. She found an Orange County manufacturer and began selling the bracelets online.
This year, she won the grand prize in the small-business contest “What Do You Have to Say?” sponsored by Hewlett Packard and Logoworks. She won a logo and Web site by Logoworks.
So far, her business is in its infancy, but Thomas believes the Web site will help boost sales. She also will be attending the nation’s largest gift show this summer in Atlanta. “I want this to grow at a rate where I feel comfortable,” Thomas says. “I want it to remain fun for me.” OCMB
Tori Richards is a freelance writer from Huntington Beach.
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WIN PRIZES FROM OUR 4 BUSINESS MAVENS. ENTER AT THE LINKS BELOW JOEY JEAN CONTEST MD MOMS CONTEST TRUST YOUR JOURNEY CONTEST LOVED UNCONDITIONALLY CONTEST Some have been in business a couple of years, some only a few months. But each of these women saw an opportunity to fill a need in the marketplace, and in a short period of time, they’ve seen results. It may be too soon to tell whether they’ll turn their businesses into multi-million dollar operations, but we applaud their entrepreneurial spirit and vision, and we share their stories with you. Joey CarlileCompany name: JoeyJean Inc.The idea: water bottle accessory Time in business: two years Startup cost: $10,000 Web site: joeyjean.com Like many great inventors, Joey Carlile came up with her product idea because it was something she needed. One night, she was on her usual walk through her Fountain Valley neighborhood with her husband when she became aggravated over carrying so many items – water bottle, cell phone, keys, money and identification cards. “I fumbled with my items, and I told him, ‘When I turn 45, I will invent something that will solve this problem,’” she remembers. Carlile went home and cut up an old weight belt, then started sewing a contraption that held everything she needed, with a simple strap that could be worn or carried. She called the handy device the Joey Jam Pack. She started using it and showing her friends. Pretty soon, people wanted one of their own. And in 2006, Carlile went into business – she was 45. A stay-at-home mom with three teenage children, Carlile didn’t have much of a business background. But she was excited about her idea and had an inquisitive mind. She researched similar products online and didn’t find anything that opened up and wrapped around any size bottle or that converted into a little clutch purse like hers. Once she had the basic idea down, Carlile expanded her line to include carrier pouches for pets and a small wallet for orthodontic retainers. At first, she made the items at home, juggling caring for her children, husband and pets. As the business grew, it became more difficult to keep up with demand, and she outsourced the production to China. Printing and packaging are done locally. Much to Carlile’s joy, her business has taken off. Initially, the Joey Jam Pack was only available online. But then Carlile made an appearance on QVC last month and was later interviewed by marketing guru Donny Deutsch on his CNBC show, “The Big Idea.” He called the Jam Pack a “million-dollar idea.” Since then, Princess Cruises, Nestlé Waters and Sparkletts have expressed interest in using the product in promotions. And business has remained steady, despite the recession. Sales are now at 1,500. Online, her accessories and Jam Packs can be purchased at prices ranging from $3.95 to $19.95. The best part of her business, Carlile says, is she gets to work at home. Diane TruongCompany name: MD MOMSThe idea: skincare products for babies Time in business: two years Startup cost: $150,000 Web site: mdmoms.com As a pediatrician, Diane Truong often is asked about baby skincare. And, as a mother, she knew there was a lack of quality products on the market to treat certain conditions. “I found that there were really not any products out there that I felt confident in recommending,” says the mom of two boys, ages 10 and 14. For example, a flaky head condition known as cradle cap has been commonly treated with adult dandruff shampoo. Regarding sunscreen, Truong liked the blocking power of zinc oxide, but nothing on the shelves seemed to be strong enough without creating a gooey mess. And she knew that common ingredients in baby products like lanolin and mineral oil can be irritants. Truong talked to a friend she met in residency who was having the same issues, and the women decided to develop a line of luxury baby skincare products. Funded with money from their savings, they launched the company with 10 personal-care product samples that they sent to a national boutique baby store, which promptly placed a large order. Merchants liked the innovative packing that included bottles with wide bottoms so they didn’t tip over and flip caps to open with one hand. Today, Baby Silk products – which range in price from $6.50 for a three-pack of towlettes to $185 for an eight-piece gift pack – are sold online and in 300 stores nationwide, and also are shipped to seven international destinations. Locally, the products can be found in several boutique chain stores in Newport Beach, Mission Viejo, Tustin and Costa Mesa, as well as at St. Jude Medical Center in Fullerton. Truong says the company is unique because it’s owned and operated by two pediatrician moms who create the quality baby skincare products. The poor economy caused a slight drop in sales during the beginning of the year, but MD MOMS rebounded and has seen a 56 percent growth in the second quarter, compared to last year. And it’s caught the attention of celebrity moms, such as Sheryl Crow, Jennifer Garner and Christina Aguilera. However, the 42-year-old Huntington Beach resident is a success story on her own. She emigrated with her family from Vietnam as a child, leaving everything behind and working hard to meld into the American way of life. Today she volunteers at school-based clinics and enjoys ballroom dancing, traveling with her family and reading historical fiction. As for life as a businesswoman, Truong admits, she’s had to learn a few things along the way. “Being a doctor and trained with the concept of two-way, full-disclosure as part of any doctor-patient relationship, I certainly needed to change my approach going into business meetings,” she says. “It’s not always the wisest thing to wear your heart on your sleeve.” Beth BrownleeCompany name: Trust Your JourneyThe idea: organic apparel, accessories and jewelry Time in business: seven months Startup cost: $100,000 Web site: trustyourjourney.com There’s an old saying: “What doesn’t kill you makes you stronger.” And no one exemplifies this more than Beth Brownlee, who survived breast cancer, endured depression and then was laid off from her job – all within four years. Through it all, three words from a friend resonated: “Trust your journey.” The saying promised that Brownlee, 50, would hit bumps in the road but end up where she was meant to be. Brownlee believed those words, and today she is the co-owner of a burgeoning company, aptly called Trust Your Journey. It’s a line of organic clothing and gift items, like biodegradable seed paper that can be planted to sprout flowers. Sales of the flagship product – a T-shirt with Asian lettering that reads “peace, strength, courage, love and gratitude” – has increased in sales from 200 at the end of 2007 to more than triple that number. Online, the products range in prices from $20 to $110. “This brand is about life and the challenges women face in their lives every day,” Brownlee says. Each item of clothing – made from 100 percent organic cotton and silk screened with water-based ink – has hangtags that explain Brownlee’s journey and offer inspirational quotes, and a postcard to encourage sharing stories. Brownlee spent the past decade working as a sales manager for Columbia sportswear. It was the perfect job for the diehard sports enthusiast, who loves to golf, fish, ski, hike and ride motorcycles. But the Irvine resident faced the battle of her life when she was diagnosed with breast cancer, then suffered from depression. Through it all, she found the strength to comfort a friend, Ruth Nichols, whose husband died after a long illness. They found solace in those three words – “Trust your journey” – and were inspired to form a company to spread the message. As an athlete, Brownlee was passionate about the environment and wanted a company that could offer an organic alternative to everyday items that normally require hazardous materials to produce. At first, the line was available only online. Now, after just seven months, the clothing can be found in a few specialty shops and catalogs. And the pair will be featured on the cover of an upcoming issue of Breast Cancer Wellness magazine. “It’s all about living life to the fullest,” Brownlee says. Jan ThomasCompany name: Loved UnconditionallyThe idea: jewelry with a message Time in business: two months Startup cost: $5,000 Web site: lovedunconditionally.com Jan Thomas sees herself as living a “Mister Rogers” kind of life in Mission Viejo with her police-captain husband and two daughters, ages 5 and 9. But the stay-at-home mom also has a creative mind, and she gets restless unless she’s working on some type of creative project. In May, she melded her parenting skills and love for her daughters into a business idea by launching a line of bracelets that carry an uplifting message for the wearer. The fashionable leather bands come in a variety of colors and have a pewter plate that contains the message “I Am Enough” or “Unconditionally Loved.” Coming soon is another message, “Blessed.” The bracelets sell online for $24.99. The affirmation “I Am Enough” is one that Thomas, 45, shares daily with her daughters. She wants them to grow up with a healthy self-esteem, not crippled by self-doubt brought on by society. Thomas first heard those words from Oprah Winfrey, and she’s since heard them from financial guru Suze Orman. “I just look around and see so many kids under pressure from other kids, schools and parents,” Thomas says. “It’s just got to stop. Doesn’t every daughter and woman need to be told, ‘I am enough’ as you are and not defined by accomplishments?” Thomas wanted to find a way to carry the message, and the idea for a bracelet was born. Unlike other message bracelets, hers is meant as an affirmation to the wearer, not for others. But getting the business off the ground wasn’t easy. Thomas wasn’t a businesswoman by profession, and she wasn’t sure exactly where to start. So she went to the swap meet and asked retailers for leads on jewelry makers. She found an Orange County manufacturer and began selling the bracelets online. This year, she won the grand prize in the small-business contest “What Do You Have to Say?” sponsored by Hewlett Packard and Logoworks. She won a logo and Web site by Logoworks. So far, her business is in its infancy, but Thomas believes the Web site will help boost sales. She also will be attending the nation’s largest gift show this summer in Atlanta. “I want this to grow at a rate where I feel comfortable,” Thomas says. “I want it to remain fun for me.” OCMB Tori Richards is a freelance writer from Huntington Beach. |
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