Entrepreneur’s Niche Is Good News For Brides
After discovering how expensive specialty wedding merchandise can be — products such as bridesmaids’ jewelry, garters, ring pillows and personalized cake servers — Howard Fox created a Web site devoted solely to the small items that make a wedding day unique for the bride and groom.
“I was looking for another business and I happened to buy some wedding accessories,” he says. “I never thought I’d be selling garters. I’m a guy. But I’ve learned to sell garters and I’m now an expert on bridesmaids’ jewelry.”
Besides SensibleWeddings.com, his first Internet retail venture, Fox also operates AllClassWeddings.com for customers seeking more upscale wedding items, and SensibleParties.com to help people throw a great party without emptying their bank account, according to Fox.
A data analyst for the city of New York with an MBA from Baruch College in Manhattan, Fox began moonlighting in e-commerce in 2000.
His original wedding accessories site now pulls in “six figures” in annual sales, he says, declining to be more specific.
The most important aspect of running an e-commerce Web site, according to Fox, is getting consumers to visit it. And the best way to do that is to make certain the popular search engines such as Google and Yahoo direct Web traffic to the site.
“It’s all about the search engines,” he notes.
Photo by Chewy Chua.
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