It takes a very determined business owner to keep their business growing at a time when so many have gone under and Sandy Keller is one such owner.
Sandy is the founder of Advantage Products Group LLC, which is the umbrella company over a series of 7 different online shops. From products for brides to baby clothes, it seems that she might soon have a shop for every niche on the web.
Tell us a little about your company, Advantage Products Group, and the different divisions.
Advantage Products Group owns several e-commerce sites, some of which are AdvantageBridal.com, OnCloud9.com, Flip-Flops.com and Custom-Crystals.com
AdvantageBridal.com was the first site created, and was launched in 1997. The online store has consistently increased in product offerings, with new items added daily. Today, there are over 30,000 products available, and many of them are exclusive to Advantage Bridal.
Over the years, the quality of wedding apparel available from our vendors took a dramatic turn for the worse, and we knew that we could do it better. We launched Custom-Crystals.com to meet the demand for quality bridal party tank tops and t-shirts.
What inspired you to create this business?
A desire to work with local brides while working from home and being with my young children. The business grew so quickly that I soon found it necessary to open my first bridal shop.
What separates you from the competition?
Due to our unique manufacturing process, we are able to produce customized apparel in a huge selection of garment colors and crystal colors, and produce them quickly. Also, the vast selection of product categories.
Do you have any plans for more product divisions in the future?
We will be offering our own line of personalized engraved items.
Did you have any previous experience that came in handy while you were starting your business?
Yes, several years in the retail industry, and many years of sewing experience.
What are some of the lessons your business has taught you?
That tomorrow is another day, and there will be plenty of work to do in the morning. Taking care of myself is important so that I remain healthy enough to give my business the attention it demands.
Have you always been entrepreneurial?
Yes, when I was young I played “store” with my siblings, did lemonade and Kool-Aid stands, and was a star seller for school fundraisers.
At the end of the day, what helps you to balance your time between your business and your life?
The greatest help I’ve received is from my husband taking care of our home, so that I can focus on the business when necessary; fantastic employees dedicated to serving our customers in a friendly, timely manner, including my three children,all of whom work with us at the office to contribute to a smooth-running operation.
What advice would you like to offer fellow entrepreneurs that are just getting started?
Be prepared to give it your all, work long hours and sacrifice vacations and relaxation time until the business becomes successful.
