Young girls like dolls, which is no surprise to most parents. The American Girl doll series is one of the more popular choices among them. Each doll has its own story, set of clothing, and shares a valuable lesson for every child that’ll listen. What they don’t have is affordable accessories.
Lisa-Marie Cabrelli found herself in a search of her own, for some off-brand products that would work with her daughter’s own American Girl doll. When she came up empty, she remedied the situtation herself by creating Emily Rose. She sells clothing and accessories for 18″ dolls.
That was 2 1/2 years ago and Emily Rose has continued to see extremely positive growth. As the economy has gone down hill, Lisa-Marie decided to take her business into a new area: direct sales. Emily Rose @ Home officially launched yesterday, July 14th.
Tell us a little about Emily Rose Doll Clothes.
In 2006 I decided that I was done with the Corporate world. I missed my daughter and at 8 years old I knew she was getting to the time in her life when she would need me the most. I wanted to take Emily out of after-school care and be there when she got off of the school bus. I wanted to stop the crazy business travel schedule. I wanted to do something more meaningful. I was tired of so much stress with so little reward for the soul.
I started Emily Rose 2 and a half years ago. Emily Rose sells clothing and furniture for the 18 inch dolls (like the American Girl dolls). Since the day that Emily Rose opened for business in November of 2006, the company has experienced consistent dramatic growth. In 2008 our annual revenue more than doubled the 2007 revenues. During the 4 week Holiday period of Holiday Shopping in 2008, Emily Rose had more than 60,000 unique visitors to our website. Even in the midst of this unsettling economy Emily Rose saw January 2009 revenues grow over 100% compared to January 2008.
What is The Emily Rose @ Home business opportunity?
The Emily Rose @ Home business opportunity is a unique home party business for Mom and Daughter entrepreneurs. @Home business owners recruit hostesses to hold Mother/Daughter, Aunt/Niece, Grandmother/Grandaughter, etc… parties in their homes. The hostess earns free gifts and rewards and the @Home business owner makes a profit on every item she sells.
What are your requirements?
There are 3 Starter Packs available at 3 different pricing levels starting at just $99. Starter Packs include a business builder training manual, catalogs, brochures, product samples and more.
What separates you from the competition?
As far as we know there is no other home party business providing our products. We are distinct from the competition in that we provide a business that young girsl can participate in as well. Emily Rose @ Home is a tremendous opportunity for girls to learn about business while gaining experience in owning their own business with products that they love and believe in. What more could you ask for to light the entreprenurial spark? @Home is also different from other party businesses in that we provide a strong support network. @Home owners become a part of an exclusive community with access to support services such as a private forum, teleseminars and more.
Besides your new business opportunity, how has your business changes since it launched in November of 2006?
The major change for us was moving our fulfillment services in to a warehouse. We were really afraid to lose that personal touch that we gave when managing and supervising the packaging and shipping in our own offices. We have learned that through great Partnerships you can improve the company which we have done. The personal touch is still there through our customer support services but the packing and shipping is cared for by real experts who make fewer mistakes and really care about all the things we do. They listen when I tell them we want the tissue paper folded just so.
Did you ever imagine you would be in the doll clothing business?
I always knew that I wanted to have my own business. I fell in love with the American Girl products at the same time as my daughter but was dismayed by the prices and lack of alternatives. Once I completed some marketing and internet research and discovered that there was definitely a place for us in the market I knew that this was the product for us.
What are some of the lessons your business has taught you? What have you learned as you’ve gotten your biz op ready for launch?
My business has taught me that persistence is the key to success. You can not get discouraged by falling down – you just have to get back on your feet and keep going. Never, ever give up.
What goals do you hope to accomplish over the next year? Any long term goals you’d like to add?
My major priority at this time is to make the very first @Home business owners successful. I feel very responsible for the success of each and every one of the Moms and girls that join the @Home party network. If I can help in the creation of only 30 successful businesses during the next year I will be thrilled.
What advice do you have for someone that is looking to expand their business into a direct sales opportunity like you have?
Create your opportunity with the success of the participants in mind first and foremost. The more you give, the more you get. Any success of the participants will roll down to your company eventually but you should be focused on the people you are going to help by creating the opportunity. Focusing only on your own bottom line will lead you astray and the opportunity will not be good for others.