Dreamers Into Doers -- marthastewart.com

Doer of the Week: Debbie Bertrand

What were you doing when you decided to create your own business?
I was working as a floral designer for a home interiors store. I also did freelance floral design.

When did you start your business?
We launched the Hip Hostess website in June 2008.

What inspired you to do this?
My daughter and cofounder, Andrea Rogers. She was newly married and looking for a “hip little apron” but couldn’t find anything that fit her sense of style. I knew what she had in mind and started sewing up a few aprons with the look she wanted. She loved them and the response from her friends was fantastic.

How did you turn your idea/dream into a business plan?
I first had to clear out the flurry of creative ideas in my head and learn to simplify. Andrea was the driving force behind this. We narrowed our ideas down to two clean, functional, and stylish designs.

We knew that the element of fashion would come from using chic, upscale fabrics. From there the possibilities were endless. Aprons are a timeless feminine tradition, and having the perspective of two generations has really been an advantage in offering designs that appeal to women of every age.

When did you know that you could really make a go of this?
When we completely sold out at our first local craft fair.

What was your start-up cost? How did you get the money and what did you use it for?
In the beginning I was doing all the sewing, so we had no labor cost. All the profit we made from doing local fairs and festivals went toward launching our website and building inventory.

What was the biggest obstacle?
Getting our name out there. Creating a loyal customer base and reaching out to new potential customers takes time; it doesn’t happen overnight and it’s an ongoing process. It’s been said many times before, but word of mouth is the best P.R. and it doesn’t cost a thing.

Did your friends and family support your dream?
Absolutely! My husband is a gem! He’s done more than his share of pitching tents, setting up tables and carrying countless bins of aprons at every show. He’s always there to give me tips and advice on the business front when I’m out of solutions. We are so thankful for the family and friends who held at-home apron parties helping us get the Hip Hostess off the ground.

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”?
Anyone in business is going to be faced with disappointment and rejection. I learned that fast. The key is to shake it off and move on.

How long did it take you to get everything off the ground?
Longer than I thought: Designing the patterns, choosing fabrics, locating suppliers, and finally launching the website took about six months.

How long did it take for your business to become profitable?
The first two years, all of our profit went back into the business. Our sales have increased each year and we are now seeing light at the end of the tunnel!

What's the hardest part of what you do?
Like most working women, it’s been balancing my home and personal life with the business. Allotting only a specific amount of time every day for business is a challenge that I’ll admit I’m still working on.

What's the most fun part of what you do?
Connecting with customers on a personal level has been a joy! It’s amazing how a simple e-mail inquiry or phone order turns into a friendly chat. Getting to know your customers and their needs and expectations is an essential part of being in business. I also love the thrill of the hunt! Searching for new fabrics, then sewing up the samples and seeing my vision turn into the finished product is a little bit of heaven for me.

Where do you work from?
The Hip Hostess is run from home, which has its perks and pitfalls.

Do you have employees?
Right now, Andrea and I are the only employees, which sometimes has us wondering, who’s the boss?

How have you been using social media to grow your business?
Networking with other women via Twitter and blogs has been an invaluable tool. Women entrepreneurs are incredibly supportive of one another and the connections we make both personally and professionally are priceless.

Do you have entrepreneurial role models? What’s so inspiring about them?
One of the women I admire most is the actress Meryl Streep. She’s had a lifetime of success, always challenging and reinventing herself at every point in her career. Plus, she always does this with style and grace. To me, she’s the epitome of a successful woman.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
As a dancer, Andrea has spent a great deal of her life in front of an audience. The confidence and determination she brought to the business is what got us started and keeps me going.

My grandmother taught me to sew and she was a stickler for detail. Creating something that’s cute or fashionable is one thing, but incorporating that attention to detail and quality into our products is the most gratifying and keeps customers coming back.

What's the best piece of business advice you ever received?
“When one door closes, another one opens.” This is so true. There is always a door of opportunity waiting to be opened, but that also means you may have to completely close some doors behind you.

If you had it to do over again, what, if anything, would you do differently?
I would have started sooner. It took a lot of convincing for Andrea to get me out of my comfort zone and move us into the business world.

What advice would you give to Dreamers who haven’t become Doers yet?
1. Surround yourself with supportive people who have skills or knowledge you don’t, and never hesitate to ask for their advice. Chances are they will be eager to share with you.

2. Be prepared to make mistakes, but make every mistake a lesson learned.

Is your "Dreamer" business your full-time job?
It is now!

Keep Up with Debbie and the Hip Hostess
Twitter: @TheHipHostess
TheHipHostess.com

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Comment by Barbara Doran on October 13, 2010 at 9:55am: Congrats Debbie, Doer of the Week is quite an honor. Your aprons are great & so cute!

Comment by Jill - Modern Cupcake on October 12, 2010 at 11:07pm: Congratulations on "Doer of the Week"! Quite an accomplishment! Cheers!!!

Comment by Bird's Party on October 11, 2010 at 11:29am: Debbie such a deserved feature!!
I've always loved your goods and it's great to know how you got there! :)

Congratulations!!
xoxo

Comment by deborah acquino on October 10, 2010 at 11:08pm: Congratulations!! Keep up the good work!!! Love your things!! I understand the hard work that it takes to become noticed!!! You two deserve this doer of the week!!!!

Comment by Terry Grahl on October 10, 2010 at 9:17pm: Congrats Michigander!! ox

Comment by Ann-Margaret Arnold on October 8, 2010 at 1:30pm: Congratulations! I enjoyed reading your story, and I can relate to a "mother/daughter" team. When I had my tea room open, my mom (and sweet grandmother) worked with me and helped to make it a success. Customers would sometimes tell me they didn't know if they could work with their mother :) ...I thought it was such a blessing to have that opportunity to work with mine! We made lots of wonderful memories! May you have much continued success and lots of fun moments together! :)

Comment by Rupa Wickrama on October 7, 2010 at 9:47pm: Congratulations to a fellow "Doer of the Week"

Comment by Lindsey Bricker on October 7, 2010 at 9:09am: Congrats! Your aprons are super cute!

Comment by Gaynor Marshall on October 7, 2010 at 6:36am: Congratulations! Love your products. :)

The Native American Bead Company

Comment by sewLOVED on October 6, 2010 at 5:56pm: awesome job! ::runs off to look through your goodies again::

Comment by Lisa G.~ Polka Dot Pound Cake on October 6, 2010 at 4:24pm: Wishing you continued sucess!

Comment by Courtney Dial on October 6, 2010 at 4:22pm: Congratulations!!!! :)

Comment by Catherine Dreher on October 6, 2010 at 4:10pm: I love those aprons! They would be perfect for soaping in. I always end up with colorant or oil on my clothes. :) Congratulations!

Comment by Debbie on October 6, 2010 at 3:37pm: So delighted, maybe a better word is ecstatic, about being featured today, it's such an honor. All your kinds words and sweet Congrats are so appreciated and really touch my heart. Thanks so very much!

Comment by Janet - Lola Pink Fabrics on October 6, 2010 at 2:33pm: Congratulations to you both!! Isn't it the best to be a mother/daughter team. Love chatting with you!!

Comment by peggy schafer vincent on October 6, 2010 at 2:23pm: Congrats! I love that you are working with your daughter and that she inspired You!

Comment by Twirlie Whirlies on October 6, 2010 at 2:15pm: Congratulations! Well deserved.

Comment by Debbie Maddy (Calico Carriage) on October 6, 2010 at 2:12pm: Congratulations. Love to see fellow sewers do well in business.
Debbie Maddy
Calico Carriage Quilt Designs

Comment by Nancy Vendrell on October 6, 2010 at 1:59pm: Beautiful Aprons! It's nice to see women stepping out and taking a chance on starting their own business. Good Luck Ladies!
Aloha,
Nancy Vendrell
Women's Travel Association