Owner/CEO's Name & Business's Name
Maxine Tatlonghari Vanity Girl Hollywood
Year Established
2008
Why is your business unique and what's your pitch?
Vanity Girl Hollywood™ was created with one simple mission in mind: to bring a little piece of Hollywood glamour to women throughout the United States and Canada. A little backstage moment before you hit the day running, if you will. We accomplish this by doing one thing (and doing it glamorously): creating lighted Hollywood-style vanities and mirrors. Just like the ones you see backstage at a runway show or on a high-fashion photo shoot.
Founded in 2008 by Maxine Tatlonghari, this hot new brand has already achieved great buzz including becoming a supplier for the 2010 Olympic Games, and coverage in cnbc.com.
What led you to start the business?
I raised millions of dollars for the American Cancer Society at the domestic and international levels before getting laid off after 11 years. At first I was upset, because I loved my career. But I always knew there was an entrepreneur in me who wanted something a little different. So, in February 2009 I launched Vanity Girl Hollywood to the public and we sold a vanity two days later. I was beyond excited. My mission is to bring a little piece of Hollywood glamour to women throughout the United States. And I love it. I've taken my knowledge of grassroots marketing, and applied it to this internet beauty venture. I've since learned how to blog, Twitter and use Facebook to create a buzz for our products and company. Obviously, I do a lot of my own PR and sales. We had a great first Christmas, and I get downright giddy when customers tell me, "I've been looking for a lighted vanity like this for so long." I get to put my love of marketing and glamour into my own business. I have to follow my instincts and passion everyday.
Lessons Learned
- Do what you love. Remember what moved you as a little girl (or boy) and do that
- Your best market research is to go "live" in the marketplace and see if someone will buy
- A GORGEOUS site is great, but a site that CONVERTS is more important. Don't get too hung up in the edgy aesthetic that you the general public doesn't understand what you do. This was an expensive first lesson.
- Use the internet. Pay-per-click and organic traffic work together hand-in-hand.
- Surround yourself with GREAT people, who are better/smarter than you in key areas
- Be nice. Relationships were key as a fundraiser, they still are.