How/why did you begin your business?
The fabric of my company has been woven over several decades of my life. I started my retail career at the age of sixteen at Ann Taylor, which then was a fledgling new business. I never left the industry and used my skills and expertise to build several profitable companies – for others! Despite being successful, my heart longed for a business that would enable me to empower ‘other’ women. So I sat down and wrote another business plan, this time for me. The difference in creating this plan was the ability to be able to formulate it with my clients’ end result in mind. Those very first lessons that I learned watching the founders of Ann Taylor build a business based on customer service still guide my future plan – to serve my customers, and service them well!
What has been your biggest challenge and how did you overcome it?
My biggest challenge was defining my ideal client. Initially there was a tendency to think that everyone could be my client. Whereas my programs can certainly help any woman improve her confidence, I needed to focus on creating a sustainable, profitable business that had the ability to serve more women in different capacities. Overcoming that innate desire to serve ‘all’ took focus and creativity. I needed to properly message my marketing to attract the client that not only needed my services; but also could afford to make the changes necessary to accomplish the desired transformation. Through targeted marketing and networking I have been able to create a steady income stream that has allowed me to additionally create programs that benefit young women who are less fortunate. I started a pilot program for Youth Villages, a non-profit residential school that takes care of teens at risk. Here is a link to the newspaper write-up in regard to the program and its remarkable results. http://bit.ly/136vZBi
How do you define SUCCESS?
My personal definition of success is being able to take all of my creative ideas and past successes and morph them into a thriving business that makes not only my heart sing but also the spirits of my clients soar. This success satisfies my desire to be an engaged business owner with the ability to continue to grow, prosper and maintain a work life balance while simultaneously empowering other women to reach towards their dreams and goals.
If there was one thing you wish you knew before you began your business, what would that be?
I wish I had known in advance how rewarding the client transformations would be not only for them but for me as well. I knew I would be providing a service, but to empower women with lifelong transformational changes, to improve their self-esteem, eliminate negative self-talk and provide them with the tools so they can soar on their own – that is amazing!
What makes you an innovative woman?
There are many image consultants out there but I am doing something different rather than doing the same thing better. I have combined decades of expertise in helping women to be the best version of themselves and created a process whereby a woman can step into her own transformation wherever she is along the way. I teach women how to use style as a tool, to take strategic control of their image, and fully engage in the opportunities that this will bring them in the future.
To find out more about Doreen visit www.DoreenDove.com.