Although Jewell had passion and believed in her product, she really had no idea if DripKnots would be successful. But any doubts were erased when she attended a home and gift show in Atlanta. Out of the 5 other “mom-preneurs” she attended with, she sold the most product.
“There would be maybe 20 or 30 people around me, and I would always ask about the business side.” But it is Jewell’s drive and personal enthusiasm that is driving her business. For example, on her own Jewell has taken DripKnots and HairKnots to over 300 stores. She’s networked with other “mom-preneurs” online. Those efforts have opened up doors for Jewell and her business. Through a friend she was able to find an agent that could set her company up with a reputable gift distribution company. She crafted an agreement with the distribution company and awarded it licensing rights to manufacture, promote, and sell the product. Given her desire to be a decision-making powerhouse, Jewell retained creative control and rights to the patent. She earns royalties from the sale of her products. “Licensing was the way to relieve that pressure, to work with an experienced team to take DripKnots to the next level,” Jewell said. “So I’m very much an owner and very much involved.” Licensing also allows her to not only work in her business, but to work on her business. Although the current focus remains on DripKnots, there are new products in Lovely Dorothy’s future. Jewell is exploring personalizing the DripKnots with embroidered social expressions and custom orders. This feature will create easier personalized gift giving. As a mother of three young children, Jewell is realistic about her role as an entrepreneur. She encourages other women interested in going into business to be prepared for sleepless nights. They also, she said, have to include their family. “When you start a business you have to make sure you are on the same page as your family members; significant other and children too,” she said. The first year of Lovely Dorothy meant long hours of hard work for Jewell. When the opportunity to shift some of the work to a licensee came about, Jewell also embraced another tenet of business; being flexible. Licensing the product was liberating, she said. “My primary job is as a Mom, Jewell was born and so you know your business plan just changes, raised in Idaho and graduated and it has to be able to move and flow with from Borah High School. After you,” Jewell said. traveling the world, she and her husband, Jefferson Jewell, also a Boise native, With modeling success early in her life, the decided to settle down and stay in Boise. launch of DripKnots, and the licensing of her product, don’t think of Toni Jewell as For more information about DripKnots visit just another pretty face. www.lovelydorothy.com www.idahowomensjournal.com
June 2012
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