Small Business Spotlight: It Runs in the Family

What inspired you to start your own line of children’s clothing?

My grandmother was a seamstress [in Peru] and made dresses for little girls; she then opened a store to sell her dresses and make them available to a larger market. Years later, my dad and my aunt opened a store in Peru where they sold a variety of things: dresses, cloth diapers, blankets, bibs and children’s shoes – it was basically a children’s boutique. In 1984, my parents sold their share of the store and left it in the hands of my aunt and uncle. Through their hard work and determination, the small boutique flourished into a manufacturing enterprise.  There was high demand for their products, and soon they began the business of exporting to the US under different brands, which can be found in stores such as Bloomingdales, Neiman Marcus, Nordstrom, Saks Fifth Avenue, and various other private labels. 

When I had my son Jason in 2008 and my daughter Juliana in 2011, I often felt torn between working full-time and the desire to spend more time with my children. I enjoyed working, I enjoyed putting my years of education and knowledge to work.  Yet that constant pull between being a mom and a working professional was a struggle, and I wanted more time with my children.  In 2012, when I lost my job, I had to make a choice – I either get another job or I dedicate my time to my children.  I called my aunt in Peru and asked for her advice and guidance; I had her full support and we began brainstorming about the possibilities. 

I wanted to be prepared and have a better understanding of what would come in the months/years ahead.  I heard about a course at Hofstra University, the Entrepreneur Assistance Program (EAP), and that gave me the foundation to put a business plan together.   In January of 2013, I was able to travel to Peru and discuss the details of the line with my aunt and work on the other logistics.

What goes into finding the right retailer for your product?

The products are exquisitely made with high quality cotton, Pima, therefore it is something that I have to tread through carefully.  The boutiques I’m targeting carry unique, trendy, cozy clothing for babies/children, as well as some trendy boutiques that have a variety of gifts for all occasions.  I want my products to be available to a larger audience; I’m keeping my prices comfortable and reasonable so that anyone can own some Jason & Juliana pieces.

What have you found works so far in terms of marketing your line?

I’m finding that I need to have a marketing budget in place.  My marketing at the moment consists of my network of friends, family, past colleagues and referrals. I’m trying to meet as any people as possible to talk about my line, to show them the products, and let them feel what Pima cotton is.  My next steps will be to attend networking meetings, small trade shows, and events that cater to babies and moms. 

What’s been your best step so far in developing your business?

The EAP course at Hofstra and the research necessary for that course gave me a clear idea of the components of starting a business. It sets the foundation of your journey and helps you see the path ahead.  You have a choice to make; either take one road where you decide that you’re moving forward with your business plan, or you take the other road back. There are several pieces to owning and running your own business! Right now, I’m the bookkeeper, the marketer, the salesperson, the publicist, the web designer. . . I have to do it all. It is time-consuming but it’s also rewarding: because it’s a project I’m working on for me and my family.  I also feel a sense of pride because it’s in my family, my family believes in me, and they are guiding and supporting me. 

Has anything been unexpected so far?

The term WAHM (work-at-home-mom) is an understatement.  The kids are home with me every day and I love it.  However, I have to carve out at least one hour each day to make calls or take calls, because everyone else is working a 9-5 kind of job. On most days I’ll put them to bed, and that’s when I organize myself and do all my bookkeeping, social networking, and research.
I am juggling things now more than ever; I want to be a mom who is present, I want to enjoy the kids and the moments I have with them.  Their needs come first and the reason this whole business started is for them. I am thankful that I have my mom close to me, and she’s able to help me with Jason & Juliana.

Is there a particular tactic on Facebook that you would recommend to other businesses?

I reached out to my friends for input, guidance, questions, suggestions, and to see if anyone had babies of a certain age that I could use as models.  By tagging them on Facebook and showcasing those babies, I was able to have more exposure, because friends shared it with their friends.  I started using professional pictures of babies in the clothing and I’ve received more comments, likes, and shares.

What would your advice be for someone who wants to start or run their own business?

It definitely is time-consuming. Use your resources, reach out to people in the industry,  someone who can give you a different perspective.  Be aware of your strengths and your weaknesses.  I am not alone in this; I have been fortunate enough to be surrounded by wonderful people who keep me going:  my friend Monica Miranda who proofreads my web content and all text, my cousin Brian Echeverri who is a talented Graphic Designer and has done all of the Jason & Juliana graphics, Melissa Lennon who always thinks of me and promotes my line,  Colleen DeNoto who has taken wonderful pictures, the instructors and director at Hofstra’s EAP, Mitch Tobol, Deb Miraglia and Judith Tyne, and last but not least, my amazing husband Jason Miletic, whom I turn to every day that goes by. As you can see, I truly am surrounded by the most supportive and amazing people.

You can view the complete Jason and Juliana collection at www.jasonandjuliana.com. You can also follow Jason and Juliana on Facebook.