Winter 2010

Success with Clicks and Bricks By Melissa Kellogg

Booming Business near Beantown

While working in the high-tech industry during the dot com boom Jennifer DeMaria began dabbling in her passion of selling handbags. She enjoyed some small success and great preliminary feedback. Later when job stress and the desire to spend more time with a new baby hit home, she decided to move full-time into her side business.

Six years ago both her son and her business, Jenny Boston, were born. DeMaria started selling her products online as well as through house parties and festivals.

She grew the business slowly and by constantly listening to her customers.

It was her customers who began telling her they wished she had a store where they could visit and touch and try on the pieces DeMaria was selling.

Despite the recession, in May 2009, at her customers’ urging, DeMaria opened the doors of her first brick-and-mortar store in Westborough, MA, a suburban community west of Boston. “It was the best decision I’ve ever made,” says DeMaria “I was nervous but knew I needed to take the risk for my customers.” The risk has paid off; compared to the previous year’s $200,000 to $300,000 in sales this year is on track to show greater sales, a higher profit margin and more customers. “Every success for me has come as a result of risk,” says DeMaria.

She now sells a one-of-a-kind selection of jewelry, handbags, belts and jewelry for kids. Although having an online-only store meant less staff, less overhead and a less formal working environment, she says she would not change a thing. She loves the personal contact with her customers and being able to decorate the store. She and her staff spend ten hours each week changing the entire store layout to offer a whole new shopping experience each time a customer visits.

­DeMaria’s hard work has paid off and her retail store has been successful so far. Although it has required lots of hard work and a whole new challenge in balancing her career and family, she says she would like to open more stores. Her next goal, she says, is to have five stores in five years by the time she turns 40.

Melissa Kellogg

Kellogg is a freelance writer specializing in mountain home and living trends, marketing, real estate and business. She is based in Edwards, CO, and is a regular contributor to Mountain House & Home magazine. Her work has also been published in various newspapers and magazines, such as Beaver Creek Magazine and the Vail Daily.