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JENNIFER CHURCH

August 6, 2008 12:15 am

DESCRIBE YOUR BUSINESS: We design and make individualized, hand-crafted tote bags. We convey a unique shopping opportunity to customers by giving them a way to express their creativity. The majority of our business is conducted through "Tote Gatherings" where we bring the store to the customer's home or office. Another key sales venue is through the Web site, where customers can design online. Customers can choose from more than 1,000 fabric samples, trims, handles and accessories to design their own unique tote. We also sell in boutiques, online, wholesale, as fundraisers and occasionally at craft expos.

EDUCATION: High school graduate and some college

FAMILY: Husband, Mac; son, Martel; and dog, Maui

CAREER HISTORY: Eight years as a seamstress in a textile plant; 15 years in medical management. Been sewing for 35 years.

FIRST JOB: At age 16, I worked at William Pretty's & Sons textile plant in Ipswich, England.

WORST JOB: At a fish-and-chip shop in England. Too many burns from the deep fryer.

WHERE DID YOU GROW UP? In one of England's oldest towns, Ipswich, Suffolk, England.

HOW DID YOU END UP OWNING YOUR OWN BUSINESS? About 4 years ago, I decided to make a tote bag from a pattern. As the popularity of fabric totes became evident, I decided to start selling them at craft shows. It wasn't long before I had to find a way for ladies to customize their own totes, as many would make special requests. Tote Gatherings became a forum for sales out of necessity.

WHAT DO YOU LIKE MOST ABOUT YOUR JOB NOW? Pleasing customers. I love delivery day to the hostess, when all the totes from her gathering are complete. I love to see the look of delight on customers' faces.

WHAT MOTIVATES YOU? Seeing women around town with one of my totes on their arm. It reminds me that this is a legitimate business and that my and my staff's work is appreciated.

WHAT IS THE KEY TO RUNNING A SUCCESSFUL BUSINESS? Lots of patience, creating a positive work environment and recruiting the best employees. You have to show your employees that you walk the talk: nothing you ask of them is something you would not or could not do yourself. You also need to be consistent in decision-making. Rushing the business is one of the biggest reasons for failure. Lastly, continuing to develop the product and culture.

WHAT'S THE BEST THING ABOUT THE BUSINESS CLIMATE HERE? The population increase to the area.

WHAT'S THE WORST? Since a lot of my business is traveling to Tote Gatherings, traffic congestion is often a problem.

WHO IS THE MOST INSPIRATIONAL BUSINESS LEADER YOU KNOW? WHY? My husband, Mac. Mac, who is my business partner, is a senior loan officer at Sterling Mortgage and does everything in his power to make his customers and Realtors happy. He works harder than anyone I know, and his work ethic and drive inspire me.

WHAT DO YOU DO FOR FUN? Travel to places I have never been before. Play with my puppy. We love to go to theme parks to ride the biggest, fastest roller coasters.

WHAT'S THE BEST BUSINESS LESSON YOU'VE LEARNED? You have to adapt to whatever changes arise in the market, but you have to remain in control of the direction of your business.

WHAT ADVICE WOULD YOU GIVE OTHERS TRYING TO START A BUSINESS? Join a business networking group. I belong to 6/3 networking, and we meet every Wednesday at Cannon Ridge Golf Club. I believe the members of my networking group have been the core of my success. Fellow members have given me lots of support, encouragement, advice and plenty of sales leads. Belonging to a core supportive group is the key to a successful future.

WHAT ARE YOUR CAREER GOALS? My plan is to open a production facility here in Fredericksburg--to offer something American made. My goal is to bring sewing home and offer job opportunities for women who are skilled at sewing. Eventually, I want to go worldwide with my tote sales.

ON THE NET: EverSewEnglish.com

--As told to Pamela Gould