Karen Alweil's Innovative Marketing

Karen Alweil: I think that if you don’t have a self-contained display within your products, you need to really look at what you’re doing. Zorianna Kit: Hi, and welcome to Dog and Pony. I’m Zorianna Kit. In the sit of retail reputation, Karen Alweil, owner of Karen Alweil Studio, delivers a variety of distinctive products to the high-end market place. Karen, welcome. Tell me about your business. Karen Alweil: Karen Alweil Studio is a wholesale organization that represents about 30 to 40 different manufactures in the high-end market. Stores across the country in both retail and online and mail order and web based. Zorianna Kit: What’s your main source of income? Karen Alweil: Because we represent a variety of different products that changes from to time, but our business, in general, is always a forth quarter business, so it means that it depends very much on Christmas and Hanukah and always the holiday time. Zorianna Kit: So, what are some of the goods then that sell? Karen Alweil: We represent children’s products. We have music, candles, art, furniture, my concept is really to have a group of lifestyle brand so that that they all really tell a story together. And, because of that, we may sell huge portion of what we represent to one kind of store, like a Red Seagull or something of that nature. Zorianna Kit: So, are you more like a rep for these products that you choose? Karen Alweil: Exactly. Zorianna Kit: So then, you must have a great rolodex of contacts of retailers then, correct? Karen Alweil: I would like to think so, yeah. Zorianna Kit: And how did you acquire this contact list? Karen Alweil: After representing hundreds of brands, it has developed into a very nice list of people. Zorianna Kit: How did you become an authority in what you do? Karen Alweil: When I was young, I started a t-shirt company, and it grew to be a successful company, so we knew – I knew buyers across the country that way. And then, I ended up starting to work for the person who is one of my reps. So, I got to know the business form both sides. So, I sort of took it to a different level. We really are very responsible for sort of how product is represented and seen through the eyes of a buyer across the country as opposed to just in a regional way. Zorianna Kit: And how do you choose who you want to represent? Karen Alweil: It has to have all the right elements in it for us to be able to choose a product. Zorianna Kit: Are there any products that you’re responsible for launching into the national market place that you’re really proud of? Karen Alweil: It’s a company that I currently represent, and it’s called Blah-Blah. Zorianna Kit: Blah-Blah, what is that? Karen Alweil: It is a very really sweet and beautiful line of children’s choice, stuffed animals, clothing, accessories, it’s a beautiful line of all handmade things from Peru. Zorianna Kit: So how many products do you offer at the moment? Karen Alweil: My list is about 27 manufactures. Zorianna Kit: When you decide to not represent something anymore, is it because the launch was successful, and they’re sort of self-sufficient? Karen Alweil: For the most part, I’d say that we may find that something just didn’t worked. The market has changed a lot in the world and I think that if you don’t have a self-contained display within your product, you need to really look at what you’re doing, because it comes out of the box and goes straight on the shelf. Zorianna Kit: Now, how do you then make money? You take a percentage of their sales? Karen Alweil: The way that we make money is based on commission. Zorianna Kit: How do you find this artist? Karen Alweil: A lot of store owners refer people to me, a lot of other manufactures refer people to me. Once you’ve been in business for a while, and you’re established, people know who you are. We also exhibited trade shows. Zorianna Kit: Is there an ultimate get in terms of a store to be in? Karen Alweil: We can accomplish that because those people visit us and we know them, but that isn’t actually how we make money. We make money by selling it to the stores. Zorianna Kit: How do you bit the competition? What’s your pitch to the client? Karen Alweil: I think that, you know, part of what our specialty is, is being able to have beautiful merchandise and shown in really beautiful way, and having a lot of continuity. In addition to that, we have very, very solid, great relationships with our customers. And so, I think that if someone is with us, they know that all the right and best stores will see the product. Zorianna Kit: We’re going to play a game now called None of your Business. So I’m going to ask you series of questions, and you can either answer them or you can tell me that it’s none of my business. Karen Alweil: Okay. Zorianna Kit: What’s the most challenging thing about starting your business? Karen Alweil: Business capital. Zorianna Kit: And so how did you overcome that? Karen Alweil: You just do what you have to do, however you’ll have to do. Zorianna Kit: So, what does that mean for you, maxing out your credit cards, working out your home away? Karen Alweil: All of the above. Anything, it’s going to require doing, learning the best ways to do what you have to do to be able to get to the next level. Zorianna Kit: What color is you’re eye Mac? Karen Alweil: None of your business. Zorianna Kit: Oh, I bet it’s black. What products have you launched that you most regret? Karen Alweil: Why would I regret launching something? Zorianna Kit: I don’t know, maybe it was something that was just so like such the wrong move that you’d like to erase it? Karen Alweil: I’m going to have to none of your business on that one. Zorianna Kit: Oh, that’s two for two. Who is your personal hero? Karen Alweil: My mom. She’s just been an incredible role model. Zorianna Kit: Thanks for playing None of your Business. Karen Alweil, owner of Karen Alweil Studio. Thank you so much for joining us today. If you have questions, comments or ideas for guest, please email us at info@dogandpony.com. I’m Zorianna Kit. Thanks for watching.