Pursuing a passion for fashion

first_imgBUSINESS NAME: Jeneration P.R. BUSINESS ADDRESS: 5452 Sadring Ave., Woodland Hills PHONE: (818) 501-1205 WEB SITE: www.jenerationpr.com OWNER: Jennifer Zankan ESTABLISHED: 2005 NUMBER OF EMPLOYEES: One full-time, plus freelancers DESCRIBE YOUR BUSINESS: Jeneration P.R. is a full-service boutique marketing and public-relations firm for brands in the fashion, beauty and lifestyle industries. We work mostly with small- and medium-size businesses and provide them with a comprehensive strategy to increase awareness for their products and brand and to properly position their brand in the market. IS THIS YOUR FIRST BUSINESS? Yes. I was a lawyer practicing civil litigation for more than three years. WHY DID YOU START THIS BUSINESS? I’m very creative, and I’ve always had an interest in the beauty and fashion industries, so I knew law wasn’t for me. I saw an opportunity to follow my passion for trends and fashion and help businesses realize their potential by giving them sound marketing advice to help increase awareness for their brands. WHERE DID YOU GET THE IDEA? I was trying to replace a bottle of perfume I’d bought in Europe but couldn’t find anywhere in America. I located the company on the Web and found the line was based in California. So I e-mailed the creator and asked if I could help her promote her brand, unpaid. HOW LONG WAS IT FROM CONCEPT TO OPENING? Ten months. WHAT DID YOU DO DURING THAT TIME? I learned everything I could about public relations and the beauty and fashion industries. I did networking every day by attending as many events as I could, sharing my story, swapping business cards and following up with people. I would spend hours on the Internet trying to target several businesses as potential customers, and I would call magazines and TV shows and try to meet with editors, producers and wardrobe stylists who would help me secure placement for my clients. WHAT WERE YOUR STARTUP COSTS AND HOW DID YOU FINANCE THE BUSINESS? $4,100. $2,500 to hire a graphic artist to design a memorable logo and print it, and $1,600 for a laptop computer. I financed it through selling my town house in Santa Monica around the same time. WHO DID YOU RELY ON FOR ADVICE? I had a friend with several years experience in P.R. who allowed me to work with her and learn the ropes. After several months of what was basically an apprenticeship, I was out on my own. WHAT HADN’T YOU CONSIDERED BEFORE OPENING? How quickly the business would grow, and what a struggle it would be to balance my time between doing the work required with time spent growing the business. WHAT IS YOUR EXPECTED REVENUE THIS YEAR? Too early to tell. WHAT GOALS DO YOU HAVE FOR THE COMPANY? To maintain the excellent level of service that my clients have come to expect, and to hire a few exceptional people who can help me grow the business to keep up with the demand for our services. And also to get my clients on Oprah. To be considered for a small-business profile, you should have fewer than 10 employees and be locally based. For a free profile questionnaire, call (818) 713-3699. AD Quality Auto 360p 720p 1080p Top articles1/5READ MORESanta Anita opens winter meet Saturday with loaded card160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set!last_img

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