Entrepreneurial Moms Turn Silver into Gold

One of our biggest learning curves happened at the end of 2001 when Silpada’s growth in retail sales jumped from $1 million to $3 million. We didn’t offer online ordering at the time and there were two hour waits to get through to our two customer service representatives. We were taking home orders to process and helping fulfill orders. We quickly realized we had to put an infrastructure in place to support what we saw as some dramatic growth in the coming years. From that point, Silpada has taken a proactive business approach to stay ahead of the growth.

Q: How did you grow your base of sales reps and the home party concept? How did you get the word out?
A: Silpada grew through word-of-mouth marketing for the first nine years. In 1997 we were a basement-born company with only fourteen Silpada representatives, and now there are more than 19,000 representatives across the country.

In 2006, Silpada launched its first national branding campaign with national public relations and advertising efforts. Our branding efforts are geared toward creating greater awareness.

Q: How long did it take to get your product from idea to market (conception to product launch)?
A: We work about twelve months in advance of the launch of our summer and spring catalogs.

Q: How have you managed to juggle the roles of business owner and mom? What—if anything—falls by the wayside (laundry, work-out, travel, etc.)?
A: Our approach has always been to get it done instead of worrying about it. We prioritize our tasks and aren’t afraid to ask for help if necessary.

Q: What kind of support system do you have in place personally and professionally?
A: We have a wonderful support system in our families, each other, friends, representatives and dedicated employees who we can always count on.

Q: What is your company’s current financial picture and what are your projections?
A: In 1997, Silpada Designs was a basement-born business with only three employees. Today, there are about 300 employees. Silpada has experienced an average of one hundred percent growth each of its ten years in business and exceeded $190 million in retail sales in 2006. Silpada anticipates it will exceed $225 million in retail sales in 2007. To have achieved this level of sales with nearly 19,000 representatives is unprecedented in the party plan industry. Silpada is still small based on industry standards with huge growth potential.

Q: Do you think it was mostly word-of-mouth that facilitated such rapid growth those first ten years? How did you keep up with the growth—was it ever overwhelming and if so, how did you handle it?
A: During the first nine years in business, Silpada simply grew organically by word-of-mouth. From day one we have been focused on building a solid infrastructure, developing the highest quality jewelry and supporting our representatives and customers in the best way possible-and this continues to be our primary focus.

Silpada has always been committed to being the best at what it does, it strives to produce the best products possible and provide the best opportunities for its representatives. This underlying philosophy has fueled the phenomenal growth and laid a solid foundation for Silpada’s bright future.

Q: What has been your greatest success or “high point” in the process?
A: We are inspired on a daily basis when we hear emotional stories from Silpada representatives about how Silpada has changed their lives. It is our greatest success to share the Silpada business opportunity with other women and hear how it has impacted their lives. It gives us chills.

Q: What is your vision for moving forward?
A: Silpada is still a relatively small company, and we intend to keep growing.