Startup Stories: iDefyneMe

Taking the BIG Leap - from Mega Corporate Perks to the Entrepreneurial Journey

Tell us about your entrepreneurial product or service.
iDefyneMe products are designed to provide individuals, families and ultimately communities with the opportunity to integrate more affirmation and inspiration into their day-to-day lives.

We leverage products that consumers regularly purchase and integrate fun, light and inspiring affirmations into them. Our goal is to become a one-stop shop for all things affirmation and inspiration.

We recently launched with clothing and jewelry and intend to add dinnerware, home furnishing and technology accessories in 2014 and 2015.

What inspired you to launch your business idea?
My son was born in late 2009 and his birth fueled an already burning desire to find my life’s calling and do more meaningful work that could help him and others with self-confidence and self-evolution.

In the past 10 -15 years, the media has been pummeling us with messages and images that essentially consistently communicate to everyone that “we are not enough as we are.”

So I wanted to provide a way to counteract that messaging that was practical, fun and inspiring for any and everyone working to embrace who they are as individuals.

I was working as a Senior Human Resources executive for a large media & entertainment company and just could not find the time to expand on my initial idea (which started with t-shirts only). So I gave myself a year to plan financially and professionally to set myself to take the leap to start my own business and take some quiet/focused time to expand on the initial idea.

I also plan to donate a portion of all proceeds to creative youth programs across the country since those programs significantly contribute to building self-confidence and self-affirmation in our youth.

What problem does your business or organization solve?
Our organization provides consumers the opportunity to purchase products that affirm and inspire, and integrate that messaging into all aspects of their life aka Positive Self-Image Lifestyle Brand.

Consumers currently surround themselves and their families (consciously and unconsciously) with self-defeating messages from the media so we are offering an option to counterbalance that messaging.

What has been your biggest challenge as an entrepreneur and how are you working to overcome it?
My biggest challenge has been “superwoman syndrome.” Doing everything myself all the time to keep expenses low.

However, more recently I have been leveraging my network of family and friends. I also have plans to hire a student intern in the new year (who has a passion for my company’s goals) to assist with marketing and customer service.

Give us one word that people might use to describe you.

How has Project Eve helped you and/or your business?
The site is a wealth of information and I instaneously felt a sense of ease as I navigated the site and found the wealth of stories and resources and other women entrepreneurs at my fingertips.

This new journey has been somewhat of a lonely space and its critical to have access to others (particularly women) who are travelling a similar path.

Give us an insider tip that relates to your industry or startup story.
Never, ever, start building or designing a product without conducting focus groups with potential consumers.

Going through that process and being TRULY OPEN to the feedback and adjustments to your overall concept and/or product design are critical.

Company: iDefyneMe, LLC


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