We'll Drink to That!

Tagging Along

What: Fashionable, decorative identification badge holders
Who: Ava Minsky Foxman of Moonbabies LLC
Where: Linwood, New Jersey
When: Started in 1996

Ava Minsky Foxman has an artist's eye. As the owner of a jewelry company that sold beaded stickpin figures and necklaces, she found inspiration one day while walking around the mall and noticing ID badges on boring metal chains people had to wear for work. "[I thought] if people have to wear them, they'll want them to be attractive," says Minsky Foxman, 49.

Her company, Moonbabies LLC, had found success--Minsky Foxman, who majored in fashion design in college, launched the company after becoming a stay-at-home mom. But when she branched out to make jeweled and beaded badge holders in 1998, she faced a challenge educating consumers about what her products were and why they were so special. After the events of 9/11, however, companies faced a mad rush for more security, and ID badges became common--boosting demand for her stylish badge holders.

With the education process now over, Minsky Foxman is selling her badge holders to department and specialty stores nationwide, as well as directly to consumers online, garnering $1.5 million in 2002 sales.

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This article was originally published in the April 2003 print edition of Entrepreneur with the headline: We'll Drink to That!.

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