Designing Woman

Hamm's newfound wisdom also includes the art of gracefully explaining to potential corporate clients that yes, she is the president of her company. "People always think I'm a sales rep," laments Hamm. Handing out her business card helps. "Their whole attitude completely flips. That's when the respect goes way up."

Hamm finds her age is a plus in keeping her finger on the pulse of the contemporaries she designs for. Her take-it-to-the-streets marketing strategy includes a "promotional team" of roughly 20 young women who join her for a weekly night on the town in the company Rudwear truck. Targeting local clubs and concerts, the team passes out fliers promoting Rudwear. "I get my inspiration from the clubs," Hamm says.

The tactic works. Rudwear fashions are getting increased exposure in MTV and Black Entertainment Television (BET) videos. The spring 1999 Rudwear Collection will premiere its new men's line by March, and Rudwear designs will appear in a Claudia Schiffer feature film, "Desperate But Not Serious," this summer.

The driven entrepreneur isn't content to simply rack up revenues from Rudwear. She recently inked a recording deal (she raps) with RTE Records under the hip-hop moniker Rudkuss. "I have so many plans, sometimes at night I can't even sleep, I'm so excited for the next day," she enthuses.

How does she maintain her sanity in her multiple quests for success? Over time, it's become clear: "You can't work seven days a week. You have to have time on your own." Says Hamm, "I get my breaks by going to church and hanging out with a different type of people [than I see everyday]."

With years to go before she turns 30, Hamm nonetheless knows where she wants to be when she gets there: "Hopefully I'll have a family [by then] and be living somewhere on the East Coast, running my New York office in a Manhattan high-rise," she says.

Whatever this daring dynamo does, you can bet it'll be from the fast lane. "To me, business is a game, and I have to win," she says. "People say `You can't be a millionaire in five years. C'mon, Elle, think reality.' But I say you have to think beyond reality."

Contact Source

Rudwear Inc., 292 S. La Cienega Blvd., Ste. B, Beverly Hills, CA 90211, (310) 657-3032

This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Designing Woman.