Homespun Wisdom

A designer's down-home hospitality pays off.
Magazine Contributor
1 min read

This story appears in the April 2003 issue of Entrepreneur. Subscribe »

When Lana Bilzerian left her position at an upscale Italian knitwear company to start her own line in fall 2001, she put together a winter collection of her knitwear in three months. Short on time and money, Bilzerian, 27, opted to forgo a showroom and instead invited buyers from seven stylish stores, including Barneys and Fred Segal, to view the collection in her home.

Buyers were led through the back entrance of a restaurant to reach Bilzerian's Greenwich Village apartment for individual appointments. "There were chairs hanging everywhere; it was where the waiters changed, and there was no doorbell, so I'd come down to get them," recalls Bilzerian. Once inside, buyers were greeted by a fireplace, tea, cookies and mellow music-as the designer modeled the collection.

Providing a cozy atmosphere for buyers paid off-all of them placed orders. Her highly exclusive line of knitwear is in 20 stores, and 2003 sales are projected to hit $1 million.

loading...
More from Entrepreneur
Entrepreneur Select: A Fund For Entrepreneurs, By Entrepreneurs

Entrepreneurs require more than just money, which is why we aim to empower you, as well as act as a catalyst for value creation.

Make sure you’re covered if an employee gets injured at work by
  • Providing us with basic information about your business
  • Verifying details about your business with one of our specialists
  • Speaking with an agent who is specifically suited to insure your business
Discover a better way to hire freelancers. From business to marketing, sales, finance, design, technology, and more, we have the freelancers you need to tackle your most important work and projects, on-demand.

Latest on Entrepreneur