Use Your Intuition

A keen eye for trends helps this style-setter attract all the right people to her boutique.
Magazine Contributor
1 min read

This story appears in the March 2005 issue of Entrepreneur. Subscribe »

In 1999, after a , Jaye Hersh needed a way to earn money to pay college tuition for her two children. Her solution was Intuition, a clothing store with a knack for attracting celebrities.

Hersh, 48, leveraged her connections early on to grow the business. Using her Rolodex of names--some were parents of her son's friends; others came from her sister, who planned Jessica Simpson's nuptials--she started throwing in-home parties for the likes of Heather Locklear and Denzel Washington's wife. In 2001, she opened her , which drew famous clients such as Drew Barrymore and and got publicity from InStyle, The Wall Street Journal and more.

Hersh is a pro at spotting "something everyone will want." Last year, after seeing a teen wearing Minnetonka moccasins, she sold 1,200 pairs by getting celebs to sport them, too. Her knack for creating trends has helped her reach annual sales of $5 million.


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