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Use Your Intuition

A keen eye for trends helps this style-setter attract all the right people to her boutique.

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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 's nuptials--she started throwing in-home parties for the likes of Heather Locklear and Denzel Washington's wife. In 2001, she opened her boutique, which drew famous clients such as and and got publicity from InStyle, The Wall Street Journal and more.

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