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It's Who You Know

Talk about your firm at all times, and you might reach the ears (or head) of a famous client.

By Nichole L. Torres

Opinions expressed by Entrepreneur contributors are their own.

"You never know who you're talking to or who theyknow," explains Genevieve Piturro, co-founder and president ofBellaLuna Creations Inc., a women's hat and accessoriesmanufacturer in New York City. Piturro, 42, and co-founder AlicePagano, 49, a designer, managed to get one of their hats onto thehead of Grammy-winning recording artist Alicia Keys.

Promoting their firm at all times is the pair's philosophy.In fact, they like to wear their hats and strike up conversationswith people about their pieces--a tactic that led to the Keysconnection. When Pagano shared a floor with other artists anddesigners, she was talking to someone in the hall one day--someonewho happened to be friends with Keys. "I took the opportunityto make freebies and gifts," says Piturro. "We made threehats and delivered them to [Keys'] friend. When he came backfrom her tour, he said she loved them--especially the black onewith the Swarovski trim."

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