A Champion of Entrepreneurs Shares Her Financing Strategy To expand its community and grow at a more patient pace, Daily Grommet decides to steer clear of VC firms--for now

Jules Pieri has a vision for more gradual growth.

Photo © David Lang

With an education in industrial design, a Harvard MBA and an executive stint in strategic development for brands like Stride Rite, Keds and Playskool, Jules Pieri has the savvy to spot a consumer trend.

So when she noticed that upstart manufacturers were having trouble getting shelf space in an increasingly consolidated retail market--despite the unprecedented flood of new products fueled by access to design and manufacturing capabilities--she sensed an opportunity. Pieri also knew that many consumers want innovative products that emphasize "something good in the world, whether it's technology or green enterprise," she says. Add the power of social media, giving people the ability to share information about their favorite finds, and you have the recipe for Daily Grommet, a Lexington, Mass.-based website that champions independent entrepreneurs creating cool products by building a large online community.