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I met Pamela Pekerman long before Tin Shingle was even a glimmer in Katie and my eyes, but I knew right away that someday I would want to interview her, if only to share her story and have her natural hustle and drive inspire other entrepreneurs! Pamela is a powerhouse, at an age when many haven't even decided upon their true calling in life. This one-woman brand is an accessory and style expert, tv correspondent, brand spokesperson, and (my own addition here) serial entrepreneur whose story has inspired me, most of all because she is self made!
There's just something about someone who creates their own success and professional happiness out of the ether that gets me energized, and I'm sure she'll do the same for you! Read on to get to know her entrepreneurial story and let her inspiring hustle and fearless mentality rub off (virtually) on you as well!
Tin Shingle: When did it click in you internally that you wanted to be your own boss and run your own business, and did you always know that business would be rooted in accessories?
Pamela: I always knew I wanted to create and that my mind was full of fresh ideas. It took me about five years to realize that the business I would create would ultimately hinge around myself as a personality-driven brand. There were enough requests for me to go on air or host an event, to where I needed to shift away from being behind a computer writing and be in the forefront sharing in person.
Tin Shingle: What were the initial challenges you faced as a new, virtually unheard of face on the New York City fashion and media scene?
Pamela: The beauty of being young (I was 21-years-old when I launched the first version of my business) is that you have no concept of fear. You have nothing to lose. If you say the wrong thing, you are an unknown and mistakes are acceptable, as long as you don’t repeat your error. When I started writing and then opened an ecommerce shop, after college, I came into the game with nearly a dozen internships. I worked for some of the best editors and publications in the business from InStyle to Cosmopolitan, and had the best teachers anyone who enters the fashion/media world could ask for. My real challenge was finding my voice and trusting it.
Tin Shingle: What were some tactics you used to get attention and get yourself to be taken seriously in by media and industry insiders?
Pamela: Having a niche was important, so I focused on handbags and then went bigger with accessories. You want to be the go-to for something specific. I joined the Accessories Council; I began trend forecasting for World Shoe and Accessories Show; I made sure to know who all the emerging designers were, as well as the history of existing labels.
Knowledge is power. I wanted to have a perfect quote ready whenever the press called. I also spent wisely on marketing by branding my first business, an e-commerce shop, around colors and then using those colors everywhere. During Fashion Week, I had interns dressed in head-to-toe black accented with pink and mint scarves giving out pink M&Ms, to which I attached my business card. When it rained, they had pink and mint umbrellas. It cost me peanuts, about $25 for all the items since I shopped at T.J. Maxx, and from that investment my card got into the hands of a producer and I was profiled on ABC NEWS NOW within weeks.
My key advice would be: know what you know well and spend wisely. Yes, you must spend to make, but know that you can do a lot with a little.
Tin Shingle: What is your theory on the word “no” in business?
I’ve always said that “no is not an option”.
Pamela: You don’t come from immigrant parents who struggled to get to this great country, and not want to prove to them that it was all worth it. My success is their success. I don’t enjoy the taste of average, so it’s not on my menu.
Tin Shingle: How did you scale and grow the visibility of your “Accessorize” parties? How did they evolve?
Pamela: In 2010, once I made the shift from writing to broadcasting, I decided to host an Accessorize party for about 20 media friends. Guests included editors, stylists, bloggers, producers, even casting agents. I wanted to showcase my hosting skills and curate my top Accessorize choices for the season. This mini party has now become a staple of my business, with four Accessorize themed parties in NYC, per year. Each party has 35 guests, handpicked by me to attend a unique pampering, mingling and gifting party unlike any other in our industry. That’s why guests including BRAVO’s Caroline Manzo and Ramona Singer, and producers from Good Morning America and Wendy Williams, keep coming back for more.
Aside from making profit, it’s yet another tool for me to push my personality-driven brand forward. When you come to this party you know it’s a Pamela Pekerman event from the coral gift bags to the glitzed-out décor, you are entering my well accessorized world.
Tin Shingle: How do you manage to fit everything into your day – segments, events, business calls and your personal life? Do you have any scheduling tips other entrepreneurs can learn from?
Pamela: After the passing of my father in 2010, I made a shift away from regularly working late and on weekends. Life is too short and I enjoy my special moments with my husband, family and friends too much to let them pass by. My tip is know when you can’t compromise. I love cooking, so making dinner for my family is both fun and important. I make a point to be home by 7pm twice per week in order to make that happen. I hired an event director so that I would have more time to focus on booking TV segments and uncovering new styling/spokesperson assignments, much of which I can do from my home office versus the city.
Also, Fridays are half-days all year around for everyone that works with me. When you give your mind time to breath you’ll find that ideas will flow easier. Creativity doesn’t happen in a crunch.
Tin Shingle: What lessons have you learned as a business owner thus far?
Pamela: There are four tips I always give my interns and they are the biggest business advice I can offer after a decade as an entrepreneur:
First, dress for the job you want not the job you have. How you put yourself together is as important as what comes out of your mouth. When I was an intern, I dressed as if I was the style director of the magazine. Clothing should be tailored. Shoes should never be scuffed (yes, that means fix those heals). Nothing should be revealing or spilling over. Wear spanx, we all need it.
Secondly, always ask questions. It’s better to ask then to do something wrong. My nieces are 4 and 8 and like most children, quite inquisitive. Be inquisitive and ask questions from experts, so that you can soak up their knowledge.
Thirdly, everyone is a salesperson where you’re an IT professional a TV personality. I’m always selling myself for one project or another, so I know my elevator pitch down pat. Even if you work for another company, think of yourself as an independent contractor because when you go in for a review you need to sell your boss on why you should get the raise/promo/bigger office.
Lastly, surround yourself with a group of like-minded individuals that inspire you to do better. It’s one of the reasons why I belong to groups like Tin Shingle.
Tin Shingle: What are a few of your career goals for 2012-2013?
Pamela: The next phase for my brand is a permanent placement on television, so I’ve been working with my agent on a few show concepts. Reality television, if played right, is a major factor in today’s success stories for personality-driven businesses. I’m also contemplating hosting an Accessorize party in Miami or Los Angeles, as an initial test run. Finally, product is important so I’ll be working to collaborate with an accessories designer for a capsule collection.
Get a little more Pamela every day by following her on Twitter via @PamelaPekerman and be sure you "like" her Facebook Fan Page!
