Name - Mary Deis

Email Address - marydmf@prodigy.net

What kind of Business do you run? Vintage Costume and Artisan Jewelry

When did you start it? Three summers ago.

Why did you start it? I wanted to start a business that interested me, was separate from my full time jobs and that would be retirement worthy.

What was your inspiration? My love for vintage costume jewelry, given to me by my mother and grandmother, my love of antiques from my father and the need to create something.

How much capital in terms of resources did you invest to start up your business? Approximately $200.

Do you have a website for your business? If yes please provide it. http://www.rubylane.com/shops/therosesword

Who are your main customers? What demographic are they mostly from? I have a good steady stream of national and international customers. Many of them come from the East coast.

What do you feel are the basic goals that a business such as yours should reach in the first year? I went in thinking I would lose money for the first three years. I did the first year only because of the capital I invested in jewelry and in equipment such as a camera and a computer. By the end of the third year, I was making a profit. I have already surpassed this year three times what I was making by the end of last year. In this economy, it is astounding to me.

For anyone who wishes to start their own WAH business in the same industry as yours what are your top 3 pieces of advice? Find something that you are passionate about. If you have a business that you love, you will work at it even when a profit seems far away. Adding the artisan jewelry to my site boosted sales and visibility. Also, don't be afraid to be different - it is what will set you apart. Some of my jewelry fits certain special peccadilloes people have. I buy low and sell high! Lastly, find a venue that works for you. Rubylane runs prints ads in Martha Stewart's Living, Marie Claire and The Antique Trader mags and the Wall Street Journal.

Has this business venture allowed you to spend more time or less time with your family? More time. I can schedule it around everyone else's hectic schedule and get some me time. Although designing the jewelry has become a bit more tricky. It is time for me, which means I can be more and give more when I am with my family. I can front load the business--take the pictures and write the descriptions--and then Paypal does the rest. Ah! Magic!

What are the top three marketing strategies that you employed to achieve success for your business? Meaningful descriptions. I have had clients state that they bought an object because of what I said it represented or how I presented it. Full disclosure - I have had people purchase things that were vintage with me sharing all of it's faults and close ups of dings. I buy things for people that I would want. Lastly, I have utilized the ad feature on the site as well as sharing my things on Twitter.

What goals are next for your business? I want to turn a free and clear profit this year, which I am slated, as of now to do. I have two other businesses - one which sells parts and pieces for recycled jewelry on Etsy and another for a limited edition art doll. I want to see them upand running and making a profit.

Where do you see your business in another 10 years? I am retiring from full time teaching and program work in 7 to 12 (almost 11 now) years. I started the business to have something to do when I retired and have extra income through an established and well loved business. I want people to know the name of The Rose Sword, and know that they will want to always return because we make friends who can trust us and always do the right thing for our customers.

Name the top 3 products and/or services your business provides and their respective benefits to the customer/consumer.

1. Quality Vintage Costume Jewelry and Artisan Jewelry. These make people happy.

2. Great customer service through good communication with our customer making it an enjoyable shopping experience, and

3. Quick shipping and handling of all orders.

How many times a year do you offer special discounts on your products or services? When? I usually offer a discount on my birthday, Valentine's Day, Summer Madness Sale, Back to School Sale, Holiday Sale and Clearing out of inventory sale. Sales can go anywhere when posted from 25% to 70% depending on what I write. I hide some sales on my front page and only people who acknowledge in their PO get the discount.

Share with us two positive feedback comments your customers have said about your product and/or service. Many of the good ones make it to the front page so I will cut and paste a few of my favorites:

Mary - I just received the Kenneth Lane seashell necklace and earrings today, and I am thrilled! What an absolutely stunning set! It is much more beautiful than the photos showed. I am so pleased I was able to find this set, as I had fallen in love with it from the first moment I saw it. Thank you also for your excellent packaging that secured and protected each shell.

Elizabeth C Re - KJL Seashell Necklace and Earrings - Mary, Thank you, thank you, thank you. What a beautiful selection, beautifully presented. I am so pleased. Thank you for taking such beautiful care of these works of art and for presenting them in such an exciting way. When they arrived, I felt like it was my birthday!

Shari Re - Seven sets of new old stock Edgar Berebi Colors in Art Earrings still on the card.

Hi Mary - Got it!!! I have the set in my hot little hands (smile). It's absolutely lovely and thanks so much for your prompt response back. All is well and I just know my friend is going to be delighted with this charming set. She may have to pry it from my hands, but she'll get it eventually (Ha--just kidding).