Moms at Work
An Exquisite Initial Reaction
Wednesday, September 26, 2007
Who knew a pretty little ribbon could be so profitable?
Diane Mirabile thought it was possible.
For Mirabile, it's all about personalization. She owned a retail store, "Everything Personalized", in Westport from 1991 until 2005.
Her experience gave launched a jewelry company, Initial Reaction, born out of the idea that everyone loves to receive a gift that has been selected with them in mind -- particularly kids, tweens and teens.
"I was looking to find a good gift idea for the high school and college graduation season for my store," she said. "When I went to the national gift shows, I couldn't find anything that I loved so I created something myself. I sold it in my own store for a few months and realized how strong an item we had created. We literally could not make the product fast enough."
She designed a line of jewelry that began with an engraved sterling silver pendant on a ribbon necklace. The pendant and ribbon necklace remains the company's best selling item.
Mirabile, a Fairfield resident since 1993, hit the streets to see if the products would sell. "Within 3 months I had over 40 stores selling our line and knew that this was a strong product. We now sell to over 500 stores and clients in Canada, Ireland and the Virgin Islands."
Every six months, Initial Reaction launches new lines to maintain a fresh yet dependable quality look for the increasingly discriminate customers, both young and old. "Each one is still being hand made by local women, their daughters, sisters and friends."
Mirabile, mother to Dillon and Tara, both in elementary school, says the maintenance of the work and family balance depends on the women who drive Initial Reaction. "I am fortunate enough to have a fantastic staff of women who I can count on," she said. "We all have busy lives and we back each other up when we have to drive our children to daily activities, volunteer at school or be home for the repairman."
Initial Reaction
25 South Benson Road, Fairfield
Phone: 203-255-1200, www.initialreaction.net
5 Questions for Diane Mirabile:
One thing you would change locally? "Too many banks"
Favorite local shop? Cargo Bay and DNA Jeans in Fairfield
Must-have accessory for fall? "Anything preppy"
Favorite TV show? Grey's Anatomy
Most embarrassing iPod download? "Had A Bad Day" (My 5-year-old daughter's favorite song)
Diane Mirabile thought it was possible.
For Mirabile, it's all about personalization. She owned a retail store, "Everything Personalized", in Westport from 1991 until 2005.
Her experience gave launched a jewelry company, Initial Reaction, born out of the idea that everyone loves to receive a gift that has been selected with them in mind -- particularly kids, tweens and teens.
"I was looking to find a good gift idea for the high school and college graduation season for my store," she said. "When I went to the national gift shows, I couldn't find anything that I loved so I created something myself. I sold it in my own store for a few months and realized how strong an item we had created. We literally could not make the product fast enough."
She designed a line of jewelry that began with an engraved sterling silver pendant on a ribbon necklace. The pendant and ribbon necklace remains the company's best selling item.
Mirabile, a Fairfield resident since 1993, hit the streets to see if the products would sell. "Within 3 months I had over 40 stores selling our line and knew that this was a strong product. We now sell to over 500 stores and clients in Canada, Ireland and the Virgin Islands."
Every six months, Initial Reaction launches new lines to maintain a fresh yet dependable quality look for the increasingly discriminate customers, both young and old. "Each one is still being hand made by local women, their daughters, sisters and friends."
Mirabile, mother to Dillon and Tara, both in elementary school, says the maintenance of the work and family balance depends on the women who drive Initial Reaction. "I am fortunate enough to have a fantastic staff of women who I can count on," she said. "We all have busy lives and we back each other up when we have to drive our children to daily activities, volunteer at school or be home for the repairman."
Initial Reaction
25 South Benson Road, Fairfield
Phone: 203-255-1200, www.initialreaction.net
5 Questions for Diane Mirabile:
One thing you would change locally? "Too many banks"
Favorite local shop? Cargo Bay and DNA Jeans in Fairfield
Must-have accessory for fall? "Anything preppy"
Favorite TV show? Grey's Anatomy
Most embarrassing iPod download? "Had A Bad Day" (My 5-year-old daughter's favorite song)
