Traci Lynn Fashion Jewelry: Fashionable Entrepreneurship
Traci Lynn Fashion Jewelry: Fashionable Entrepreneurship
All that glitters may not be gold, but for Traci Lynn, Founder and President of Traci Lynn Fashion Jewelry, all that glitters is a calling.
Originally founded in 1989 in Philadelphia and relaunched in 2005, the company offers women glitter and glam as well as a way to earn a living.
understood entrepreneurship from an early age, working with her
grandmother selling clothing and jewelry as a child.
got older, direct sales called to her
"I thought that I could help more people that way," she
"And jewelry was a natural fit."
says that her
dream is to offer women the chance to have their own business selling jewelry.
With more than 2,000 consultants in 10 states, her
dream is quickly becoming a reality.
In the Beginning
first company at only 25, Traci Lynn
quickly became a local success, appearing in local newspaper articles and Essence magazine
to discuss how she
The company operated out of a showroom as a wholesale fashion jewelry retailer.
While Lynn's fledgling company had passion, it didn't have a catalog or solid compensation plan.
"I didn't quite know how to go about it, but I thought maybe if I built a showroom, [consultants] would come," she
"And they did.
I really knew then that I had found my calling."
Although the company functioned as a direct seller, Lynn
wasn't aware that the Direct Selling Association
"Of course, they were there-I just didn't know about them," she
Despite its challenges, the business took off, gathering more than a thousand consultants in less than two years, particularly in its hometown.
"I was missing so many components," she
says, "but the concept was there."
The company folded a few years after its launch.
"The women enjoyed the motivation, but it ran its course," Lynn
"There was no growth into other states, no blueprint."
Discouraged with direct sales and unwilling to try again right away, Lynn
embarked on a new career as a public speaker.
spoke to Fortune 500 companies around the world on attitude and motivation.
After motivating her
salesforce with her
could speak publicly on the same issues she
spoke to her
team about, with attitude being the most requested topic.
found that she
couldn't address all the aspects of either concept in an hourlong speech.
"They always have more questions," she
"I was just going and dropping off the nuggets and catching a plane back in an hour.
I realized that people need more."
speaking career, she
never lost the feeling she
had with her
first direct selling company, and she
never lost her
love for the industry.
began to look closely at her
personal mission to motivate, inspire and change.
discovered that she
could offer people more through direct sales-more motivation, more opportunity, more personal development.
In 2005, Lynn
began again, inspired by a catalog from another direct selling jewelry company.
began reading the literature from the company and realized that the business model was exactly what she
had started years ago.
thought, "That's who I am.
"We relaunched with no catalog in a basement of an office building," Lynn
"Within a year, we moved upstairs and then to where we are now, and we've outgrown this space."
This time, she joined the DSA at the outset, taking full advantage of all the training and tips the association has to offer.
Drawing on her earlier experience and what she learned from both the DSA and by listening to others in the industry, she developed a compensation plan that included more than just a one-time gift of free jewelry when a new consultant signed on.
"The information filled the gap
"I was able to jump over some huge pitfalls, sinkholes that could have stalled me or taken me out."
One of those pitfalls was the compensation plan.
learned that one thing every company must have is its own compensation plan.
"Getting to that crucial stage in the business saved everything, I believe," she
also took a hands-on role with the ins and outs of the business, including how to trust her
instincts and take charge.
"I was able to trust my own entrepreneurial gut on how to make things work, how to stick it out and run the business," she
"At the end of the day, you are the captain of that ship, and you'd better have something in that gut that's going to steer you the right way."
Because the business focused on organic growth, Lynn
found herself handling many aspects of running it, such as cutting commission checks.
So by the time she
was ready for a full software system, she
knew exactly what would fulfill her
was determined to keep the business debt-free, choosing not to spend money she
first attempt at direct sales, Lynn
knew that the company couldn't be about just earning an income-people had to be motivated to reach for greater things.
personal mission into her
professional one to lay the foundation for Traci Lynn Fashion Jewelry
The company's mission is to motivate people, inspire them to greatness and help them change their financial future.
consultants as "partners" in the business.
"We're in this thing together," she
"We're creating entrepreneurs.
The company offers business training, such as webinars and teleconferences, as well as provides the basic building blocks for success.
says that her
consultants are very technologically savvy; each boasts a replicated Web site, and the company uses all the technology within its reach for business building and development, including social media, such as Twitter.
dream is to be like Avon and Mary Kay
has more than 1 million consultants," she
"I want to be just like that; I want this to be a legacy business."
says the company may become a cruise liner in terms of size, but she
wants it to maintain a speedboat's maneuverability-able to turn and adjust quickly.
built the concept of change into the company's culture, ensuring that consultants and employees alike know that change is not only good, but necessary.
A firm believer in the power of personal development, Lynn
says that change can be a powerful force in a person's life.
"I teach change all the time," she
"Be open for change."
The allure of change applies to everything Lynn
does, including the designs for her
Drawing inspiration from magazines such as Vogue, Lynn
finger on the pulse of the fashion industry, always looking out for new trends to deliver high-quality fashion jewelry that's simple, yet beautiful and affordable.
"Our standards and quality control are huge," she
"Even if I take home a little less, I prefer high quality.
And that dedication to quality keeps her
distributors and customers coming back for more.
"People represent our brand because they love our style," Lynn
In the years since her
first foray into direct selling, Traci Lynn
has learned more about the industry.
has been a successful speaker and entrepreneur, trying everything from clothing to nail salons.
These days, though, she
knows where she's
going and exactly how she
plans to get there.
"Stay wise, stay frugal, stay debt-free and continue with organic growth," Lynn
"With all that, the sky's the limit."