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Heidi Standridge
for
"Heidi Elnora"
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"a Southern Bridal Designer"
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When did you start Heidi Elnora and what inspired you to start your own business? You were a contestant on Project Runway Season 2, tell us a little bit about how that encouraged your entrepreneurial visions to open up your bridal dress shop in Birmingham, AL?
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Heidi Elnora was conceived in August of 2006. After my television debut on Project Runway, I realized that I wasn't using my talents to their full potential. I was unsure of what to design; all I knew was that I was a designer. While designing children's wear in the daytime and women's wear at night, I realized two things. First of all, I didn't want to work for corporate America and second of all, I realized whoever purchased my garments would have to love them as much as I did. What consumer would feel that way? I prayed about it, and shortly I realized that only a bride would cherish my designs as much as I do.
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How did CAWBC center help you when you decided to start your own business? And what advice would you give to those females considering to go out on their own?
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The CAWBC organization played a major role in laying the foundation of Heidi Elnora. If it weren't for Edith Ingram and the staff at CAWBC, I truly would not have known the process needed and/or the steps to take in order to create a successful business. Edith, asking me questions that I had never even thought about before as well as offering ideas and advice, would challenge my business plan. She made certain that I was prepared and that I recognized the challenges ahead. It' not easy being a young female entrepreneur, but boy, it's worth it.
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Advice that I would give to potential entrepreneurs...
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Pray
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Pray some more
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Really think through the concept.
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Is the market already saturated with your idea?
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How are you going to make your business fresh and different?
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Who is your target consumer?
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Can your business start from home or do you need prime real estate?
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How much time and effort are you willing to put into your business?
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What will you sacrifice in order to make your business a success?
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Do you have the means to fund your business or do you need financial support?
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Do you have the man power so that the supply can meet the demand?
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What visions do you have for your company's future?
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In April of 2008 I will have an exclusive collection carried at the largest bridal store in the United States, Klienfields in New York. By October of 2008, I hope to have my Spring '09 collection carried in a minimum of 10 high-end bridal salons across the U.S. I will continue to have my gowns produced in Alabama in hopes of creating more jobs and a better economy.
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What was the main obstacle in starting your own business and how did you overcome?
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There wasn't one particular obstacle that stood out more than the others. I was faced with quite a few challenges from funding to finding the right location. The entire journey was filled with obstacles and small roadblocks that I had to overcome. I just never gave up and once again I prayed a lot.
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In a few sentences - what benefits do brides-to-be have in coming to you rather than one of your competitors?
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A Heidi Elnora gown is more than a gorgeous dress; it's an experience. Not only do brides have the opportunity to have a gown custom designed and created especially for them, they also get to personalize their gown by being a part of the creative process. Unlike competitors, where a bride purchases a gown that lives in her closet until the big day, a Heidi Elnora bride will watch her gown come to life through several fittings. By have several fittings, there is never a need for alterations, which saves time and money.
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