............................................................................How to turn a weekend side hustle of selling purses from the trunk of a car into a successful store front business featuring the hottest fashions? After interviewing Angela Ajetomobi, WIP Magazine learned how.
Through a series of stages and nerve racking first steps, Angela and her husband Olu, have constructed a brand name for Bay Area women who look to Diva Darlings and On the Runway Boutiques as their one-stop clothing and accessories shops.
"I wanted to start a business, but I didn't know what kind," said the former dental assistant. Familiar with the multiple hours commuting back and forth to work, laboring to benefit their employers, just being able to pay the bills, and mortgage, the outcome was always the same - no extra funds to enjoy life. So the ambitious entrepreneur started doing research on obtaining products like clothing, accessories and finding the best locations to sell the items and make a profit.
Without a loan, she took $500 of her own money to cover the start up of Diva Darlings. Her thinking was, if this doesn't work out, "I'll owe no one."
Initially, Angela would load up the trunk of her car and would station herself around areas in Oakland after work on Fridays, then all day Saturdays and Sundays, selling purses. She quickly developed a repeat clientele and the business began to increase on referrals. Later she and her husband purchased a van to transport the merchandise and eventually reserved a space at the Berkeley Flea Market, where they set up a "mini mall" featuring fashions that sold very quickly
During the growth of her side business, Angela had switched jobs twice in dental offices. It wasn't until she was fired that she decided enough was enough. "I was like this is it! I'm done!" said the 37 year old. She felt something was calling her higher. She realized that she didn't have to continue to work for someone else to make money.
"I was making more money on the weekends with the business, than I was working two weeks as a dental assistant." She admitted she was "crushed" at the time of her termination, but now was her opportunity to go "full force" with her dream. Angela not only operated at the Flea Market, but journeyed with her husband to San Francisco by 6:30 am on weekdays, would sleep in their van until about 9:30am, and then go out with her merchandise to make sales.
After a year, it was time to take the next step - opening a storefront. "I had no idea where or how I was going to do it," Angela said. By a chance encounter with a co-worker of her husbands, who offered to share half of his men's clothing store with her, became the answer. Eventually, Angela was able to take over the lease, when her partner closed up shop.
Angela recalled thinking after taking over the lease, "This is a commitment. I'm not going to have the ability to move around," by having a store. She proceeded, but still kept the gig on the weekends at the Flea Market, because business was very slow at the store.
Angela knew she had to take another step of faith, and really give the store a chance. She stopped selling at the Flea Market, started advertising, passing out flyers, posting signs and developed a website to promote the store front. It was a lot of work, she declared, to stay in one location but, "with the blessings of God and God alone, basically it began to work."
........Diva Darlings, whose name derived from everything diva, displays clothing from day and evening to everyday and club wear. They offer three professional stylists to help you with your selection and supply accessories in handbags, jewelry, lingerie, shoes and purses.
The summer of 2008 was a definite turning point for the business. Angela, stepped out on faith again to hire two employees and began working on specifications for a second location called 'On The Runway,' which open in early Fall 2009. This store feature semi formal-to-formal attire, and offer the same great service as Diva Darlings, to suit you from head to toe.
Diva Darlings also gives back to the community, by hosting holiday barbeques in front of the store for patrons and neighbors.
Her advice to anyone planning to start a business, "make sure it's something that you enjoy doing. Be sincere. Stay on top of it. You can't do it sometimes if you want it to work."
Diva Darlings boutique is located at 2603 High Street in Oakland, CA. 94619. Open Tuesday - Saturday 10:00 am - 7:00 pm and closed on Sundays.
On the Runway boutique is located at 3407 High Street in Oakland, CA. 94619. Open Monday 12:00 pm - 6:00 pm Tuesday - Thursday 10:00 am - 7:00 pm Friday - Saturday 10:00 am - 8:00 pm and closed on Sundays.
Check out the fashions at Diva Darlings and On the Runway by visiting:
Written by My L. Harris read more
