What do you get when you cross a women's hockey enthusiast with an Environmental Geography major and a former homecoming queen? If you guessed "one smart woman," you aren't far off the mark.
Julie Hellwich's Smart Women Company began in 1999 at her kitchen table with no other goal than to inexpensively create a few gifts for friends. Today, Hillary Clinton, Madelaine Albright, Paula Zahnand even Monica Lewinsky are among the politicians and celebrities who know the Smart Women Company product line, firsthand.
So how did a local woman make the big time? "The business has succeeded despite my best efforts," quipped Julie. In fact, Hellwich's success was driven by her listening skills more than anything. Encouragement from her friends didn't hurt, either.
"Early on, my customer base grew by word of mouth and I listened to their feedback." It was that feedback that sharpened her vision for the product line that exists today. Smart Women Company produces and distributes practical household and office items like mouse pads, notepads, coffee mugs and address books that bear the Smart Women logo along with witty statements reflecting Julie's core values. "Smart Women products are made with brains and integrity for women with brains and integrity." The message hooks clients; sound company principles keep them coming back for more. That's where the social conscience reflected by her personal values step into the picture.
"The bottom line isn't the only measure of success. Our message ties into the social concerns I have, too," said Hellwich. Examples of that vision are reflected in everything from the people Smart Women contracts with for paper products to the independent bookstores marketing its wares. Staying local and working with women-owned companies are high priorities, and while not every element can be produced wholly within the US, Smart Women Company does its best to keep its greenbacks green. "We minimize our packaging and strive for functional, reusable products."
Word of mouth, coupled with the unique designs gained Hellwich a devout local customer base in Minnesota. The non-profi ts have been with her from the start and she has made a point of marketing through GLBT-owned businesses. But Julie would be the first to admit that a little luck never hurts anyone either. About six years ago New Yorker magazine called to discuss a private branding deal for a conference with Hellwich. She was so overwhelmed that she asked the magazine to call back. She recalls, "I took the call in the bathtub because it's where I can relax." So, that's where the deal was sealed, resulting in an order for 250 units. Not long after, National City Bank purchased 10,000. "That was when I finally realized that I might be on to something."
In 2006, Smart Women partnered with the League of Women Voters in a whirlwind nationwide tour that coincided with a voter registration drive. The events promoted Julie's "Smart Women Vote" campaign. The product exposure in Washington DC, Seattle, Denver, and San Francisco required her to expand into an office space, hire new employees, buy computers, and focus herself more than ever. Enter Quorum member, Betsy Petersen of Madelain Group. Petersen's marketing and organization skills assisted Hellwich by streamlining the company and freeing her up to get back to the business of creating.
Just when things seemed to settle down, New York based Chronicle Books pushed Smart Women to a higher level. Local award-winning graphic artist Haley Johnson signed on to illustrate the line Chronicle will distribute internationally. Expect to see Smart Women products in more independent bookstores over the coming summer. The introduction of her new line of products is already filtering into the market with more being added through autumn. "We're starting to find the products in places like Germany, Japan, Australia, Spain, and even Estonia," muses Hellwich. Eagle eye viewers might also have noticed her goods on The Apprentice. It just goes to show that a good idea, excellent timing, and a pinch of luck can work wonders for those willing to take a few risks and work their tails off .
-- Chrissy Henning
