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Published: November, 2009

Q&A with Christy Caprine, continued ...


Q: What has been your smartest move so far?
Although our business is mainly online, without a retail storefront, I am glad that I have put a large display at a local family-owned flower shop. This way, my customers who are not computer friendly can see our products. Also, the walk-in floral customers who have never heard or seen Pretty Dreams are curious to know what our display is all about, and the owner is just as excited about them as I am.

Q: What has been your biggest mistake?
When I first thought of the floral diaper cake, I met with a flower shop owner, and she immediately wanted them in her store. I put them in on a consignment-only deal just to see how they would do. I offered the same consignment deal to three other shops. I ended up with my cakes in flower shops in Huntington Beach, Woodland Hills, Santa Monica and Winnetka. I spreaded myself too thin, and I could not afford to advertise in all four cities. Now my cakes are here in Huntington Beach only. I can afford more advertising in one location, rather than in four different.

Q: What was your “Ah-ha!” moment – the moment you knew you had something special?
I was doing a photo shoot of my rag-quilted burp cloth diaper cakes in front of my house with a co-worker, and I mentioned to her that the cakes would look more appealing with fresh flowers on top. When we were done wrapping up the photo shoot, a neighbor whom I did not know at the time who lived a few houses down from me walked up and asked what my product was. I explained to her that these are diaper cakes. She said, “I need to have these in my shop. They are gorgeous!”
 
Q: Where is your product sold?
We sell our products on our Web site, and they also can be purchased at A Secret Garden flower shop in Huntington Beach.

Q: What resources did you use to get your business going?
I have gone to SCORE (Service Corp of Retired Executives) a couple of times. EDD has some great resource tips. I am a member of the Huntington Beach Chamber of Commerce and I belong to Le Tip Pierside Professionals of HB.


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