Founder, Bakana, LCC
www.bakanastyle.com
Want to know the secrets of Brazilian women – why they’re reputed to be among the most beautiful and sensual in the world? Same here, so if you know, do tell.
In the meantime, you might capture some of that mysterious allure by indulging in dazzling products from bakana. Meaning “hip, fun and cool” in Portuguese, bakana was founded in 2004 by Priscilla Stephan to bring Brazilian jewelry, purses and accessories to the US market.
While still employed full-time, Stephan has been working diligently to make bakana a successful company and brand. Here she talks about her journey and bakana’s first big PR break, and offers a special holiday discount for Ladies Who Launch subscribers.
There’s Something About Brazil…
“I was born in Brazil and travel there frequently. The country is warm, passionate and colorful. A woman feels very beautiful there, and that’s a feeling that I have carried with me. When I’m in Brazil, I feel more sensual, and that’s what I want to infuse into bakana.”
Something Missing in Her Career
“My background is in international environmental policy. I got into this field because I wanted to save the Brazilian environment. I went to grad school for it, at Columbia University, but found I was getting bored and tired. Then I thought about how people are always commenting on my accessories when I come back from Brazil and about ways to add creativity and more aesthetic beauty to my day-to-day life.”
From Idea to Inception
“In the beginning, it was all very exploratory – doing Internet searches and finding out anything I could about Brazilian accessories, who made them and noticing what caught my attention. After an initial research trip to Brazil, I brought back some products and did some informal test-marketing with friends and family. The accessories were a hit, and I found that I enjoyed the process of making women feel beautiful.”
Hot Resource for Entrepreneurs
“Then came part two, which was ‘How on earth do I start a business?’ It took another six months of meeting people and going to seminars, including one from the National Womens’ Business Center (www.womensbusinesscenter.org) in D.C., which has a course called ‘Up and Running.’ In 13 weeks, it gives you the ABCs of how to start a business.”
The Basics of Her Business
“To showcase the distinctive style and artistic craftsmanship that Brazil has to offer, while helping to support the women artisans, designers and entrepreneurs that create our collections. I am continuously researching new design partners across Brazil and work closely with them to create and fine-tune our lines for the U.S. market. The exclusive collections are then sold under bakana’s brand name.”
What’s So Special about Bakana?
“What makes bakana different is that you’ll say, ‘I’ve never seen anything like this before.’ The special part comes in the Brazilian design, techniques and materials used. That’s the part I enjoy most – finding designers who do extraordinary work that will stand out and be memorable.”
Learning by Doing
“Bakana has just turned a year old, but I began this whole exploration process about three years ago. We have begun building a store account base, which I hope will grow significantly next year. We now have a web presence complete with online shopping. This year was mostly about putting the business together and learning through trial and error. Next year is when I’m hoping to have it really take off.”
Her Big PR Break: Desperate Housewives
“I happened to meet Ricardo Chavira (who plays Carlos) from the show at a Race for the Cure event earlier this year. My PR person contacted the show and we sent some samples. We kept following up. I was watching the show on November 6th and I saw my necklace. There was Teri Hatcher wearing one of the pieces! That’s how it happened. We are also beginning to receive fashion editorial press, which is very exciting and rewarding.”
Money, Money, Money
“The business is all self-financed. I didn’t know what I was doing in the beginning. I paid from my savings. My parents helped and credit cards did, too. I would always do the best I could to get best prices on things – to barter, set a budget and find someone willing to match it.”
Help from Family, but No Trust Fund Financing
“My father is an entrepreneur in the manufacturing industry. My mother is a lawyer. They always told me, ‘Business is the way to go. Business is the way to make money.’
I always thought, ‘I don’t need to make money. I need to save the world.’ Now as I’m in my early 30s, I’m realizing money isn’t so bad and that you can also help people by having a business. My parents gave me invaluable support and guided me through the forest, which is what it feels like in the beginning of a business.”
Doing It All
“I handle sales, suppliers, put the lines together, marketing, do the accounting, travel to Brazil in search of new talent, and make hiring decisions. Everything is on my shoulders. What has kept me sane has been my mother – if I have any questions, I call her. She gives me a lot of strength and support when I need to make decisions. In the beginning, I felt very alone. I didn’t know who to turn to for help.”
Challenge: Battling a Breakdown
“Time is always a constraint. Besides some close friends and my parents, I don’t have a lot of staff. I almost had a breakdown earlier this year because I was overworked and it was too much to handle. I hit a low point. There were a lot of things in the pipeline, and one thing began going wrong after another.
“I was not getting enough sleep, not eating properly. It was just overload. I knew I had to make some changes and regain my sense of balance. I started getting more rest, exercising again and making time for myself and for my friends. Just taking small steps made a huge difference. I realized that to make the business work, I had to be in top shape myself.”
Achievement: Defying the Doubters
“That I’m still going. To have repeat customers. To be featured on Desperate Housewives. To have an amazing new spring 2006 collection that we are launching in January. There were many people who thought I was going to give up a long time ago. There were a lot of odds against me.”
Advice for Success
“Have a support structure. Have someone who you trust to give you advice, and if possible, create an advisory committee to serve as a sounding board. Create time for yourself – if not every day, then every week. And believe. Believe in what you want, your idea. Also do your homework, be flexible, and don’t give up.”
Recommended Holiday Goodies
“Bakana’s purses on Wallbounce (www.wallbounce.com) in holiday colors. Also, I love the chocolate-covered pretzels at Fretzels.com (www.fretzels.com).”
Ring in the New Year: Bonus for Ladies Who Launch!
“Ladies Who Launch subscribers can e-mail me directly for 15 percent off bakana’s jewelry and accessories for the month of December. My rings are great stocking stuffers – they’re my bestsellers. They’re fun – you can wear them anytime.”
