Yamile Linderman

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Founder, Entertaining Lifestyles
http://www.entertaininglifestyles.com

My version of the perfect dinner party – a several-course menu of seasonal foods paired with wine, ambience set by a festive table, candles lit, music playing, little gifts waiting for guests in the foyer.

My reality – easy appetizers and wine, followed by take-out and a store-bought something for dessert, served on white plates with whatever other tableware happens to be clean. Candles maybe. Gifts highly unlikely.

Yamile Linderman launched Entertaining Lifestyles for women like you and me who are often too busy with other things to shop around for all the special touches to put together a cool get-together.

From Hosting Family Members…

“I have been in catering for a decade and a half, since the late 80s. Entertaining is embedded in me. I have a large family, with 13 uncles and aunts on each side, with lots of children, and lots of cousins, so basically our family gatherings were never a small event. We all lived across from each other, the stoves were always on, there was always a gathering of family enjoying meals and having a nice time.”

… To Entertaining Kings and Queens

“While going to college for computer programming (at Florida International University), I started working at hotels. That’s where my love blossomed for entertaining. When I graduated from school, I stayed in the hotel business, working as a catering director. One of the most prestigious chefs I worked for is Michel Richard, a world-renowned chef at the Citronelle in D.C. With every meal, Michel created an experience for his guests, and that’s what I do.

“We hosted kings and queens and dignitaries, lots of celebrities… it was very exciting learning about all the different ways that people from different parts of the world want to be treated. Catering to celebrities and VIPs really gives you an edge when it comes to hosting parties. You learn how to pull things together perfectly, you learn how to tailor your party to suit and impress each of your guests. ”

1st Priority: Family

“Family has always been very important to me. When we made the decision to start a family of our own, Matthew and I decided to relocate from Washington, D.C. to Palm Beach County, Florida to be closer to our families. Matthew was food and beverage director at the Four Seasons Resort in D.C. at the time, and requested a transfer to the Four Seasons in Palm Beach.

“We had our first child, Alexa (now 2 and a half), and that’s when I started my research for my business. I have always been a shopper and enjoyed going from one store to the next to the next, searching for the perfect little item for my next dinner party. But with a little one, I found I didn’t have the time. That’s when I started exploring the Internet for shopping sites, but could never find a site that offered all of the important décor elements and resources we offer online.”

Giving Birth and Launching a Business

“I planned and started my business when I was pregnant with my second daughter, Sophia. We went live on April 30th (2005), the day after my daughter was born. That was one of my greatest challenges – creating a business while pregnant in a world I wasn’t that familiar with – the Internet. I’ve always loved going to stores. I’ve had to learn a lot about Internet and e-commerce and juggle that with a newborn and a toddler at the same time.”

Her Tips for Hostesses

“I talk to many moms who say, ‘I used to entertain before my children were born, but after the baby – forget about it!’ For me and my husband, entertaining is a lifestyle choice. My family comes over on the weekend and I set a pretty table. It’s not hard if you stock your pantry with a few things like colorful glassware and linens and napkin rings, a little bit here and there. It could be as simple as looking in your backyard for some decorating details. I grow my own flowers and herbs in mine, and constantly bring them inside and incorporate them into my table-settings.

“(Entertaining Lifestyles) is basically for people who love to entertain at home, and for those who find entertaining to be a challenge. We offer exclusives on beautiful glassware, luxury Italian linens, eye-catching platters and bowls, napkin rings, invitations, a wine club and a gourmet coffe club. And, we show you how to pair all of these items together for the perfect party setting.

“One of the latest trends is to not only bring a gift for your hostess, but to also send guests off with a little memento – it can be as simple as colorful drink stirrers, a martini glass, or a little basket of homemade muffins, so (your guests) are still thinking of you when they get home.”

Hot Topic: Search Engine Marketing

“I’m finding that search engine marketing is an ongoing thing you have to do… and it really is necessary for online shops. Search engines are always changing, robots are always changing the way that they search. So you’ve got to try different ways, there isn’t just one way of getting your name out there. You’ve got to do the pay-per-click Googles of the world, natural search, and try different ways of advertising. We hire a firm to help with this.”

Dealing with Financing and Fears

‘We were lucky not to have to take out a loan when we started the business, since we had always focused on saving throughout our marriage. It’s a lot harder if you have a job and quit to start your own business. I was a stay-at-home mom, and had already decided that I wasn’t going to work outside of the home, so for me I found (starting my business) quite easy because it was just something extra on the side that I would love to do and that would challenge me.”

Happy with Her Customers and Media Coverage

“The business has taken off incredibly… in terms of the number of sales and repeat customers that we’ve had. We have had some really good press, and lots of people interested in our site. We’ve been featured on local TV and have appeared in publications like Coastal Living, Luxury Living, Palm Beach Cottages and Gardens, and other beautiful magazines. Knowing people in the hotel business, having contacts, people finding out about the site and loving our quality products… that’s how we’ve gotten a lot of great PR.”

Greatest Success

“Taking my dream and my vision and seeing it blossom. I had a great previous life in the catering world – it was very exciting and fulfilling. But that was my past. I was able to incorporate it into my future along with my family. Having this little vision of what I wanted to do and seeing it come to life and mean something to others, that’s the greatest success of all.”

Greatest Challenge

“Probably our greatest challenge ahead is to continue to grow the business so that we can replenish most of the savings we used to start the business.

“Another difficult challenge was starting a business while pregnant, giving birth to a little one and having a toddler running around at the same time. Not losing sight of what is most important to me, my two little girls, is a constant challenge that I work at daily.”

Words of Advice

“What keeps me motivated is that I do what I love. Never lose your passion for what’s important to you. Becoming a mom doesn’t mean you need to forget your passion – you just have to tweak it a bit. Be persistent. Be passionate. Sometimes when you think you want to throw in the towel, just continue and you’ll see the light at the end of the tunnel.”

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