Interview with Stephanie Estrin CEO & President of CurlyQ Cuties
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Tell us a little bit about CurlyQ Cuties and how you got started.
CurlyQ Cuties is my first business. We make unique plush toys. You create the design, we do the rest. CurlyQ Cuties got its start from my quest to make fun and imaginative toys. Among other toys, I made plush Monsters for my children and my friend’s children. The Monsters were so well received that I gained the courage to sell them to the public. I opened a shop on Etsy.com in January 2008 and quickly learned that customers would prefer a product they helped to design. I also realized that they’d be more likely to place an order for a custom creation if they could see a picture representation of it first. In July 2008, CurlyQCuties.com was launched to address these challenges.
Using the kid-friendly virtual design tools on CurlyQCuties.com, anyone and quickly design their own unique stuffed plush toy. No sewing skills are necessary. As you interactively select the color and shape of your toy’s body and features, the visual representation of your design is instantly updated in the online designer. You clearly see how your customized design will look before you commit to a purchase. Once you place an order, we transform your virtual design into a real plush toy. Every product ordered is handmade in Texas and is backed by a 100% satisfaction guarantee.
What did you do before launching CurlyQ Cuties?
I have been a full-time mom from the time my two youngest children were born. Prior to that I worked as a Network Administrator.
How many hours do you work a week and how much is spent in your home office?
I work anywhere between 30 and 60 or more hours a week. It really depends on what is going on. I spend most of that time in my office or helping on the production floor.
You were recently featured on the Today Show. How did that come about?
Robyn Spizman–a New York Times Bestselling Author, Consumer Advocate and Television Personality–contacted us in early December to see if we’d be interested in being featured on a national television show. Ms. Spizman appears frequently on local and national television shows to share her insights on shopping and gift giving. We didn’t know at the time we said we were interested that our Monsters would be appearing on the Today Show.
How did you fund your business?
CurlyQ Cuties was initially capitalized with a very modest investment. We’ve bootstrapped the company from there. A large portion of the company’s net profits are reinvested into the business to fuel its growth.
How would you rate your success from 0 – 10?
I would rate our success as an 8. We’ve accomplished a lot in two years. We’re doing a lot of things right but, as with any endeavor, there’s always room for refinement and improvement.
How do you manage all of your personal and business activities?
With the help of my electronic calendar! I can’t do anything without checking it first. I have all my personal, family and business agendas scheduled in one place so it makes it easy to see where I need to be and what I need to be doing.
What has been your biggest business struggle?
The biggest struggle we face is becoming more widely known in a way that enables us to grow the business in a reasonably sane fashion. Since all of our products are handmade to order and because we guarantee to ship your order in 10 days or less, a sudden influx of unexpected orders tends to create a bit of chaos. It’s a management challenge and a good problem to have.
What are your 3 favorite websites or blogs?
What advice would you give to a new entrepreneur?
Go slow. Identify your market. Grow the business by reinvesting profits. Don’t take on debt. It’s very fulfilling to know your business is profitable. Network with others. You never know who you might meet or who they know that can help you along the way. Invest in relationships with your customers. Ultimately, it’s your customers that pay the bills and fund your paychecks.
For more information on Stephanie Estrin please see: Curly Q Cuties or follow her tweets on Twitter @CurlyQCuties.
Good job Stephanie! I love your company and your product! My son created his first monster a couple of years back, and he’s loved it every since. He even designed one to give his little sister on her first birthday. I’m sure she’ll treasure it forever, especially knowing that her “Bubba” created it just for her! Keep up the good work!