Update: The other day, I was given the sad news that Ros Guerrero lost her battle with cancer. My heart goes out to her and her family. She was such a bright and kind soul — I will miss her deeply.
Ros Guerrero is no stranger when it comes to eyewear. As the inventor of Ficklets, the original eyewear charms for kids eyeglasses, it’s no surprise her creative style and inventiveness have yielded a strong demand in the eyewear fashion industry.
Here’s how it all got started and how she can help you reframe your career.
Tell us a little bit about your direct sales company, GEMM, and how it got started.
Launched in February 2016, GEMM is a women’s facial fashion™ and jewelry brand. The GEMM concept is an evolution of my original idea I patented eight years ago called Ficklets, an idea that was inspired by my daughter with special needs who wears eyeglasses. Ficklets are interchangeable charms that attach to most kid’s eyeglasses and were marketed and sold to independently owned optical shops, boutiques (nationally and internationally), and in Walmart Optical US.
Since the conception of Ficklets, my vision (no pun intended) of the company was to expand the product line to include frames and jewelry pieces for versatility, fun, and interest. After all, the original idea was created to make eyeglasses fun. And truth be told, I am my best customer! Like jewelry, I view sunglasses as an accessory and have always had multiple sunglasses to change out depending on outfit, event, or mood. And what better way to amp up your accessory game with a versatile, interchangeable gem that can be worn on both eyewear and jewelry. It’s fresh, modern, and fun!
Do you have any previous experience in sales or the direct selling industry?
Prior to launching my company, my career focused around retail and wholesale sales mainly in the European luxury arena. My first exposure specifically to direct selling was during my teenage years when my mom was a direct sales consultant and hosted many home parties for several years. My siblings and I were tasked to organize inventory and deliver orders. Then in my early twenties, I attended several home parties and eventually joined a direct sales business. Becoming a direct sales distributor was one of the most positive and educational experiences, and I believe helped plant the seed for GEMM.
How did you know it was time to move on from Ficklets?
It was always in the plan to expand the product line to include eyewear and after landing the Walmart account, I felt the timing was right to make the pivot and take the business to the next level.
GEMM offers a work-at-home business opportunity for women – tell us more about this.
After accomplishing a certain level of success with Ficklets, I came to the realization that if I’m going to dream big, I want the journey to count for something and impact people in a more meaningful way. For me, adopting the party plan business model was the perfect vehicle to accomplish my big picture goal and share this amazing entrepreneurial journey with others.
GEMM’s tagline is “Frame Life Your Way”; a play on words and truly reflects my life philosophy and belief that you have the power to create the life you desire. My big vision for GEMM is that it provides a path for women to invest in their dreams and inspire them to live boldly, brightly and abundantly.
What are the startup costs for becoming a GEMMpreneur, and what does the startup kit include?
There are two options to launch your GEMM™ venture:
- $149 Basic Kit – business and sales tools, two sunglasses, and 12 interchangeable gems.
- $299 Business Builder Collection – business and sales tools, seven sunglasses, 24 interchangeable gems, and one cuff bracelet.
What advice would you give to a new consultant on how to build a successful business?
To help get a new GEMMpreneur off to a strong start, we have an in-depth strategy meeting, and the first goal is to hone in on her long-term vision. Once we understand what that is, I show how her GEMM venture can bridge her from her present position to her big-picture goal. The next important, crucial goal is to set action and momentum in motion. We do that by getting her initial guest list started and schedule her first pop-up.
I also try to provide a new GEMMpreneur with some positive and encouraging direction. Have fun and don’t overthink the process. Take consistent, purposeful actions, stay fearlessly focused on your big-picture goal, know that when you feel fear, or feel like you’re out of your comfort zone, this only means you’re growing and stretching, and that’s always a good thing in life. Most importantly, embrace the new journey you’re embarking on and know that with commitment and hard work, anything is possible.
What has been your biggest struggle as an entrepreneur?
Product development was the biggest struggle. GEMM™ is a patent-pending design, and since I was creating a new concept, it was a challenge to find the right manufacturers to develop our line of products (sunglasses, interchangeable gems, and jewelry pieces) that will complement and cohesively work together.
As a mom to a special needs daughter, wife, and busy entrepreneur how do you manage it all?
My special needs daughter is my biggest inspiration in life and the person who helped me discover my life purpose and the dream in my heart. My faith and my husband are my secret weapons to making it all work and the reasons I’m able to pursue my dreams. I’m blessed to have a husband who believes in me and is humble enough to take a position of follower. Our tagline sums it up perfectly: If your heart and intentions are in the right place, I truly believe you can “frame life your way!” ™
Thanks, Ros for sharing your story!