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Face-it, we needed it

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A DISAPPOINTING shopping experience was the catalyst for Nicole Jureidini’s world-first business idea.

She created Face-it, a disposable face scarf designed for use in women’s fitting rooms.

The scarf protects clothes from makeup, sunscreen and perspiration.

“In 2002, for my birthday I was given a top and the colour didn’t suit me, so I went back to the store to exchange it,” Ms Jureidini said.

“I tried on five things and three I wanted to buy, but they had marks on them. I ended up leaving the store with nothing.”

She said stores such as Wolford and Hugo Boss were successfully using Face-it scarfs and in the process had saved money on expensive dry-cleaning of marked garments.

“It works out to be about 30c per scarf which is much cheaper than dry-cleaning a garment,” she said. “In this economic climate, a lot of retailers are looking at how they can cut costs.”

Having searched the world for a similar product, Ms Jureidini realised hers was an original idea. She went through lengthy patenting and trademark processes to ensure she protected her invention.

Despite the success of the company, she also maintained a part-time job as a dental hygienist.

“I am working all the time,” she said. “We have now started online purchasing and we have had interest from overseas.”

Ms Jureidini ensured all production of the product and its packaging were completed in Australia.


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Face it: A sock for your face

A new innovation is about to break into the fashion world, its a sock for your face for when you’re trying on clothes so that your makeup doesn’t smear onto your clothes.


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My Business meets … Nicole Jureidini of Face-it Scarves

In 2002 Nicole Jureidini went shopping, tried on some clothes and noticed unpleasant makeup stains left by other customers who had tried on the same items.

It turns out those stains are the bane of fashion retailers as marked clothes have to be dry cleaned or discounted.

Jureidin’s answer is the Face-It, a disposable scarf fashion retailers can make available in change rooms.

Ten years later, Jureidinihas a thriving business selling Face-It Scarves around Australia and numbers Max Mara and Hugo Boss among her clients. In this Q&A, she shares some of her experiences and advice for other entrepreneurs.

Q: What’s the one thing you wish you’d known before you started in business?

A: Starting with a business idea, turning it into a product and then taking it to market needs a great deal of commitment and time. Success doesn’t just happen overnight, and it often means working 24/7 to turn a dream into reality.

Q: What’s the best business decision you’ve ever made?

A: Never give up on yourself or your dreams. Starting and running a successful business is all about persistence – if you try something and it doesn’t work then move on and tackle it from another perspective. One of my favourite mottos is: “One door closes and another opens.”

Q: How do you delight customers?

A: People love good old-fashion service and attention to detail, so it always pays to add a personal touch in your dealings with customers. For example I like to add that element of surprise by adding bonus bundles of scarves for new customers and existing customers who refer new clients. This helps to build solid and enduring business relationships.

Q: Share your number one sales technique with us.

A: The key is listening to customers and delivering exactly what they need on time, every time. It is so important to consider the feedback of fashion retailers who use our product, as well as their customers. If it weren’t for this, Face-it Scarves would not be planning to develop a new product line – home packs for personal use.

Q: Favourite piece of business technology? Why?

A: My iPhone – its multifunction capabilities means I have everything I need including a diary, contacts, email and access to the internet. I take it everywhere so that I am always accessible.

Q: What’s more important in business: passion or preparation? Why?

A: Definitely passion. If you believe in your product passionately, then your ability to sell it is enhanced immensely.

Q: How do you relax?

A: Meditation is the most effective form of true relaxation for me and I’ve found that it brings inner peace, balance and clarity – which helps with making good business decisions.

Q: If someone gave you $100,000 and said “invest this in your business by the end of the week – or lose it” what would you do?

A: Of course I would invest it in my business! But before investing the $100,000 I would determine the expectations of the investor.

I would be keen to invest the money into further product development – we have a great track record in aligning supply of a product with market demand.


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Face-it: Stores introduce change room face veil to keep clothes clean

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Shoppers are being asked to don the protective mask to try on clothes by retailers sick of stock getting stained by heavy lipstick and makeup.

MaxMara, Country Road and Max & Co have already taken up the product, with large department stores in discussions to roll-out the “Face-It” scarves in their change rooms.

Face-It inventor Nicole Jureidini said her product is made from the same material as surgeon theatre caps and stocked in more than 200 stores nationally.

Ms Jureidini said the idea came from her mother, who used to wear a scarf to try on clothes, and from the masks she saw in her job as a dental hygienist.

“In my mind it’s a bit like dental floss,” she said. “When it first came out nobody knew about it or wanted to use it and now everyone wants to know more.”

High-end Sydney fashion boutique Library Woman has started using the masks and manager Jackie D’Sylva told news.com.au they were saving hundreds of dollars each month in forced discounting and dry-cleaning bills.

“Women don’t understand that when they do have makeup and lipstick on that it is a big hazard to the clothing,” Ms D’Sylva said. “Particularly because all our shirts are white.

“They’ll try ten shirts on but they only need to use one scarf, so it’s worthwhile because it saves us dry-cleaning 10 products. I think they should be mandatory in all stores.”

The Sydney store manager said the product had been well received by her customers with some even wanting to purchase the product to wear while getting dressed at home.

Shopper Carla Cutrone said she surprised at first when asked to apply a Face-It scarf but said it “made sense”.

“It does feel a bit weird when you first put it on, and I guess it looks a bit strange too but I actually reckon it’s a great idea,” Ms Cutrone said. “I wouldn’t be surprised if more stores started making you wear them.

“It’s often quite frustrating when you go to buy a dress and the only one left in your size has makeup all over it because someone else has ruined it with foundation.”


To view the original article click here

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Face-it: Stores introduce change room face veil to keep clothes clean

396975-face-it

Shoppers are being asked to don the protective mask to try on clothes by retailers sick of stock getting stained by heavy lipstick and makeup.

MaxMara, Country Road and Max & Co have already taken up the product, with large department stores in discussions to roll-out the “Face-It” scarves in their change rooms.

Face-It inventor Nicole Jureidini said her product is made from the same material as surgeon theatre caps and stocked in more than 200 stores nationally.

Ms Jureidini said the idea came from her mother, who used to wear a scarf to try on clothes, and from the masks she saw in her job as a dental hygienist.

“In my mind it’s a bit like dental floss,” she said. “When it first came out nobody knew about it or wanted to use it and now everyone wants to know more.”

High-end Sydney fashion boutique Library Woman has started using the masks and manager Jackie D’Sylva told news.com.au they were saving hundreds of dollars each month in forced discounting and dry-cleaning bills.

“Women don’t understand that when they do have makeup and lipstick on that it is a big hazard to the clothing,” Ms D’Sylva said. “Particularly because all our shirts are white.

“They’ll try ten shirts on but they only need to use one scarf, so it’s worthwhile because it saves us dry-cleaning 10 products. I think they should be mandatory in all stores.”

The Sydney store manager said the product had been well received by her customers with some even wanting to purchase the product to wear while getting dressed at home.

Shopper Carla Cutrone said she surprised at first when asked to apply a Face-It scarf but said it “made sense”.

“It does feel a bit weird when you first put it on, and I guess it looks a bit strange too but I actually reckon it’s a great idea,” Ms Cutrone said. “I wouldn’t be surprised if more stores started making you wear them.

“It’s often quite frustrating when you go to buy a dress and the only one left in your size has makeup all over it because someone else has ruined it with foundation.”


To view the original article click here.