Entrepreneurial
blood had always coursed through Sophia’s Greek-American family. She grew up surrounded by business owners,
with one grandfather running a piano shop, the other in charge of a motel. Her father sold mortgage loans, and her
mother was a realtor. No one she knew
worked “normal” 9 to 5 jobs for guaranteed salaries. Sophia herself started buying books on business
startups at the age of 9, and she was the “president” of her street’s lemonade stand.
When Sophia
was 10 years old, both her parents lost their jobs due to the economic recession,
but they taught her how to adjust and move forward. They cut up their credit cards. They took Sophia out of private Catholic
school to save the tuition money. And they
got a family paper route that had Sophia leaning out the window of her father’s
Jeep at 6 a.m. delivering newspapers.
They got by.
Sophia’s
first real job was in high school as a “sandwich artist” at Subway. There, she took note of her directionless
co-workers – many of them high school dropouts – and vowed to be different, channeling her
ambition into making sandwiches as efficiently and perfectly as possible. She was restless in her suburban life, though,
and eventually left school to complete her education on her own, receiving her
diploma in the mail.
By the
time she was in her early 20s, Sophia had worked ten different retail jobs,
including a shoe store, record shop, and two photo labs. She was attending art school as a photography
major and began to wonder about her life’s direction. She spent her free time online. She noticed a lot of people selling vintage
clothing on eBay and promoting themselves via MySpace. Sophia wore nothing but vintage clothes herself,
and knew where to buy the good stuff at the best prices. She also felt she had a sense for what would
sell and how much to charge. She looked
at the eBay stores and realized, “I could do that.”
Convinced
that with her eye for style and bargain-shopping expertise, she could actually
do better, Sophia began buying items in her local vintage and thrift stores and
selling them on eBay for three to five times what she’d paid. She used her photography skills to take artful,
edgy pictures of the clothing she was selling, using friends to model them and obsessing
over their poses to maximize the clothing’s appeal. She scoured flea markets and estate sales
looking for hidden treasures. One cheaply
made thrift-store sweater sold for $550, and a vintage Chanel jacket she bought
from the Salvation Army for $8 sold in her eBay store for $1,050. These victories bolstered her confidence that
she was definitely onto something.
Sophia also
realized she was as fluent online as her young customers. After a year and a half on eBay, she had
30,000 MySpace “friends” and was bringing in roughly $115,000 in sales. But she was itching to make the business even
more her own.
Sophia
created her own website. She started driving customers to her site through
feedback emails after customers made purchases through eBay. Soon, eBay banned her from their site for doing
so, but it was just the push she needed to focus her efforts on establishing
her business as the destination to
buy vintage clothing online.
By
targeting young women with style sensibilities similar to her own and making her
site more like a fashion magazine than an online store, Sophia built a vast
community with more than 150,000 Twitter followers and over 1,000,000 Facebook
friends. Just four years after moving
off eBay, her company, Nasty Gal, a name taken from a song by ex-runway model and
singer Betty Davis, became one of the largest online fashion retailers on the
planet. Sophia Amoruso seems to just be
getting started as she expands her brand with a signature shoe line, clothing
line, and magazine, all while earning Inc. Magazine’s Fastest Growing Retailer
award in 2012.
Curious
about launching your own business? Start
by answering these questions: What
genuinely interests you? What would you
do for free? When you follow your
interests, you become engaged and energized. You persevere through difficult situations and
over time, often become great at what you do.
And becoming great at something helps make you unique, which is the best
way to create value with your life.
Wouldn’t it be amazing if you could do what you love and positively
impact the world around you at the same time?
Become
the C-E-O of Y-O-U, and remember that passion will always be in fashion.
Until next week...
Live Your Dreams!