Sheri Schmelzer: Accidental Entrepreneur (page 2 of 2)

Getting Ahead with Sheri Schmelzer

What did you learn while building the company?
Patience. As a mom and a wife, I wanted everything done my way. I was unwilling to let go of any part of it until it was perfect. So I've had to learn to slow down. After a few years, I finally get it: Nothing happens overnight.

Did you have a business plan?
No. Rich says a business plan takes so long to develop and is so tedious and not fun that if you spend all your energy on that, there's nothing left. You've lost your creative drive.

Was it difficult having to hire people?
We have an amazing crew, but it was hard at first. I wanted to be around the corner listening to their calls to customers, making sure they were saying the right thing. But after doing that for about 48 hours, I had to let go.

Do you ever wish you'd had formal training in design?
There are times when I want to get on my laptop and see my idea right away. But I've got all these talented designers around me, so I'd rather focus my energy on coming up with the next cool thing.

What shoes are you wearing today?
They're lace-up sandals by Crocs, but they don't have holes in them! So I decided to express myself on my purse- I designed a leather tassel, braided with 12 grommets
for Jibbitz.

Has money changed anything in your life?
Now I can relax about paying for the kids' education. We didn't go out and buy new cars or a new house. The money means security. And validation.

Is there anything you won't turn into a Jibbit?
We laugh at some of the suggestions we get. We've been asked to design Jibbitz with body parts and guns. I won't do that.

What do you hope your kids will take away from this experience?
That if there's something they want to do, to get up and do it. And I want them
to know that work is something to be passionate about.


How do you balance work with your family?
It's about time management. Rich won't let me bring my computer home.

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Back in September 1996, I returned from Russia after living there nearly two years. One of the biggest changes during my absence was the advent of the Internet. My sister decided to surprise me by creating "welcome home" signs in Russian. She went to a website that offered translations and typed in "Welcome Home, Cole." She then printed the translated phrase onto about 20 colored cardboard signs. When I got off the plane, the first thing I saw was my family, excitedly waving posters printed with a strange message. My sister gave me a big hug, and pointed proudly to Read More

-- Cole M. Crittenden