• 59°

Business owner attributes success to ‘lipstick theory’

By Susan Shinn
Local women involved in direct-sales business agree with Jennifer Carracio, who says that these niche businesses are untouched by the economy.
Jennifer is a director with Thirty-One, a business which sells purses and other accessories through home shows.
Lori Tatarka of China Grove thinks she knows why direct-sales businesses are doing so well right now.
“I think it’s the lipstick theory,” says Lori, who sells lia sophia jewelry. “When women are down, they’re still gonna buy their lipstick. They want to feel good about themselves. That’s why my business is hopping.”
Lori has been selling the high-quality costume jewelry for about a year.
“I had been a stay-at-home mom for about 10 years and I just wanted to do something different for myself,” she says. “I had been to several shows, and something about it just spoke to me. It’s been very well worth it. I am so busy.”
Lori typically does four shows a month, but, she says, “This month alone, I have nine shows. My sales are up.”
Lori thinks hostess benefits ó in which hostesses receive free merchandise based on show sales, are an especially good incentive right now.
“When you have companies willing to put items out there to entice women to have shows, it’s great,” she says. “People think it’s too good to be true, but it’s not.”
Suzanne Everett of China Grove is a star recruiter and an independent beauty consultant with Mary Kay.
“It definitely is a recession-proof industry,” she says of direct sales. “There’s a lot more women coming on right now because their husbands are losing their secure jobs.”
Even in tough times, Suzanne says, you buy essentials ó and for women, that includes make-up.
“You can’t control the market, but you can control your appearance and your attitude,” she says.
Loyal customers, she says, evolve because of customer service ó getting orders delivered as soon as possible, and remembering special days such as birthdays.
“You become familiar with your customers and what’s going on in their lives,” she says. “it’s just a great opportunity to be around positive women and feel good about yourself and look good.”
Right now, Suzanne says, there are special incentives for new recruits.
“It’s a good ‘Plan B’ for families,” she says. “It’s steady.”
Lori agrees.
“I’m sure there are direct-sales businesses that are taking a hit,” she says. “But I’m telling you what, I am not one of them.”


Comments closed.


Kannapolis Police searching for suspect who fled scene of homicide


RSS superintendent talks district’s future, strategic plan survey


Complaints and fines pile up against unpermitted landfill in southwest Rowan County


Catawba baseball: Crowd comes out to say goodbye to Newman Park


History is a great teacher: Farming has helped shape Rowan County


‘A safe place for them’: Timeless Wigs and Marvelous Things celebrates fifth anniversary

China Grove

County will hear request for more tree houses, hobbit-style homes in China Grove


Livingstone College partners with Health Department to administer 500 Pfizer vaccinations


‘Elite and it shows’: Staff at Partners in Learning at Novant celebrate news of national accreditation


Biz Roundup: Food Lion earns Energy Star award for 20th consecutive year


Ester Marsh: What body type are you?


The queen says goodbye to Philip, continues her reign alone


Worldwide COVID-19 death toll tops a staggering 3 million


US, China agree to cooperate on climate crisis with urgency


Sikh community calls for gun reforms after FedEx shooting

High School

North Rowan romps into second round of football playoffs


FBI had interviewed former FedEx employee who killed eight


Gastonia man sentenced for crash into restaurant that killed his daughter, daughter-in-law


Some call for charges after video of police shooting 13-year-old in Chicago


State unemployment rate falls to 5.2% in March


NASCAR approach to virus vaccine varies greatly


Judge rejects Cherokee challenge against new casino in Kings Mountain


Jackson tops NC Senate fundraising; Walker coffers also full


Kiwanis Pancake Festival serves thousands of flapjacks for charity