Interview with Sheena G. Edwards – Entrepreneur and Direct Sales Diva

Interview with Sheena EdwardsTell us a little bit about yourself and your entrepreneurial journey.

I am the mother of three kids:  Emily (12), Lizzie (9), and Vince (5).  My journey as an entrepreneur began in July of 2008 when I started researching and developing my own shoe line, Lizzie Lou Shoes. In May of 2009, our first line of women’s crystal flip flops launched in the San Antonio market.

Lizzie Lou Shoes has been successfully producing flip flops ever since.  I love owning, designing, and selling Lizzie Lous, and I plan to continue this business for years to come.  Recently I came to the realization that to take my business to the next step would mean increasing the retail cost of my shoes.  To truly expand, I would have to hire sales reps and list my shoes in show rooms around the country.  After meeting with several successful showrooms who wanted to carry my line, I realized I wasn’t interested in increasing our retail prices by over 20 percent.  This was a hard decision and one I may re-visit in a few years, but for now I am happy steadily growing my business on my own.

I’ve had success growing Lizzie Lou Shoes through social media, and I’ve started assisting other businesses with their social media goals.  I contract with a local marketing firm to handle all of its clients’ social media initiatives.  I assist them with Facebook, Twitter, Pinterest, YouTube and more.  I find this work very fulfilling, and it seems to constantly lead me to new opportunities.  It also allows me to work from home.  I love being able to be there when the kids come home from school.

Recently, I have added yet another business title, “Beauty Society Diva.”  Last December, I met some local Divas while doing a home show with my Lizzie Lous.  Several of their happy customers told me stories about how much they loved Beauty Society’s amazing skin care line.  The more I talked to these women, I realized I had to try the products myself.  I originally signed up to be a Diva with the intent to pay for the startup kit and reap all the benefits of being a Diva, but I hadn’t really planned on selling the products.

After a few months I fell in love with the Beauty Society products that gave me beautiful skin, and also the people and guiding beliefs behind the company.  My friends started to notice how my skin was improving and looking younger and they began asking me if they could try the product.  So it was that simple—I started sharing it with my friends and they fell in love with it, told their friends about it, who told their friends, a voila!  I had a great base of happy customers.

Especially satisfying is that my 12-year-old daughter Emily loves Beauty Society’s products and how it has changed her teenage skin!

What makes Beauty Society Different from other skin care lines?

Beauty Society offers its customers a 12-month money-back guarantee on skincare and 30 days on makeup. This just proves how confident Beauty Society is that their customers will love it.

As a company with a conscience, Beauty Society instituted a TREASURE NOT TRASH skincare refill program.  They are proud to be the only skincare line on the planet offering such a comprehensive “Green” initiative. The skin care line is also paraben, sulfate, and cruelty free.

What did you do before launching your first business, Lizzie Lou Shoes?

I was a stay-at-home mom for 8 years.

How did you fund your business?

Becoming a Diva with Beauty Society is very reasonable and there are 3 options ranging from $250 – $950.

How many hours do you work a week and how much is spent is your home office?

Right now I am probably only working 2-6 hours a week on Beauty Society, depending on if I have any facial events planned.  Obviously you could work more hours and be expanding your client base much faster.  My social media accounts are currently billing around 10 hours a week.

How would you rate your success?

My most recent accomplishment was grabbing a new national social media account–Beauty Society.  I’m managing some of their social media accounts and assist with training their Divas on how to get the most out of Pinterest.  I LOVE it and I am flattered that Beauty Society has put its faith in me to help expand its brand recognition via social media.

What has been your biggest business struggle as an entrepreneur?

I think owning my own business can be hard enough because so much falls on my plate.  However, I also get to decide when I work and how much I work.

What advice would you give to a new entrepreneur?

Find something you love to do. I can’t say this enough.  Especially if you want to work hard and put in lots of hours. The more you enjoy it the harder you will work and the more successful you will become.  Also never be afraid of an opportunity, you just never know what it can lead you to.

How do you manage all of your personal and business activities?

Juggle, juggle, juggle and I write everything down.  I schedule meetings, due dates and action items on my ipad/ipone calendar to ensure that I don’t miss anything important.  But with all I do, I often just can’t get it all done, but that’s okay most days.

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