FEATURING ... Susan Barone

What term do you prefer when referring to "plus-sized" people? Why?

That is an interesting question. I think different people prefer different words to describe this market. Many times I use the word Plus Size. This seems to be the most commonly used term in the industry. In my research on keyword searches on the Internet, I found that the word "plus size" was the number one search term used among our consumers. My goal is to let the consumer know that www.UniquelyMe.com is the place to go to find any and all plus size fashions, as well as, find out how we are implementing change in the plus size market. As a result, we use the word plus size all through our site, so when the consumer does a search, we will come up. Yet, we do not want to offend anyone who does not like the term plus size either. We merely want them to find our site so they can benefit from all our hard work we do on their behalf to get them what they want.

How do you feel about the blossoming of the "plus-sized" fashion industry?

I LOVE IT!! It is great to see all the wonderful fashions that are now available to the consumer and it will only get better. I encourage everyone to speak up and ask for what they want. Write to the stores, manufacturers and / or directly to the designers whom make the product that they want. If we all consistently do this and then put our money where our mouth is, we will get what we deserve. But, you must support those manufacturers that step out and create merchandise for you. You cannot buy everything on sale. You must support those that create the product and buy some merchandise at regular price too or they will never survive.

How did you choose your career and what breaks facilitated your success?

I knew from the time I was a little girl that I wanted to be in the Fashion Industry. After going on a study tour to New York, while I was in college, I knew that I wanted a job either selling textiles or working in a showroom. So, I packed five suitcases and a one way ticket to New York and I flew up here from Missouri. Always working hard and never taking NO for an answer created recognition within my field as someone who achieves results. I went from an Account Executive, to a Senior Account Executive, to a Sales Manager, to a Division Head by always doing what I said I would do. To be honest, I do not feel like I ever "got a break". I forced my way into promotions and the jobs I wanted. What I learned from my superiors is what gave me the tools to be successful at what I do.

Did you encounter prejudice or obstacles because of your size? If so, how did you cope?

I feel I encountered more prejudice for being a woman than not being the "perfect" size. I always made sure I looked professional and bought clothing that "fit" me. I learned how to look good no matter what size I was. For me, when I look and feel professional, I exude confidence. When you exude confidence, others pick up on that. I would always focus my customers on what I was selling and how I would help them make money. I would focus my superiors on my plan to create sales within the division, which in turn makes them money. When I would prove my worth then I would demand a certain salary and I too would make money. Those elements were the bottom line and as long as I could achieve those goals, what size I was never became an issue. Overall, in business I find that I have been most successful when I put the success of others first. Because if you can help someone else achieve their goal then you become valuable to them and your success is their success and vise verse. This may not be the typical corporate mindset but it has worked for me and I sleep better at night.

How did uniquelyme.com get started? What was your inspiration/motivation?

My inspiration..... is all of you out there, like myself, who feel like our segment of the population has been ignored for way to long. I wanted to make a difference for all of us. In the beginning of 1999, I got to see just how evident this void was in catering to our segment of the market. The Rosie O'Donnell Show started a program for the Millennium called the Chub Club. Its motto was "Eat Less and Move More" get healthy for the Millennium. She started The Chub Club and over 300,000 people joined. As this program was going on I felt like there was more potential in catering to the Chub Club. After reaching the year 2000, I felt like the Chub Club should move on to the next level and "Eat Less, Move More, and Look Great". I thought the feedback on the wants and needs of 300,000 people would be rather influential in changing the face of the plus size market. So, I began my quest to figure out how I was going to do this.

I was already rather web savvy, but I took a package of classes called "The Internet Professional". I spent months researching and learning all about the web, marketing on the web. In addition, I learned many software programs so we could design and manage this Website ourselves. I wanted to combine my skills from the fashion industry with my computer skills and create a business that I could run out of my home, so I could be with my kids too. Commuting 4 hours a day does not leave much time for your family. I had left the industry three years prior to work part time in my husbands company and be with my children. But the fashion industry was still in my blood and I wanted "back in" and I wanted back in on my own terms.

My goal with the website was to break the communication barrier between the manufacturer, the retailer and the consumer with the information gathered at www.UniquelyMe.com. I knew that I would be able to present this information to the manufacturer "in their language". Cheryl Anderson, my partner and sister, and I wanted to share all our knowledge on how we have dealt with being plus size women over the years. Our motto is "Let us help you feel beautiful on the inside and look fabulous on the outside." We also have a pure e-commerce site called www.AlwaysForMe.com. This site was created out of requests for specific items from the UniquelyMe.com site. Over the next year I will be finding all those "hidden jewels" and selling them on myAlwaysForMe.com site. If we cannot find the merchandise through our portal site, then we will find it in the market and begin carrying at AlwaysForMe.com. www.UniquelyMe.com is much more than just a web portal with links to a bunch of stores. We do personal shopping for our customers. We will find what they are looking for and then create a direct link to the product and e-mail them back. All the customer has to do is double click on the link and they are right where the merchandise is. We also are actually involved in the industry in many aspects from working with vendors to participating in events and fashion shows across the country. One of us reads every e-mail that comes through. We take what our UniquelyMe Customers say very seriously. We absolutely love what we do and the contact we have with our customers.

What kind of obstacles did you or do you encounter and how do you handle them?

There are two main obstacles. First, balancing family and work. This is very tricky. I am so obsessed with what I do that when I get a new creative idea I want to do it right away. Yet, there are times that this cannot happen because I need to be with my children or have special time with my husband. There will always be "things to do". Sometimes you have to just walk away knowing it will still be there when you get back. My advice to others is to "stay tuned into your families true needs." Sometimes it really is more important to snuggle up on the couch with your three year old and watch Big Bird than it is to close another deal. I am just glad that I am the one making those decisions and that they are not being made by some other person who does not care about my family.

The second obstacle is dealing with disappointing business relationships. It is very disheartening when you open yourself up to others and share your ideas with the goal being a "win-win" business relationship, only to find out others just want to take your ideas and give you nothing in return. Life is full of lessons and that is how I look at those experiences. As a result, I must be more creative and think of new ideas, which I do. I guess I should really thank them for being the catalyst for the new and different aspects at www.UniquelyMe.com and www.AlwaysForMe.com.

What do you like best about your work?

I love to go into Manhattan, visit the showrooms, and shop the lines. The pace of Manhattan is fast and furious just the way I like to do business. This job offers me flexible hours, if I allow it. Having a business out of my home I am able to employee other stay at home mothers who are looking for a creative outlet in the workforce without a 9-5 schedule. I love the fact that you can see your creative ideas turned into reality with no red tape. I love to express my creativity through the site. I am able to tap into so many different types of skills. I also love it when someone who works for me has a great idea and we just "do it" and they can see the results of their idea right away.

Both Cheryl and I love communicating with our UniquelyMe.com customers through e-mail and on the phone. We know we are making a difference and that is why we created this site to begin with. When I was at the 14+on 6th Fashion Show, a woman came up to me and said "Susan Barone, I have to meet you and let you know that your website, UniquelyMe.com, changed my life." She proceeded to tell me "her story" and how one of the stories on our site touched her and how our site made her feel like "she belonged". Wow, she made my year. I almost started to cry. THAT is what I love. Making a difference!!

Who is the hero or mentor that has inspired you along the way?

There are many people who have inspired me along the way, but there are one person whom I feel made a big impact on my life. Dr. Kitty Dickerson was one of my professors at The University of Missouri at Columbia. At times, she believed in me more than I believed in me. She encouraged me to reach for the stars and that I could do ANYTHING that I set my mind to. It was her influence that made me feel like I could move to New York and make it there. I always admired how professional she always presented herself and how smart she was. She was truly blazing a professional trial for other women to follow in. She taught me how to be professional, "shake a hand like you mean it" and have good eye contact.

What's the best advice or example your hero ever gave you?

Her words of wisdom were: "Sue, just remember when you are sitting in front of the CEO or President of any company that they are just another human being just like you are. They are no different than you." Those words rang in my head many times before a big meeting. I think they gave me a little extra boost of calmness before "dealing with the big cheese".

Do you have words of wisdom or inspiration to share with others about being plus sized, careers, or life in general?