Time moves fast for couple's venture
By Maricar Cinco
Southern Luzon Bureau
First Posted 19:12:00 05/18/2008
Filed Under: Entrepreneurship, Internet, Retail
SAN PEDRO, Laguna--Who would have thought that a few clicks on the Internet would bring couple Rudyard and Judith Cinco (not related to the author) their fortune?
From a Multiply site, to seasonal bazaars, the Cincos now run three outlets of Imagerè Fashions in malls. The couple is the sole authorized dealer of the Claudia and Alexus Christy timepieces in the Philippines.
In July last year, Judith retired from her job as a training and development manager, thinking that office stress and fatigue were delaying her pregnancy. Yet, she wanted to start a home business that would not be as demanding as her previous job.
She found goods to sell such as China-made wallets and pendants from the Internet, but the first few attempts flopped.
Determined to put her savings into something lucrative, Judith gave it another try with the Claudia and Alexus Christy watches.
"At first I was really hesitant because they (suppliers) were requiring a big bulk for the initial order, and I hadn't seen the watches."
After haggling from 1,000 down to 50 pieces for the initial order, Judith started selling to friends. She and her husband were surprised that all 50 watches were immediately sold out.
They formalized their local name, Imagerè Fashions, in September.
Claudia and Alexus Christy timepieces are fashion watches manufactured in Malaysia but use Japanese mechanism.
Via Multiply
Starting as home-based entrepreneurs, most of the couple's transactions were done over the Internet.
Judith created a Multiply account where they made their first sales.
Multiply is an online social networking service commonly used to share photos, videos, or blog entries to the person's direct contacts. It also has a module on Marketplace that allows users to share interests in purchases.
"I started to get good impressions from (online) buyers, which served as our ticket to inviting more people to buy Claudia and Alexus Christy watches."
Buyers would also volunteer to be added to the contact list for regular updates on new watch models and designs.
The payment mode is similar to eBay.com, a popular online auction and shopping website. Buyers deposit payment over the bank and the merchandise is delivered to them through a courier service. Shipping usually takes overnight if the buyer is within Manila and two to three days to those outside the metro.
Judith shares the pros and cons of an online business. Not having to leave the house and still earning is an advantage to her. She also notices a quick turnover through Multiply because it allows them to reach most number of Internet users.
The challenge, however, is assuring the buyers that the business is not a scam and that they are getting quality products and what they paid for.
"What we have established is the integrity and credibility of the business," Judith says.
The Cincos encourage those who have already purchased their products to post their impressions and comments on the Multiply account as a testimony of a fair transaction with the buyers.
Consignment
After a month of working online, the couple decided to join trade fairs and bazaars.
Rudyard and Judith ordered supplies almost everyday, which increased from 50 to hundreds and later to 2,000 watches per month.
It was also through the bazaars that they were able to invite dealers from Manila, Tacloban, Iligan, Naga, and Cabuyao.
By January, Imagerè Fashions opened an outlet in Rugged Door at the Podium and then in Cinderella at SM Mega Mall and Glorietta.
Judith says they try to use a "multi-approach to maintain visibility in the market" through the Internet, bazaars and a store.
She says outlets in malls give their buyers more security in case they want to avail of the warranty or service for the watches.
Judith describes fashion watches as usually colorful, detailed with gem stones, and with designs versatile to both male and female users.
"A new trend in the Philippines today is shifting from conventional to fashion watches that suit one's personality and attire," Judith says.
With the fast growth of the business, the couple now looks forward to getting more distributors.
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