Cynthia Waddell knows how to make a hostess look good.
Waddell owns Heavenly Hostess, which makes upscale aprons reminiscent of those worn by housewives in the 1950s.
The Orange-based company employs four workers and is targeting $1 million in sales next year.
Heavenly Hostess buys fabric from local vendors and contracts with a factory in Santa Ana to have the aprons sewn. All of the products are designed and packaged at the company’s 1,500-square-foot headquarters.
Waddell’s aprons sell for about $36 to $100. Her cocktail aprons are made out of fabrics such as lace, satin and organza. They’re short, layered and sometimes tiered and embroidered with patterns, beads and sequins.
Heavenly Hostess also makes halter aprons that look more like party dresses rather than the boring, old canvas kinds that are decorated with chili peppers or slogans like “Kiss the chef.”
Instead, these halter aprons are made out of quilters’ cotton and come in bright colors and loud prints. They’re fitted at the waist and have A-line skirts that flare out.
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Apron: reminiscent of those in the 1950s |
Waddell likes to call her aprons “couture” and “luxurious” but insists that they’re practical.
All of Heavenly Hostess’ aprons can be machine washed and tumble dried or hand washed and line dried.
Waddell started Heavenly Hostess three years ago after spending more than 20 years in the technology industry. She most recently was a regional business manager for Arrow Electronics Inc., a New York-based distributor of computer products and electronic components.
Waddell may be techie but she’s a natural born party girl, she said.
Waddell always liked throwing dinner parties for family, friends and co-workers. Her only complaint was that she could never find high-quality aprons that looked good enough to wear in front of company.
Growing up, she admired the fancy ones her grandmother wore when she threw parties and longed to have her own. Such nostalgia pushed her to start Heavenly Hostess.
“I started this business because I wanted to bring elegance back to the hostess’ wardrobe,” Waddell said. “There’s a need for it.”
It took Waddell about two years to get her research, designs and contacts,such as for buying fabric,in order. She launched her first line last year. She’s now selling her aprons online and at more than 50 high-end home goods and gift boutiques across the U.S., including Alicia’s in Brea and Fleur de Lys in Costa Mesa. Waddell hopes she can get her aprons in upscale department stores such as Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue in a few years.
“They could fly off the shelves there,” she said.
Waddell said going from a career in technology to clothing was challenging at first. She used her own money to get the business started, which wasn’t cheap, she said.
Waddell had to learn about sizing, patterns, grading,the scaling of a pattern to a different size,and labels. She also had to figure out where to buy fabrics, how to get her products made and how to manage inventory, she said.
“It was frightening at first. I walked away from a high paying position to start something totally new,” Waddell said. “There was a lot to learn but it was a lot of fun. I kept faith in the fact that I was carving a niche in a market that was virtually untouched.”
Since Waddell started Heavenly Hostess, trendy cook wear has become all the rage as culinary arts has exploded with the popularity of TV channels such as the Food and Fine Living networks.
Companies such as Glendale-based Kitsch’n Glam Inc. and Connie Johnson De-signs of Washington, D.C., also are making pretty, frilly aprons.
So far, the demand for Waddell’s aprons has been strong, she said. Celebrities such as Cameron Diaz and the cast of “Desperate Housewives” wear Heavenly Hostess aprons.
Waddell said she’s considering getting into celebrity gifting to further promote Heavenly Hostess’ brand and image.
For now, Waddell’s mostly focusing on aprons. She’s looking at a line of headbands, too, with similar frilly fabrics.
“I just want to focus on what I’m good at right now. It’s too early and too complicated for me to get deeper in apparel,” she said.
Later down the road, Waddell said she wants to design more aprons and come out with a tableware line.
Chocoholics
A little bit of change is sweet for Bodega Chocolates Inc.
The OC favorite not only moved from Costa Mesa to Fountain Valley, but it’s also kicking off a different sales strategy.
Last year, Bodega Chocolates closed its shops at South Coast Plaza and The Grove in Los Angeles. It moved production, packaging, warehousing, sales, marketing and retail to its new headquarters in Fountain Valley.
The company’s taking a page from Irvine-based Cookie Lee Inc., which sells jewelry via the home party, direct sales model. Cookie Lee sells jewelry wholesale to “consultants,” who in turn host parties and drum up sales. It’s grown sales from $5 million in 2000 to $150 million this year.
Bodega Chocolates is looking to use a similar model, tapping consultants to sell chocolates and other goodies to companies, nonprofits, schools and other groups, according to cofounder Martucci Angiano. Consultants could make a 20% to 30% profit off of such sales, she said.
Bodega is only using 12,300 square feet of the 20,000-square-foot building in Fountain Valley. The extra space will come in handy as the company continues to grow with its new sales model, according to Angiano.
The company makes gourmet chocolate truffles, syrups, cookies, chocolate and caramel apples and brittles, among other sweets. It counts a little less than $10 million in yearly sales.
Angiano, J & #269;ne Paz and Pat Brotman started the business in 1996 with old, secret recipes that stem from their families’ Spanish roots.
They started Bodega Chocolates in a small factory on Pacific Coast Highway in Dana Point and later moved into a larger facility in Costa Mesa, near John Wayne Airport. They soon ran out of space in Costa Mesa, prompting the move to Fountain Valley.
Bodega Chocolates is eyeing similar growth as that of Cookie Lee, according to Angiano. The company’s chocolates make great gifts for everyone and for every occasion, she said.
“We’re really excited about the multilevel marketing. It could grow our business exponentially,take us sky high,” Angiano said.
Bodega’s employment is seasonal. It counts about 30 to 35 workers during the off-season and beefs up for the holidays with about four to five times more workers, Angiano said. The company could have to hire more workers in the future as it continues to grow, she said.
Bodega still plans to continue to focus on growing its presence in gourmet food stores, Angiano said. The company’s also considering partnerships that could team Bodegas products with wine and other high-end items, according to Angiano.
No Granny Panties
San Clemente-based myLacys makes underwear with moisture protective liners for women who suffer from problems such as incontinence.
The underwear are made with anti-microbial treated micro-polyester and Lycra that’s tightly woven to absorb moisture. They come in black, white and nude and are a far cry from “granny panties” with their boy cut, bikini, brief, French cut and thong styles, said Carol Barge, founder of myLacys.
Barge started myLacys three years ago after she saw a need for attractive, moisture protective underwear. Everything on the market that was made for women with incontinence looked more like diapers than regular panties, she said. She thought about how women dealing with incontinence often feel self-conscious while wearing diaper-like panties. She said she couldn’t understand why no one was making sleeker underwear.
Barge spent about $300,000 researching, testing and making her products. In November, she filed for a patent. In March, she launched her first line, which she sells on her Web site and at boutiques in OC. MyLacys’ panties sell for about $17 to $19 apiece.
Getting her business off the ground was expensive, stressful and time consuming, Barge said. But the time and energy spent on myLacys was all worth it, she said.
“The whole process was fascinating but daunting,” Barge said. “I would get really excited with my research and testing but ultimately it was really difficult getting it off the ground.”
Barge designs the panties from her home in San Clemente. She buys fabric from Taiwan and taps Royal Apparel Inc. in El Monte to sew and package her panties. The product is then sent to a fulfillment warehouse in Irvine and shipped directly to consumers and retailers when ordered.
Barge said she wants to grow the business by partnering her technology with other undergarment companies. She’s also interested in making undergarments for other clothing companies, Barge said. She said she’s even considered bringing in investors or being acquired.
Barge, who doesn’t have any workers, said she is planning to hire a couple of people this year. She’s also expecting to hit $500,000 in sales this year.
