img via Flickr

Before I dive headfirst into dispersing business advice, I’d like to say that I do not consider myself a business maven, yet. I’m an entrepreneur who was lucky to spot a niche and develop it. But then I realized how stupid it would be not to share when so many young entrepreneurial women are looking to start their own business or take an existing one to the next level! When I talk about commerce, it’s not because I claim to know everything about how the market works or how to build an empire. The purpose is to share how I did it, what worked for me, and how I’ve learned along the way. Hope some of you find this helpful and inspirational!

Questions asked by Alexandra H-T (good luck with your school project!)

When did you first start thinking about starting Lime Crime?

I enjoyed bright eyeshadows for as long as I can remember, but didn’t think of starting my own line until summer 2008. It took me 3-4 months to do all the research and get ready for the big jump. LimeCrimeMakeup.com was launched on Halloween 2008 – how very symbolic! :)

Why did you choose Lime Crime to be the name?

It used to be the name of my fashion line, active 2004-2006. I slowly transitioned into makeup tutorials and before I knew it, people began associating it with colorful makeup. When the idea of the makeup line was born, I knew there wasn’t a more perfect name for it!

Did you face any problems starting up?

Of course. My biggest concern was finding the right packaging, coming up with the colors, and building the website. I had to learn about PHP and eCommerce from scratch. Now that I think about it, the whole idea was nerve-wrecking – to make something that nobody else has. I knew I liked my makeup bright, but what if no one else cared? I’m very glad I got over my fear in the end and went through with the launch.

Other than the gap that you saw in the market for bright, blendable eyeshadow, why did you start Lime Crime?

For myself. I wanted a product I’d be 100% happy with.

Have you always had an interest in business?

When I was little, I overheard my mother’s friend say that “making money is better than sex”. She was quite a vulgar lady, yes, but I was intrigued. ;)

How about make-up? Have you had a passion for it early on?

More like a life-long fixation on glamor and theatricality. My mother didn’t object to me wearing makeup to anywhere but school, and I distinctly remember insisting on painting our faces prior to performing some makeshift magic ritual, haha. I clearly viewed cosmetics as a way to enhance experiences, and still do. Makeup brings magic to everyday life and makes special events even more spectacular!


img via Flickr

Did you have any business experience prior to starting Lime Crime?

Somewhat. When I was 14, I started my first make-shift business selling temporary tattoos (a huge hit with my 13 year-old classmates). In my early 20s, I launched the fashion line which introduced my work to a wider audience and got my name out.

Do you own Lime Crime out-right or have a business partner?

We have a 50/50 ownership with Mark, my life & business partner. It must be amusing to be a guy in cosmetics (people don’t expect you to know much outside of the money angle), but believe it or not he brings a lot of excellent ideas to the table. LC wouldn’t be the same without him!

Do you employ any staff and what are their roles?

Mark and I share most responsibilities. My job is to maintain the website, customer service, creative direction, graphic design, and media inquiries. He deals with sales, distribution, mailings, negotiations. My mother helps out with mailings and order fulfillment once a week.

Which personal qualities helped you succeed?

The ability to not get discouraged by failure and bounce right back helped me tremendously. I’ve had many projects over the years which weren’t hugely successful (i.e., didn’t pay my bills) but I kept trying. It helps to have a creative vision and the confidence/work ethic to bring it to fruition. I am strongly driven by the desire to improve my current situation, no matter how good or bad – call it the emigre complex!

In addition, I have a friendly disposition and will give anyone a chance. Customers appreciate that.

What influences you?

It’s easier to say what doesn’t influence me – people who don’t “get me” & naysayers. Otherwise, everything has the potential to inspire!

Do you have any business qualifications?

Aside from whatever experience I have, not much. I went to school for fashion design and dropped out 2 years later. I felt that the program was moving too slow and just wanted to get out there and do it.

How about make-up artistry or art?

I did take some fashion illustration and design courses which helped develop my eye. Makeup-wise, I am completely self-taught. I believe that if you are really engrossed by something, nothing can stop you from mastering it! (Not to say that I’m a master, I’ve still got a long way to go.)

Is Lime Crime available anywhere outside of the US?

Yes, our distribution is growing all the time. Currently, we have online distributors in Norway, UK & Australia, and working on Japan.


img via Flickr

Where do you see Lime Crime going in the future?

My ultimate dream is to sell at Sephora. It’s the store that got me into makeup, opened up an entire new world full of glitter, color and excitement! Getting my makeup into a larger chain would mean to allow customers to experience it in person, without relying on swatches and reviews.

Do you make more sales in shops or online?

At the moment online since it’s our primary marketing strategy. The internet allows us to reach a wider audience than any physical store ever could. In addition to US, our customers hail from UK, Norway, China, Australia, Turkey, Croatia, Poland, Japan…

How did you come up with the name Doe Deere?
It’s a nickname Mark came up with and it sort of stuck. In in return, I call him Buck and together, we are “The Deers”. :)

What is some of your background?
I was born & raised in Russia and moved to the US at the age of 17 with my mother and younger sister. Living in Russia, I was fascinated by American culture, most of which I got exposed to by the means of music. I practically learned English by listening to Michael Jackson’s Bad, which is ridiculous because even native speakers don’t understand what he is saying half the time!

What do you like to do in your spare time? Any hobbies?
I do what I love 24/7 – does that count? :) I’m really into crafts, dissecting and interpreting fashion trends, music and animal rescue.

What advice do you have for someone starting their own business in a similar field as you or someone my age (15) wanting to start as business in the future?
The most important thing is to follow your heart, always. Do what you love – that’s what you’ll excel at. I would love to get deeper into this but that will require a whole another post. Stay tuned :)

Deerlings: how many of you are entrepreneurs? Tell us about your business!

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