Mom Invented

Diane Bayuk

For Diane Bayuk, "slow and steady" have been the key to developing and launching her unique line of gift bows into the marketplace. This mom of three from Montana developed the business during the "quieter moments" over the past 14 years, and her patience and persistence has finally paid off. Her full line of Gliza Classic Bows are now available, solving an issue we've all experienced -- sending beautifully wrapped gift packages through the mail, only to have them arrive with flattened, crushed bows. She tells her story here:

Describe your company and your product (or product line).

My company, DL Michael Enterprises, LLC, creates innovative product solutions including Gliza® Classic Bows™, an innovative new addition to the gift wrap industry. (www.gliza.net)

Gliza® Classic Bows™ (pronounced Glee' Zah) is a product solution for crushed, crinkled traditional gift bows that arrive on so many gift packages. I knew this was a common problem, and in our gift-giving society, presentation is everything! My bows are individually named, and many are suited to specific occasions, such as "Success & Champagne," "Jolly Holly," and "Silver Moonlight." I designed Gliza® Classic Bows™ to help people everywhere deliver beautiful gifts and delight their gift recipients.

Why did you start this company and when?

I have always been interested in designing products and packaging. When my first child was born (who's now in college), I designed a baby gym and my husband constructed it out of wooden dowels. I knew I was on to something... and I began working on developing its product potential. I wasn't fast enough, however. By the time my second child was born two years later, Disney's plastic baby gym was on the shelves. I was quite shocked to see it - mine looked just like it (without the Disney characters). What I learned from that was that I have great creative instincts.

What inspired your product?

When I was a very little girl, I used to receive a gift sent from California each Christmas from my kind Aunt Margaret. Excitedly opening the shipping boxes, I remember quite clearly always staring at the squashed bow on the gift. Somehow I always wanted to fix it; and that memory stayed with me.

Those experiences spurred my confidence to create a product solution company in 2001, and to begin work on Gliza® Classic Bows™.

What were your initial goals?

My initial goal with Gliza® Classic Bows™ was to license it to the United States Postal Service at its stores and online. I submitted it to their Department of Innovations, which had encouraged participation. They lost my submittal, and asked for another submittal. Finally a year later I got my submittal back - with an unexplained rejection.

Describe yourself and your family. What is your background and how does it relate to your company?

I have a wonderful family of five, which includes my husband, two daughters and one son. I have a degree in Fine Arts so my children have always told everyone their mother is an "artist." Really great art moves me like nothing else. So I designed Gliza® Classic Bows™ to be classically beautiful, symmetrical, and aesthetically pleasing, using a variance of thin and thick lines and lots of color.

What process did you follow to develop a prototype?

Initially I decided to take a photographic approach. So I bought tons of interesting ribbons and made my own bows. I became an expert bow-maker with the purchase of bow-making devices. I photographed them, and employed others to photograph them. While that approach held possibilities, it didn't provide the uniformity and stylization that I was looking for. So I then pursued a more graphic approach. I did hundreds and hundreds of line drawings perfecting the image of the bow. I wanted it bow-like, yet more of a classic design ... something that could be used repeatedly with different colors. By the time I had finalized this image and copyrighted it, I had put years into development. I then needed to hire graphic designers skilled in computer programs that I did not have, and went online to find die makers and manufacturers who could help me make a finished product. It was definitely trial and error, and very expensive. It took a lot of time, but the end product was very exciting.

What process did you follow to determine your product's marketability?

I talked to everyone! I sent it to lots of people for feedback, attended trade shows, and visited with store owners. Not one person said "no," so I was encouraged by that.

What process did you follow to find a manufacturer for your product?

Because I live in a small town in a more rural state (Montana), I had to search the Thomas Register (www.thomasnet.com) and contact everyone initially with an e-mail. I then followed up with about a hundred phone calls and requested samples from the final group. Once I determined that I could have a good working relationship, I chose a company that was not so far away that I couldn't travel there in one day. Again, I did it all online. I have not sourced overseas even though some have suggested I do. I would like to continue to produce a "Made in USA" product if possible.

Were there any setbacks in product development that had to be overcome?

Absolutely. I didn't fully check out my first large order. I checked only the top of each stack of delivered bows, and they looked wonderful so I paid the bill. Then, when I started to ship orders, I discovered that many of the bows deeper in the boxes were not saleable. It delayed my shipments, caused a lot of stress, and was one of the most difficult and trying parts of development. I had to ask for replacements, and met some resistance. After other problems surfaced I had to seek out a new manufacturer, something that I had been hoping to avoid. Now, when I get an order, each and every item needs to pass inspection before I pay for that order. It takes a lot of time and energy, but quality control is the most important issue for me. I have also since learned that maintaining quality control is a familiar hurdle, having spoken to many other entrepreneurs.

What was the biggest learning curve in terms of developing your product?

Learning the amount of time it takes to get everything in order. Everything must be efficiently coordinated ... product manufacturing, marketing, order processing, and fulfillment. You have to be very, very patient and persistent ... even more so than you'd ever think. That is one area in which mothers may have an advantage. There is nothing that requires more patience than being a caring mom. So, a business becomes like another child, something you nurture patiently.

Through what markets are you selling (retail, wholesale, internet, specialty sales)?

I am selling online and in specialty stores.

How long did it take to get your product from idea to market (conception to product launch)?

Being that I was a stay-at-home mom with three kids, moved to a new community, built a house, weathered breast cancer in one sister and the death of another from ovarian cancer, it took me a long time. I have worked on this for about 14 years, with an official license since 2001. I started actively marketing Gliza® Classic Bows™ in 2004.

How have you managed to juggle the roles of business owner and mom? What falls by the wayside?

It is a big job! My kids and family always come first. So ... I worked on my business ideas when there was a quieter moment, and truly the business came last. I have always believed in Jacqueline Kennedy's quote, "If you bungle raising your children, I don't think whatever else you do matters very much."

I have always believed that there would be time for everything ... just not all at once. And, yes, working out sometimes gets shoved aside, as well as attending to the house! Now that my two oldest are in college and one is soon to go, I have much more time. My kids are extraordinarily grounded, confident, fulfilled, and have wonderful memories, so I have no regrets.

What kind of support system do you have in place personally and professionally?

My husband is my strongest supporter. He loves art, too, and we both feel there isn't enough support for artists; the world would benefit so much by appreciating what artists have to offer. When I falter, he steps in to put me back on track. He printed the quote by Calvin Coolidge to hang by my computer:

"Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent."

I am also blessed with very smart, supportive daughters who help me with their talents, including marketing strategy and naming my bows.

How did you finance your business?

I used personal finances for the entire investment, but it has been spread out over time. That meant sacrifices for us all, but I realized that to take the risk, I had to truly believe...and I did.

How much money have you invested so far? How do you feel about that?

I have been very, very careful not to get in over my head. I have seen so many business ideas fail because they invested too much right up front. I'm looking at this over the long term, and I feel every penny has been wisely spent so far. (And I hope that continues.) I did a lot of my own research for a trademark, and wrote much of my patent application myself. I also filed my own papers for copyright protection. The biggest investment by far has been my time, but manufacturing has cost me several thousand.

What is your company's current financial picture and what are your projections?

I have not recouped all of my initial investment, but I project tremendous growth because of the innovation and plans for extended products. I see a very bright future.

What has been your greatest success or "high point" in the process?

My first national success was being highlighted in "Working Mother" magazine in 2006. That was a good start. Since then, other magazine placements have kept me going.

Have you experienced a "low point" and if so, how did you rally yourself to get back on track?

Yes. I received a shipment where about a quarter of the order was printed in the wrong colors! I had to scramble to document the errors and re-order at a busy time. Working with my family to correct the problem rallied me! Getting back on track meant spending even more time, but I learned that is part of the process. It is in those moments that one is tested for persistence! My family ensured that I persisted.

Who has been your biggest source of inspiration? What keeps you going?

I am internally driven, and I believe that is part of being an artist. The desire to create, and to see manifestation of ideas, is a powerful motivator. I am also inspired by other great products I see ... where I notice a fine sense of design, color, and packaging all coming together to serve a need. I find inspiration everywhere! My belief in Gliza® Classic Bows™ and my drive for their success keep me going.

Did anyone in particular help you along the way?

Professionally, Noel Goldman of Strap Tamers (a former Feature Mom at Mom Inventors). She is the one great person who responded to my inquiries with kindness, support, and unending generosity. I am truly grateful to her.

What advice would you offer other moms developing their products/ideas?

First, evaluate the business concept and get help if necessary reviewing the business model. Sometimes it is better not to do something. I would also tell them to document every step, and review objectives once per month. It is easy to get carried away and then wonder where you are.

Is there a resource that proved to be invaluable that you would like to share with other moms?

Google and the Thomas Register.

What surprised you about this process?

I was surprised at the "closed door" world! It seems that our system lacks a liaison to bring together retailers and inventors in what could be a mutually beneficial relationship.

Is there anything else you would like to add?

What a great country we have, that we have a chance to pursue our dreams. I am grateful for that!

Tagged as: design, featured mom, interview, product business, success story