Teen Entrepreneurs Make Arm Candy

Written by Jan Jaben-Eilon Thursday, October 21 2010

Junior Snapshot: Lauren Friedman and Madison Janssen

Friedman, left, and Janssen: Jewelry pals

When teenagers Lauren Friedman and Madison Janssen met at Johns Creek High School, they realized they shared a lot in common, especially their love of scouring hundreds of Atlanta’s bead stores and boutiques so they could dress their wrists with colorful creations. But what started as a hobby has turned into a business, Armcandy Jewelry. As more people saw the girls’ jaunty jewels, the more requests the two teens received from people wanting to buy their jewelry. The best friends enrolled in a marketing class together to enhance their entrepreneurial skills and improve their growing business.

What was particularly astounding, though, was when Friedman and Janssen decided to donate 10 percent of their profits to Street GRACE, an organization dedicated both to helping girls who are sexually exploited break free and to end sex trafficking in Atlanta, which is one of the highest-ranked U.S. cities for child sex trafficking.

Womenetics: When did the two of you start beading?
Friedman and Janssen: November of 2009.

Womenetics: How did you start selling your jewelry?
Friedman and Janssen: Friends, and then friends who told friends, family, and through stores. We also sell through Facebook, word of mouth, and our website. (www.armcandybracelets.com).

Womenetics: How did you know how much to ask for your creations when you first started? And has that changed as you’ve learned more about marketing and business?
Friedman and Janssen: We calculated the cost we thought went into each bracelet and priced accordingly. We have not changed the price. (Bracelet prices start at $13; necklace prices at $50.)

Womenetics: Do you sell your jewelry to stores that sell it for you or do you only sell direct?
Friedman and Janssen: Both. We sell to (Atlanta area stores) Mitzi & Romano in Virginia Highlands, Finer Consigner in Alpharetta, and Details in Alpharetta.

Womenetics: I understand that you attended a Dale Carnegie class. Why?
Friedman and Janssen: We wanted to learn how to be better businesswomen and learn skills needed to succeed in the business.

Janssen, left, and Friedman: Bead buddies

Womenetics: How and why did you choose to donate some of your profits to Street GRACE?
Friedman and Janssen: Sex trafficking is No. 1 in Atlanta. We both saw the movie Taken and felt the desire to help support girls taken into the industry. We contacted Street GRACE and met with them.

Womenetics: How long does it take to make one creation? How many have you produced?
Friedman and Janssen: We have produced around 800 bracelets. It takes awhile to find the beads and charms for each piece, then it takes about 15 minutes to design them.

Womenetics: How are you marketing your products now? In your estimation, what is the best marketing tool for this kind of product?
Friedman and Janssen: We market through Facebook and by wearing our own jewelry. We also go to stores and show them our jewelry. Word of mouth is also a major way we get more business.

Womenetics: What are your long-term goals both with the jewelry making and with your careers?
Friedman and Janssen: We both really enjoy fashion and the business world. We would both like to pursue a career in either business or the fashion industry.

Womenetics: What grade(s) are you in? Do you know what colleges you plan to attend? Do you know what you plan to study?
Friedman and Janssen: Madison is a senior and Lauren is a junior. We met in our marketing class at Johns Creek High School last year and became best friends. We both intend on going to school in California or New York City and study fashion or business.

Womenetics: How have your families reacted to your business?
Friedman and Janssen: They really support our business and are very proud of us and love to help us out in any way.

Womenetics: How have your friends responded to what you are doing?
Friedman and Janssen: Our friends love the jewelry and are some of our best customers. Lots of friends enjoy making bracelets with us to add to our inventory.

Womenetics: What do you do when you are not in school, doing homework, or beading?
Friedman and Janssen: Outside of school, we spend our time with friends. We enjoy (Atlanta’s hip neighborhood) Buckhead, both shopping and eating at some of the restaurants. We love to travel and maintain a healthy lifestyle at the gym and eating healthy.

Womenetics: Are you surprised by how this project has developed?
Friedman and Janssen: Yes, we never expected to be selling jewelry in stores throughout Atlanta and only hope it continues to grow as fast as it has.

 

---

Jan Jaben-Eilon was a founding staff writer of the Atlanta Business Chronicle. Since then, she has been the international editor of Advertising Age magazine and has written for such publications as The New York Times, International Herald Tribune, Washington Journalism Review, and Consumer Reports. She is the author of soon-to-be-published (There is) Life After Cancer. Jan and her husband have homes in Atlanta and Jerusalem.