An in-JEAN-ious Idea

Alison Barnard believes smart entrepreneurial risks are worth the rewards.

When Alison Barnard researched the idea for a blue jean boutique—where women could try on different brands, sizes and styles of jeans and receive input from denim experts—she knew she was on to something good. She also knew that if she didn’t pursue the idea, someone else would. “I knew I had to act on it,” Barnard says.

So with the help of a few private investors, Barnard opened in-jean-ius in 2005 in Boston’s historic North end. Thirty brands—and more than 800 pairs of jeans—line her shop’s walls. Why so many? Because women, like jeans, come in all shapes and sizes.
“Women love and hate jeans,” Barnard says. “They’re the perfect staple, but if you have the wrong fit… it’s obvious.” And the perfect fit can make you feel oh so good.

From the beginning, sales at in-jean-ius have surpassed Barnard’s expectations. That success has enabled her to open Twilight, a second boutique, to offer her clients a chic selection of designer dresses and accessories.

Barnard’s accomplishments also earned a spot on Inc. magazine’s “Top 30 Under 30” and, most recently, she was one of five Winning Women awards at the 2008 Ernst & Young Strategic Growth Forum. For this entrepreneur, a focus on branding, a commitment to continued learning and courage are a few keys to success.

Don’t Skimp on Branding
A logo, tag line and Web site are all important elements to a brand, but Barnard believes there’s more to it than that. “You have to know who you are about and what your company is about,” she says. And that identity should be reflected in every aspect of your business, from customer service to your store’s décor and selection. “It’s invaluable to have a good brand,” Barnard says. Because when product differences are minor, she says, “People choose a brand.”

Continue Your Education
Barnard earned her MBA from Babson College. “Going to business school, you’re taught to think strategically. But day to day you forget that,” Barnard says. “As an entrepreneur, I’m often operationally focused.” Attending the 2008 Ernst & Young Strategic Growth Forum helped her refocus her priorities and connect with potential mentors. Whether you’re an entrepreneur with a young business like Barnard or a highly successful CEO, taking time out to learn new skills and sharpen your thinking can give you and your organization a much needed boost.

Understand and Minimize Risk—Then Go for It
Before launching in-jean-ius, Barnard says the complexities and risks involved in financing and locating the store made her pause. Thanks to her education, research and a few naysayers, she knew the pitfalls—including failure rates of new businesses. So in addition to doing everything possible to minimize the risk of failure, “Realize you could fail,” she says. “You need to face the fact that a lot of businesses fail. But take the leap. If you don’t do it, you’ll always wonder, ‘what if?’ ” SFW

Continue your SUCCESS education at the upcoming SUCCESS Symposium.

Additional Reading

• See a Need. Do a Good Deed.
• SUCCESS Tips from Tory Johnson
• The Time to Prosper