EXPORT OF MICRO-ENTREPRENEURS.
Worked in a consulting and financial company. He learned everything necessary and launched on his own. With 27 years, Sandra Felsenstein, saw a niche that led her to the pages of the prestigious Financial Times.
During years, an athlete embraced the recognition not only when a medal was hung around his neck but also when his face became the cover of the magazine El Gráfico. A milestone that, in addition to resembling a caress to the ego, it was almost a confirmation of a well-taken path. This same, although in the business world, it happened - and it happens- for those entrepreneurs who manage to take their name and history to the pages of the Financial Times, one of the most important and influential economic newspapers in the world. Sandra Felsenstein can boast about that, an industrial engineer from 27 years Dinka created, a firm that is responsible for nuclearing a small group of designers and craftsmen to achieve, in exchange for a sales commission, that they can open markets abroad for their contemporary jewelry products, accessories and clothing.
“This was a niche, something no one was doing. Exporters are interested in other types of products, with high returns and large quantities. And designers want their products to be outside, but they want to avoid it - for fear of getting involved in some tax or legal problem or for promising something that they cannot fulfill later- all that part that involves export and marketing. The idea, from Dinka, is dealing with that stage of the chain”, explains Felsenstein to Clarín.com.
It happens that the 30 providers Dinka works with so far are one-person or two-and three-person ventures, at most. And are there no government entities that also deal with that? “There are, but they don't do all the work for you. The quote, the shipment, customer search, the craftsman has to make them. A little for that the company arose”, responds the former employee of the financial Johnson & Johson.
Since its inception, a year ago, the firm achieved sales for 20 thousand dollars and that the pool of artisans entered Peru, Ecuador and Chile. “Now we are starting to work more with the United States, where we reached an agreement with a retailer in Texas. The goal for this year is to reach Europe”, add, while ensuring that “Argentina is considered a country with very good design, of original creations”.
Regarding the obstacles you face, Sandra Felsenstein states that “a lot of investment in marketing is necessary. Advertising a brand in Europe has other costs. It also involves travel, stays and parades to meet customers. Like any investment, at first it's complicated”. Nevertheless, the young businesswoman dreams that in the coming years the turnover will reach one hundred thousand dollars.
To your suppliers, Do you encourage them to produce what they ask of you or what you think can go better?
The important thing is to maintain the essence of each designer. As they are works of art, they have to be born from who is making them. Sometimes we advise them, if they ask for the variation of a piece or if they really like a material somewhere, they do. But we don't change the style of every jeweler or designer. Yes we seek, within the artisan that is everything, standardize them a little bit to simplify the order and so it can be repeated.
What makes you think that thirty is the ideal number of providers?
I don't know if it's the ideal number, But for now, it's a good number and it's the one we can handle. The idea is not to create a mega company overnight either, because that's when the problems arise. It seems to me that we are in a number that allows us to have a wide offer, without overflowing. We are 4 persons: a capitalist partner and two other people who work but are not associated.
Is the production cost less here than in other countries?
Definitely. In Europe they look for us to have a good design and at an affordable price. In Latin America we are not so accessible, but there are clients who can face it because they see us as an extraordinary design site.
Weren't you calmer, with less problems, at the financial or consulting firm where you worked?
I was always interested in having my own business. When thinking about the industries that I like, like design and fashion, I realized that there was a niche and I thought it was good to join in without designing. And so I started coordinating a whole group of designers from the commercial and financial side, which is the one I know the most.