Episode Spotlight

We’re shining the spotlight on QVC Decade of Discoveries 2005 as they wrap up the tour - ‘ 10 stops in 10 weeks at 10 American landmarks’. QVC entrepreneur Emily Blumenthal steps into the spotlight to tell you how she landed her product on the QVC Decade of Discoveries.

Check out QVC’s last appearance on StartupNation Radio

Q & A with Emily Blumenthal

What inspired you to create this product ?

Inspired by the desire to bring greater ease and freedom to the woman
on-the-go, Yasmena combines fashion and function with unique style.

I came up with this patented idea when I was getting my MBA, working in fashion and had a dj boyfriend and was going out more than most. I started to study women who were out on the town; most of them were doing a ceremonial dance around their purses & looked uncomfortable trying to hold everything and still look good. No one bag was functional enough to hold your essentials, match your outfit or not be a disturbance to your overall evening.

This then extended beyond nighttime fashion to daytime – women were stacking their wallets, PDA’s & phones to go for lunch. Then to weddings – no bag was simple enough just hold what you need without it being a hard boxy bag.

Finally and closest to my heart was a sporty version that could hold my ID, cash, keys, MP3 Player and whatever else I needed. Speaking on behalf of all women-on-the go who have been suffering for way too long trying to consolidate and carry everything in an organized fashion – I knew something needed to be done.

I found a hole in the market and if no one else was going to address these needs – then I had to be the one to do so.

How many prototypes did you create before you developed the product you’ll sell on QVC?

At least 25

When did you know you were ready to become involved with QVC?

I felt that Yasmena and Yazzy Bag had created enough demand and brand awareness to finally maximize on QVC’s target audience. After 5 years of product development, sales & marketing and countless offers from shopping networks that are sub-par to QVC, the Yazzy Bag was ready to be launched nationally – especially since we are ready on all levels to make this happen.

About Emily

Emily Blumenthal is the director of Yasmena and Yazzy Bag, a division of Mundi-Westport.

Emily is one of the top 100 finalists of the QVC Product Search 2005; she is making her QVC premier of the Yazzy Bag ‘Sport’ at the final city stop of the QVC Decade of Discoveries Tour.