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