Chaya Herman”™s search for the right greeting card has ended. She decided to make them herself with the mindset: “Brutally honest, but not unkind.”
“Even in high school, I”™d walk through stores and end up frustrated ”“ wondering half-jokingly if I was missing the section with ”˜dysfunctional family”™ cards.”
Herman”™s senior college project was a line of greetings for occasions she felt expressed “what most people would like to say but don”™t ”“ or can”™t ”“ say it.”
Everyone fell in love with Herman”™s novel idea, but business world was calling. She put her dream in an envelope and went to work for a graphics design company.
When that company went out of business in 2008, Herman started waiting tables to pay the rent on her Nyack apartment. “Not exactly the career I envisioned,” she says, “but I do love working for Peter X. Kelly. He”™s a great boss.
“If you waitress, you have to love what you do; you are with the public all the time,” said the graphic designer. But the cards she created were never far from the back of her mind as she set tables and served patrons.
Herman”™s plan to take out a loan to upgrade her fledgling undertaking was quickly quashed when banks consistently asked for her business plan and collateral. “It”™s not possible to borrow money if you can”™t show how you”™ll spend it or how you”™ll pay it back,” said Herman. “I knew I didn”™t have my own resources, so I went to SCORE (the active and retired executive small-business advice corps). I admit, I was nervous but said, ”˜What the heck ”“ I have nothing to lose.”™ I want everyone to know if they ever feel too shy or stubborn to ask for help, get over it. These folks were great and willing to share their expertise for free.”
Through SCORE, Herman was introduced to Tamara Underwood, small business lending specialist for Community Capital Resources (CCR) based in Hawthorne, funded by the Empire State Development Corp.
It was CCR”™s second year partnering with the Rockland County Guidance Center and SCORE to provide a 15-hour business plan writing course. Herman participated and completed the course, creating her own business plan as her final assignment.
CCR gave Herman additional training in cash flow and break-even analysis and a four-hour Quick Books program lesson with follow-up help. When done, she applied for a $1,000 loan at 3 percent, no co-signers or collateral required through the program. She invested the money in her new business website, Dented Can Greetings.com
“The results were great,” said Herman. “I”™m able to sell my cards in stores as well as on line, and it was the best investment I made. The website brought me a lot of business I wouldn”™t have seen otherwise.”
Two years ago, Herman interned with an exhibitor at the Javits Center”™s gift show. This year, she returned as an exhibitor herself. “It was amazing. The show was a success, and I placed a lot of orders. I have two Canadian distributors vying for my cards. Things are starting to happen.”
Herman applied for another loan, this time for $15,000, which has helped her find a printer to work with to produce her greeting cards for every occasion, freeing her to visit businesses, promote her line and fill orders. Both loans obtained from CCR came from the Small Business Administration”™s microloan program for the region.
“I could not have done that without the help I received from these great people from SCORE, CCR, Empire State Development and the business community,” she said. Herman”™s cards can be found in stores in Rockland Westchester and Fairfield County ”“ and beyond.
What does the Somers-born graphic designer love best about her new venture? “When people look through my line and laugh ”“ they can relate to the honesty ”“ and in a strange way, there”™s a comfort in being able to be honest. There are moments when you have those happy, perfect feelings and then there are times when you don”™t. My cards fill that niche.”
What does she like least? “I”™m out of room in my apartment,” admits Herman. “I”™m surrounded by boxes. It”™s time to start thinking about storage space.”
