May '19

For the Business of Apparel Decorating

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2 0 1 9 M A Y P R I N T W E A R 3 3 Company: Ensign Emblem/EnMart ( Title: Director of Marketing Years in Industry: 13 How did you get started in the industry?• KS: I started in the industry in 2006, looking for a marketing job. Ensign Emblem, the parent company of EnMart was advertising for a market- ing director. The ad said they were an embroidery shop, so I was expecting a few heads at a local shop that did gar- ments for local companies. Instead, I found a company with six plants across the U.S. and hundreds of heads and was introduced to a world I knew nothing about. A year and a half after I took the job, I was part of creating EnMart. What does a typical day look like for you? KS: Generally, the day starts with social media. We have Facebook and Twitter for both companies and a Pinterest page for EnMart. Part of the morning is spent getting up to date on our feeds and creating posts for the company. When I can, I write posts for the two company blogs. After that, it's whatever the day brings. I set up and supervise packing for all trade shows we do. I work with purchas- ing to make sure supplies are ordered in a timely manner. I head customer service, and I also head the market- ing department; so I meet with staff to make sure current projects are on track. The one typical thing is that every day is a bit different from the one before. continued on page 62 Company: Fruit of the Loom/JERZEES ( Title: Vice President Years in Industry: 23 How did you get started in the industry?• JE: Fruit of the Loom offered me a great op- portunity to work in the decorated apparel market, which I had long been fascinated by, given the industry momentum and innovation in decoration technology. Previously, I was at HanesBrands where I worked on large vol- ume T and fleece programs for major retailers. Since most of those programs were decorated, I already had experience in graphic design for men, women, and kids, as well as the decora- tion methods that brought them to life. What does a typical day look like for you? JE: A typical day is highly rewarding but not without its share of challenges. I have respon- sibility for both the brand marketing and the product line. I can go from working on a new digital marketing campaign to collaborating with our factories on yarn purchasing and new fabric development. What have you learned along the way, and what advice do you have for other women? JE: You have to consider yourself a branded product and work on making yourself more valuable in the marketplace. In the first part of your career, be in knowledge-acquisition mode and sign up for projects and challenges to gain experience, even if you think it's be- yond your capability. You'll find you can surprise yourself with what you can achieve. Sometimes there will be failures, and you can survive them. Turn those experiences into les- sons and fail forward. What have you learned along the way, and what advice do you have for other women? KS: I think the biggest thing I've learned is I can do more than I thought I could do. Over the years, opportunities have come my way, and some of them were a little scary, but I've never regretted taking the leap and trying something new. The best piece of advice I can give for women entering the industry is to find their tribe. Embrace the community of decorators. Also, be willing to share knowledge and expertise. How do you stay motivated in the day to day? KS: Being a part of building the customer experience at EnMart is one of my biggest motivations, making sure we're providing a superior level of customer service. When I'm having a bad day, I remember the time someone told me how much EnMart, my writing, or speaking has helped them. That gives me incentive to work even harder. My main motivation is to provide education, information, and assistance to benefit EnMart's customers and the deco- ration community as a whole. What's one highlight from your career you take pride in? KS: The first seminar I gave will always be a highlight for me. I had a severe fear of public speaking and avoided any situation where I was in front of a group for years. Then the opportunity to be a speaker at an expo was offered to me. I was terrified, afraid no one would be willing to pay to hear me speak, but something told me to do it, so I did. I can't say the first seminar was great, but it was good enough for me to keep getting asked back. Now, some years later, I love giving seminars, being in front of a group, and sharing what I know. KRISTINE SHREVE JEANENE EDWARDS

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