When Geraldine Martinez turned 15, a very important year for young women in Mexican tradition, her parents threw her a “Quinceañera” or debutante ball. That experience led them to open their own party decorations store in Michoacán, Mexico. Eventually, the family immigrated to the United States and opened a very similar business.
That enterprise proved unsuccessful, but a few years later, while planning her own wedding, Geraldine realized that most party decorations were expensive and didn’t offer enough. So, identifying a marketplace opportunity, she, her husband and parents launched Elegance Chair Covers & Linen Rentals.
“I was afraid to invest heavily in the project because of a lack of information and the failure of the earlier business,” said Geraldine. “Then one day I saw Luis Vizcardo on T.V. promoting Renaissance’s services for business owners.
Geraldine enrolled in Business Plan Part I in the spring of 2008 and completed her plan that summer. Shortly thereafter she applied for and received a $2,000 Women and Company© Microenterprise Boost Award, which she immediately invested in making Elegance Chair Covers and Linen Rentals more competitive.“Thanks to the award, we were able to purchase equipment I never thought possible and offer our clients much more.” Geraldine explained.
While Renaissance helped her learn how to successfully market and manage her microenterprise and the equity award gave her the boost in confidence and revenue for which it was intended, Geraldine has much bigger plans for the future of her business.
“My dream is to offer all the services related to Quinceañeras and establish a ‘Quinceañera Institute’ where parents and debutantes can learn about how to organize and plan these parties as well as the possibilities of life after the age of 15,” said Geraldine. “We are currently collaborating with complementary businesses such as photographers and magazines to offer private seminars on Quinceañeras.”
Geraldine employs four family members full-time and often accepts “in-kind” payments whereby clients help set up their own decorations in exchange for reduced costs. She regularly donates her services for Renaissance events and did the same recently for a Quinceañera for a young woman with terminal cancer.
“The first years in business are very difficult with lots of effort and strain, but with the proper tools, education and support one can be successful,” Geraldine says. “My goal is to help everyone who needs it, just as Renaissance helped open so many doors for me.
Elegance Chair Covers and Linen Rentals
Geraldine Martinez
(408) 390-9900