BUSINESS NAME: Alef Bet Jewelry BUSINESS ADDRESS: P.O. Box 3974, Chatsworth, CA 91313 PHONE: (818) 882-9030 WEB SITE: www.alefbet.com OWNER: Paula Brooks ESTABLISHED: 1995 NUMBER OF EMPLOYEES: One with seven contractors DESCRIBE YOUR BUSINESS: We manufacture jewelry with emphasis on Judaic symbols. We take current styles and add a touch of “Jewish” to them. IS THIS YOUR FIRST BUSINESS? No. I was in jewelry retail before manufacturing. WHY DID YOU START THIS BUSINESS? Initially, I began selling jewelry because my husband wouldn’t buy me any. Thereafter, my son-in-law suggested I make Hebrew letters instead of English ones, and a new business began – Jewish jewelry. WHERE DID YOU GET THE IDEA? Though my son-in-law suggested the Hebrew letters for necklaces. My customers were the ones who asked what else we had. So we created a Star of David. HOW LONG WAS IT FROM CONCEPT TO OPENING? Two months. WHAT DID YOU DO DURING THAT TIME? I started calling temple gift shops and art galleries to see if they would be interested in our product. WHAT WERE YOUR STARTUP COSTS AND HOW DID YOU FINANCE THE BUSINESS? $1,500 30 molds for $50 each. I used a bond my aunt gave me when I was a child. WHO DID YOU RELY ON FOR ADVICE? My husband, who loves numbers and is still my bookkeeper and adviser to this day. And our first wholesale customer, who recommended I expand the line to include more designs if I wanted to stay in business more than a year. WHAT HADN’T YOU CONSIDERED BEFORE OPENING? The need to advertise, have a catalog and have to do national gift shows to expand our presence. I knew the Internet would be the big thing, but I had no idea where to begin, and now I have an online store. WHAT IS YOUR EXPECTED REVENUE THIS YEAR? $400,000 – $500,000. WHAT GOALS DO YOU HAVE FOR THE COMPANY? To gain a larger presence on the Internet and begin to sell in more jewelry stores instead of small gift shops. We would also like to produce a large printed catalog and gain a foothold in nonreligious magazines to show that Judaic jewelry isn’t limited to a few people. 160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set!