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Lisa Hammond
Title:CEO, Founder
Company: Femail Creations
URL: http://www.femailcreations.com

Up Close & Virtual® with Lisa Hammond
Lisa Hammond is the CEO and founder of Femail Creations, a specialty mail-order/online catalog, featuring products by, for and/or about women. What started as a one-woman print-only operation has grown into a multi-employee thriving specialty retail/online catalog, web site and women’s community. Read and learn about the retail/mail-order industry from this successful entrepreneur.

Tell us about your company, your area of expertise, responsibilities.
I founded Femail Creations over 7 years ago to empower and inspire women. Femail Creations is full of unique gifts to celebrate women and girls of all ages. I am involved in all creative, merchandise, and operation issues of the business.

Describe a day in your professional life...
My days are filled with merchandising decisions, giving creative direction to the catalog production team, and marketing the brand of Femail Creations.
How is technology impacting the nature of your work and how you do your work?
It has become a very important part of our business. Our website now generates almost 30% of our business. Femailcreations.com is an online community for our customers and women seeking inspiration.
Was there a lesson or skill learned from your first job that has been invaluable on your career path?
Hard work and passion goes a long ways. Femail Creations was born out of a passion to want to make a difference and support women artists and inspire our customers--that is what keeps me going.
What educational advice would you give to viewers? Tell us the path you took to where you are today.
I don’t believe a degree is the only way to get where you want to go. I didn’t have a degree or even experience in the mail order industry when I took the leap of faith and started Femail Creations from the ground up.
What is your work ethic, and how did it develop? Why do you get up to go to work everyday? What inspires you?
Knowing that my work makes a difference is what keeps me going. Hearing from customers who share heartfelt stories about how the gifts they have been given from Femail Creations have changed their lives, or hearing from other women who dared to start their own businesses after hearing my story, or hearing from a young girl who now knows she can be anything she wants to be because she has found inspiration in the pages of Femail Creations and the stories of the artists whose creations fill the pages of our catalog.
What advice would you give to potential job applicants to help them succeed in the ever-changing global marketplace?
Attitude is so important - That is the key to success! Most of the skills you need can be learned, but a positive outlook is hard to teach.
Do you have suggestions of any professional associations, trade journals, periodicals, events, etc. that someone pursuing a career in your field should be aware of &/or attend?
Networking with other catalog owners and reading the key industry magazines such as Catalog Age, Catalog Success, Direct Media etc.
Are there any emerging trends in yourindustry/company that will impact your hiring criteria?
There is a lot of competition for space in the mailbox these days. So a strong marketing sense is key.
What is your company doing to educate employees on valuing women/diversity in the workplace?
Diversity is very important and Femail Creations is a strong supporter of women’s issues.
What women have inspired you on your career path? How?
I am inspired by all the women who have gone before me and paved the way for our generation to have the opportunities we do.
What challenges have you faced in business because you are a woman? Share your strategies for overcoming them.
My MBA set me apart. I’ve needed it for the things that I’ve done. Getting funding for a start up business was a huge obstacle for me as a woman. I think that is still a key hurdle for many women business owners to overcome. For me, persistence paid off. I had to go to several banks before I found one that would loan me the capital I needed to start my business.
How do yo maintain balance in your life? or Do you?!
This is a huge challenge for women especially! Finding time to create balance is a real struggle. I started my company 7 years ago and it has just been in the last year that I have been able to start to regain some balance in my life. I find the secret is to put yourself on your calendar and block out some time for you and your family.
Share your Favorite Inspiration Quote or Words of Wisdom:
"Never doubt that a small group of concerned citizens can change the world--indeed it is the only thing that ever has." That is a favorite quote of mine because I truly do believe even one person can make a difference!
Tell us about your latest career-related projects:
I recently spoke at a National Association of Women Business Owners luncheon. This weekend I am being honored as a Nevada Woman of Distinction for my business spirit. I was also recently published in Peggy Linial’s book Marketing From the Heart--a Guide to Cause Related Marketing for Small Business. Peggy interviewed me for this book because of the charity work we do at Femail Creations through our Making a Difference program. Femail Creations has also been featured in many publications including Oprah magazine.

Thank you Lisa Hammond for sharing your insights and experience!
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