Women of Polk Women of Polk Sept 2011 : Page 1

W W W . T HE L E DGE R . C OM | S UND A Y , SE P T E M BE R 18 , 2 0 11 | SE C T ION S women WP OF P O L K Claretha Conner BRANCH MANAGER AND VP | SUNTRUST IN SOUTH LAKELAND Lea Ann Th omas ASSISTANT COUNTY MANAGER | POLK COUNTY Lourdes Vasquez ACCOUNT EXECUTIVE | CHRISTIAN DIOR PARFUMS Laurie Joiner ADMINISTRATOR | POLK COUNTY SHERIFF’S OFFICE CRIME SCENE UNIT Leah Lauderdale SENIOR DIRECTOR FOR COMMUNI TY RELATIONS POLK COUNTY SCHOOL DISTRICT Suzanne Walker Roustio MANAGER | LRMC TRAUMA UNIT Polk Businesswomen Stress Education, Networking as Keys to Success By JENNIFER FICKLEY-BAKER | LEDGER CORRESPONDENT IN 2003, JOETTE GIARDINA began feeling restless at her job, and dreamed of working in a place that would offer a fun, upbeat environment every day. “I got really burnt out on the rules and regulations that go with social work,” she recalls. “I wanted to get back into doing something fun and looked in to becoming an independent event coordinator.” Giardina, now 42, mentioned her dream to an acquaintance in the event business, and asked if she ever needed help, to please call on her. “Two days later she offered me the company,” Giardina said. “I knew they did wonderful work and they had established clients in Polk County, and at the time I was a already a member of the Lakeland Chamber of Com-merce. The next thing I knew I owned an event decorating com-pany, Party People Celebration Company, and I was enjoying the Á H[LELOLW\RIEHLQJP\RZQERVVµ With this decision, Giardina became one of the many busi-nesswomen who run a variety of businesses in Polk County, from restaurants and nail salons, to Á RZHUVKRSVDQGWKULIWVWRUHV%XW being your own boss means a lot RIKDUGZRUNDQGDELJÀ QDQFLDO commitment – two things that Giardina doesn’t think all entre-SUHQHXUVUHDOL]HZKHQWKH\À UVW make the decision to set up shop. “The best advice I can give is to do your research and your home-work so you know what to expect,” she said. “I’ve seen a lot of people in business think that they’re go-ing to make a ton of money right up front and don’t realize the in-vestment you have to make before you collect a paycheck.” And, she recommends leaning on the many organizations out there that help encourage wom-en to become successful in run-ning a local business, such as the Lakeland Chamber of Commerce and the Lakeland branch of the $PHULFDQ%XVLQHVV:RPHQ·V$V
 VRFLDWLRQ&#0b;$%:$&#0c; *LQD%HUU\&#0f;&#1a;&#0f;RZQHURI*LQD·V Costume Rentals in Lakeland, is the current president of the $%:$DQGHQMR\VEHLQJDSDUW of the organization because of the EHQHÀ WVLWSURYLGHVIHPDOHHQWUH
 preneurs by providing monthly professional development oppor-tunities and guest speakers. ´7KH$%:$·VSULPDU\IRFXVLV to bring women of diverse back-grounds together and provide ed-ucational opportunities for them to develop and grow personally and professionally,” she said. “We do that through dynamic pro-gramming, networking events, and that sort of thing. It’s more of an educational forum.” $FFRUGLQJWR%HUU\&#0f;ZKRKDV owned her costume shop since 2005, constantly educating your-self on the latest marketplace trends is critical for small busi-nesses owners. “You have to keep up with the times,” she says.“Nothing stays the same. You need to always be evolving and changing as the times do. If you want to stay on top of your game, you’ve got to keep learning.” Giardina, who has previously VHUYHGRQWKH$%:$ERDUGDQG is still an active member, agrees. ´,W·VYHU\LPSRUWDQWWRÀ QGRXW what’s current in business, espe-cially in online marketing and so-cial media,” she said. And, of course, showing sup-port for other local businesses and building personal relation-VKLSV ZLWK FOLHQWV DUH %HUU\·V and Giardina’s top suggestions for success. “The No. 1 thing I’ve found in Polk County is that you have to build relationships with your cli-ent base,” Giardina said.“You need to really help service your client, not just in their basic needs for an event, but to know them and how you can really help them out.”

Polk Businesswomen Stress Education, Networking As Keys To Success

Jennifer Fickley-Baker

IN 2003, JOETTE GIARDINA began feeling restless at her job, and dreamed of working in a place that would offer a fun, upbeat environment every day. “I got really burnt out on the rules and regulations that go with social work,” she recalls. “I wanted to get back into doing something fun and looked in to becoming an independent event coordinator.” Giardina, now 42, mentioned her dream to an acquaintance in the event business, and asked if she ever needed help, to please call on her. “Two days later she offered me the company,” Giardina said. “I knew they did wonderful work and they had established clients in Polk County, and at the time I was a already a member of the Lakeland Chamber of Commerce. The next thing I knew I owned an event decorating company, Party People Celebration Company, and I was enjoying the Flexibility of being my own boss." With this decision, Giardina became one of the many businesswomen who run a variety of businesses in Polk County, from restaurants and nail salons, to Flower shoops and thrift stores.But being your own boss means a lot of hard work and a big financial commitment – two things that Giardina doesn’t think all entre- preneurs realize when they first make the decision to set up shop. “The best advice I can give is to do your research and your homework so you know what to expect,” she said. “I’ve seen a lot of people in business think that they’re going to make a ton of money right up front and don’t realize the investment you have to make before you collect a paycheck.” And, she recommends leaning on the many organizations out there that help encourage women to become successful in running a local business, such as the Lakeland Chamber of Commerce and the Lakeland branch of the American business women's association (ABWA). gina berry,47,owner of gina's Costume Rentals in Lakeland, is the current president of the is the current president of the of the organization because of the benefits it provides female entrepreneurs by providing monthly professional development opportunities and guest speakers. " The ABWA's primary focus is to bring women of diverse backgrounds together and provide educational opportunities for them to develop and grow personally and professionally,” she said. “We do that through dynamic programming, networking events, and that sort of thing. It’s more of an educational forum.” According to berry, who has owned her costume shop since 2005, constantly educating yourself on the latest marketplace trends is critical for small businesses owners. “You have to keep up with the times,” she says.“Nothing stays the same. You need to always Be evolving and changing as the times do. If you want to stay on top of your game, you’ve got to keep learning.” Giardina, who has previously served on the ABWA board and is still an active member, agrees. " It's very important to find out what’s current in business, especially in online marketing and social media,” she said. And, of course, showing support for other local businesses and building personal relation- ships with clients are berry's and Giardina’s top suggestions for success. “The No. 1 thing I’ve found in Polk County is that you have to build relationships with your client base,” Giardina said.“You need to really help service your client, not just in their basic needs for an event, but to know them and how you can really help them out.”

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