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Lillian Vernon

By iParenting Staff

Each month, iParenting.com spotlights a mother who inspires and moves us, who embodies the qualities that we all admire in a person, a woman and a mother. Above all, the Mom of the Month is dedicated to her children. Rich or poor, famous or not, she shines as an example of what mothering is all about.

Meet December's Mom of the Month, Lillian Vernon, a marketing and merchandising maven who raised two sons while building a billion dollar company. Discover why she says parenthood is still her greatest achievement in this month's feature.

According to Forbes Magazine, Lillian Vernon is one of the 25 most fascinating people, and it is easy to see why. She turned $2,000 of wedding gift money into a quarter of a billion dollar company, became the first woman to have a company listed on the American Stock Exchange and raised two sons in the process.

Vernon came to the United States from Germany with her parents before World War II began. She attended college for a few years to study psychology, but dropped out to take a "leap of faith" and start a business selling accessories.

"In 1951, there weren't many opportunities to launch a small business as there are in today's marketplace," Vernon says. "What inspired me and caught my attention was the advertising I saw for small businesses while reading Seventeen Magazine."

Vernon decided this magazine would be the perfect place to advertise her products, since she was targeting young women like herself who enjoyed buying accessories that made them feel unique.

She began with two products: a personalized leather handbag and matching belt she designed and knew would be popular. Her instincts were right. She took out an ad in the magazine for $495 and received $32,000 in orders. From that point on, Lillian Vernon's business was launched.

"My goal was to start with a limited product offering and keep my business small, since I was working from my apartment in Mount Vernon, N.Y.," says Vernon. She operated from her apartment for several years, including packing and shipping orders and keeping her customer files. Eventually, she moved her office to a nearby storefront and warehouse.

As her business continued to grow, she realized her passion for merchandising. "I felt the possibilities were limitless, so I forged ahead," she says. "My greatest skills were acquired the hard way. I learned by doing, by being forced to make the tough choices and from my mistakes. I've always had a golden gut and an eye for winners, being able to spot or design what my customers need and want."

She also followed her "eye for winners" when hiring employees. She surrounded herself with the best talent she could afford. "When my company grew at a phenomenal rate in the 1980s, I had to hand over the reins of management to others and let the people I hired and trusted make decisions that had previously been mine," she says.

By 1987, her company was listed on the American Stock Exchange. "I felt tremendous pride, especially being an immigrant to America," says Vernon, who became the first woman to have a company listed on the American Stock Exchange.

So much has happened since placing that initial advertisement in 1951. Lillian Vernon Corp. is now headquartered out of Rye, N.Y., with a national distribution center in Virginia Beach, Va. The company publishes seven catalog titles: Lillian Vernon, Rue de France, Lilly's Kids, Personalized Gifts, Christmas Memories, Favorites and a Lillian Vernon Sale catalog.

Lillian Vernon has kept up with technology by offering her catalogs online at www.lillianvernon.com and www.ruedefrance.com. The company also sells to the business-to-business markets and has 14 outlet stores in New York, Delaware, South Carolina, Tennessee and Virginia, and two Rue de France stores in Rhode Island.

How does an entrepreneur such as Vernon make time for herself and her family? "Not easily," she says. "Successful entrepreneurs think, dream and live for their business. But as much as you have a desire to fulfill yourself and become an entrepreneur, you must balance your career with your personal life."

Vernon believes in making lists and always writes herself reminder notes. She also remembers to take care of herself. "Although I work hard, I follow an exercise routine three times a week and wouldn't miss that for the world," she says.

Her personal life includes her husband, Paolo Martino, and two sons, Fred and David Hochberg. David works for Lillian Vernon Corp. as vice president of public relations and Fred works for several non-profit and political causes. "Each has found their own way and continues to pursue their professional and personal interests," Vernon says.

When not busy with her family and business, she serves on the boards of several non-profit organizations, including New York University, Lincoln Center and the Kennedy Center National Committee for the Performing Arts.

Her company has also given toys to the children of the police and firefighters who perished at the World Trade Center, as well as towels, sheets and blankets for the homeless in New York City. In addition, Lillian Vernon Corp. also supports the White House National Youth Anti-Drug Campaign and participates in the Technology for Kids School Program.

Vernon has received many awards including the Ellis Island Medal of Honor, Big Brother/Big Sisters National Hero Award and Gannett Newspapers Business Leadership Award. She has also been inducted into the Direct Marketing Association Hall of Fame.

Vernon originally intended to sell her products from her home to earn extra money. That small business dream turned into a leading national catalog and online retailer. Her success story is an inspiration to other women starting their own businesses, and she frequently speaks at various events to share her experiences and insights into the business world.

Vernon admits there have been times when she has wondered what her life and her family's lives would have been like had she taken a different path. "In the long run, my reality is far preferable to any of my fantasies," she says. Lillian Vernon's leap of faith, dedication to family and financial prowess reminds us all that the American Dream is attainable. Just find your passion and pursue it!