Founder of Susan Martin, Inc... creator of the ScubaDoRag and perpetual SecretAgent of Truth & Style™.. Susan Martin was just someone we had to feature. Especially after she had sent us a ScubaDoRag and ScubaTubeSocks to try out. Now.. there isn't much scuba diving going on in the middle of Ohio.. but I found the perfect use: swimming in my pond!! AND... riding around on my tractor. This was absolutely perfect! Now I can actually work outdoor and get my hair out of my face. No more thoughts of shaving my head. Since my ScubaDoRag has a little pocket for my ponytail.. I don't even have to get my hair cut short! Woo Hoo!!
Oh.. and those ScubaTubeSocks?? No more mud between my toes as I wade around. And not that I've seen any.. but I don't fear the leeches getting between my toes either!
Seriously... you don't have to dive to be into the great line Susan has to offer. With the stylish appeal, her items are great for anyone that is active outdoors. Gardeners, joggers, dog walkers, bicyclists, and yes... little farmers like me. :)
Check out all she has to offer
********************************************************** The Bio
**********************************************************
Susan Martin, conceptual designer for 24 years, aspires to banish beige and invite clients to add color and creativity through theme development and intentional continuity of their image. Her consulting, seasonal art and design work for shopping centers, events, decor and interiors is through Susan Martin, Inc. Her design work has graced many of the area's prominent corporate public spaces, including One Wachovia Center, Charlotte Plaza, Cotswold Village Shoppes and Morrocroft Village. Her conceptual strengths and visual merchandising experience create a total identity in the workplace for clients, incorporating color and design to add vitality and aid productivity.
Attempting to help others change after experiencing many life altering changes herself, Susan developed CoCoCheznaynay® SecretAgent of Truth & Style™ as a branding vehicle and a truth-seeking character who disperses CoCoCourage, wit and wisdom. CoCo's about owning all of who you are and facing your fears. While taking scuba diving lessons and experiencing overwhelming performance anxiety and fear, CoCo turned to teach Susan. While spending time on the dive boats, Susan saw a need for a product to contain the hair and ScubaDoRags™, a now patented product was born!
The ScubaDoRag™ made of high quality fabrics of Lycra® dry fast and stretch to fit. The product was originally developed for divers to contain their hair, identify them underwater and provide sun protection on the surface. They dry quickly and do not blow off. The Secret Compartment is for ponytails or room key, ID, etc. and are used by runners, motorcyclists, chemo patients and the fashion conscious such as Tanya Streeter and Salma Hayek. Now that the utility patent has issued, licensing opportunities are available for vertical markets.
Other exciting products are the SuperShoods and Shoodn'ts, funky rash guards that can be worn anytime for comfort, function and capital style. CoCoCoverUp, a reversible skirt, ScubaTubeSocks, ScubaGoodHoods and BuddyBands also available.
New CoCo Products coming soon. In the works are books, a club, clothing and products for the home.
For more information, contact Susan Martin at cocochez@bellsouth.net or reach her at 704.372.5175.
********************************************************** The Interview
**********************************************************
Girlposse.com: Do you consider your business as a: part-time business, full-time business, or other?
Susan Martin: An extremely full-time business - but I have been self employed since 1980 as a designer in visual merchandising, still and film production props and set styling, specialty décor for events, holiday décor for commercial and residential clients. This chapter is another re-invention necessary to grow creatively and stay in business but I had no idea.... It started with CoCo Cheznaynay® and morphed into a scuba industry business with verticals.
Girlposse.com: Was that always your intention?
Susan Martin: No, not at the point of conception. Being an idea person, I am well versed in brainstorming and thinking of logistics afterwards. No, I never saw what was about to happen in the way that it happened.
Girlposse.com: If not - what changed?
Susan Martin: Living in a large banking center, most clients for my design business started cutting budgets for creative line items, such as holiday décor for their properties which was my specialty. At the same time, event décor was diluted by so many companies – in other words, life as I knew it was drastically changing and this was before 9-11. I had come through many changes and asked the universe where to be.
My secret agent persona was honed in the 60’s watching Bond - James Bond, Get Smart, etc. My love of problem solving and reputation of having great tools and solutions at the right time was a natural trait of a good secret agent.
I thought how vulnerable to be dependent on large clients and wanted to develop a line of products for design-savvy consumers and those who wanted to make change in their lives. So instead of selling $30,000 jobs maybe I could develop products for $10-$100 and sell them to 300 to 3,000 individuals.
I put CoCoPhilosopho on paper and hired a graphic designer for my character, CoCo Cheznaynay® SecretAgent 0f Truth & Style. Because of growth I experienced while trying everything and quitting everything, I needed a hero – someone I could look up to and see courage and strength. I had a history of listening to what people say and then watching what they do – and it did not match. Living in the South too, meant for me “be nice “ or “be happy, grateful and glad”. If not these feelings, I was to be quiet and stuff everything else. A basic truth emerges – “The Truth always comes out” and it was CoCo who would take me there.
Girlposse.com: How do you go from being CoCo Cheznaynay® Secret Agent of Truth & Style, to a creator of great scuba / cycling / etc. ware??
Susan Martin: This is how CoCo started with ideas for products - CoCo Cheznaynay® Secret Agent of Truth & Style, Change Agent disguised as quirky fashion plate to unsuspecting and unawares. While being judged or ignored, she goes about her mission undetected until those moments of Truth when it is time to realize that we all are SecretAgents - on a mission to be all of who we are, to find our center, to face our fears. No matter our vessel, we all have this quest and we choose to accept it or deny it. This happens in tiny moments - that undercurrent connection that belies everything living - so we have to be aware!
While learning the Code de CoCo, I was exposed to scuba diving and realized I had a strange form of performance anxiety. Self –employed for so long, I must have set myself up so I would not be gauged by others. I was not daunted by the water or the equipment but when faced with doing the skills underwater, I could not use my personality, my gift of gab or laughter and, in essence, gave my power away to the instructor – not fun for a controlling, type A personality.
I also learned that old lesson to do what is needed when the timing is right for me. I accidentally went deeper too fast and damaged my ear for concern of not keeping up with the others. I really wanted to give up and not go back for my certification but the doctor told me to wait two weeks and I could return. How could I develop a character with products, quotes and a philosophy I so much needed and not take her advice? Now I realized CoCo was turning to teach me.
Girlposse.com: You essentially took an idea that formed in your head and turned it into a full-fledged business. What gave you the courage to make the leap?
Susan Martin: After my scuba certification in 1999, I had midlife awakening and took eight scuba trips alone in 2000. On every boat, I heard someone complain about their hair and my solution-oriented, SecretAgent CoCo brain started thinking. Invention really is seeing a need and having the courage to do something about it - acting on your words. I thought it was a creative gift for facing fear. So it was my faith in God and my place I could go in my CoCoHead that fueled my efforts. I wanted so much to be able to follow the tenets of CoCo. What I wrote for CoCo, became the laboratory in which I lived.
Girlposse.com: What was the biggest challenge you had to overcome in turning your ideas of a business into a reality?
Susan Martin: Self-doubt, people, letting go, holding on, funding – you know – real life! Pay attention to the small and literal lessons that present themselves.
Every CoCoQuote I wrote eventually and still comes back to remind me to live the CoCoWay.
When I first returned from Cozumel with a clear idea to make ScubaDoRags, my idea was to make a head covering that stretches to fit and would dry quickly. I researched the market and saw no products made with those fabrics. I hired an IP attorney about the name. I eventually let him go because his legal opinion stifled me, wasted a lot of time and I came to the conclusion his intentions were good but his opinion was his and my gut instinct was that the name was good, catchy and descriptive. My next IP attorney was in total agreement and the trademark was granted.
I went to a fabric store to buy swimsuit material and asked what a stretch stitch looked like on my machine. Everything about what I was attempting would ask me to literally S-T-R-E-T-C-H. Each time I asked and paid for professional help, I was amazed that I sometimes knew more than they because it was my drive and my passion and belief that fueled the passage. I wanted to turn over parts of this to those whom I perceived to know more than I – a CoCoLesson to be true to yourself.
I went to five different manufacturing plants once I reached a certain point. There are people who care about quality and there are those who want to take your money. Do I care about long-term quality in order to build a brand true to my CoCoCharacter or do I care about short-term money? There are consequences to every decision we make...
Girlposse.com: How much of your business is conducted on-line?
Susan Martin: About 70% on-line all over the world. I also travel a scuba consumer show circuit promoting my products, gaining face time with my customers – retail and wholesale.
Girlposse.com: As a business owner on the 'net I'm sure you've seen many ups and downs. What has kept you going?
Susan Martin: I had an investor who was so in – until he was diagnosed with an inoperable brain tumor – we never know our lessons until we are living them.
I experienced internet fraud to the tune of $30,000 in 2003. That is when the vulnerability of the Microsoft servers were exploited. All we can do as responsible business people it to make sure we engage with secure servers who promise they will keep current on security measures with secure shopping cart software – which we did. Long story short – it took me at least 45 days of constant letter writing, calling, emailing and I finally got my money back. I asked what I did right and they informed me I had good notes, I was consistent and I was respectful – in other words I did it like CoCo – I tried, told the truth, I was persistent and I did it in style! It was kind of funny when, at first, I spoke to Secret Service about my plight. They asked if I answered on of those Nigerian money scams and I said absolutely not. I told them it was on my website that forwards into CoCoCheznaynay.com, my Secret Agent character. That got their attention but did not ultimately help me.
Another point – if you have a great idea, plan for an extra few years for it to take off – customers’ timing is not your timing.
Girlposse.com: What are your biggest challenges in the on-line world?
Susan Martin: To keep everything updated and the manufacturing to match; to look for product placement and timing opportunities.
Girlposse.com: What advantages are there to shopping at your site versus in a store, etc.?
Susan Martin: I care – we all do that touch these products or the site. We want happy customers. If you experience a problem, I really want to know and I will speak to you personally. Also, unless otherwise noted, we usually ship within 24 hours and personally take most orders to airport Postal office. You can have great products but if your customer service sucks, that is what is remembered. We shine! If we make a mistake, we own it and make it right. Basically, we all want to be heard.
Girlposse.com: Where else can people buy your products?
Susan Martin: I have dealers and their website links listed on my site. I really want to grow in that area. Soon I will be trying to gain territory in mod boutiques because my Shoods and Shoodn’ts (shirts) are streetwise and fun-kee. Also, personal care market, especially those who color their hair need to use ScubaDoRags to protect their color. I am currently looking for in-the-know hair stylists to also carry my products for that utility and a chic way to condition their hair while it is covered in style.
Girlposse.com: Your designs are both amazingly practical and fun with a funky flair. What inspires your designs?
Susan Martin: My SecretAgent mind and love of color. Also my mom would never buy anything unless she perceived good quality. If she stretched anything and heard seams popping, it failed her test. Also the Stingray Pouch of the ScubaDoRag happened because I did not like the idea of a one layer fabric you could see the wrong side. I doubled the fabric and finished it in two right sides and it became the Secret Compartment to put your ponytail or your ID, etc. A creative gift for caring and thinking!
Girlposse.com: Who are your customers?
Susan Martin: I am reaching for wider distribution for my customers internationally and opening new dealerships in the scuba industry.
I have always had in my sights vertical markets of runners, personal care, fashion, chemo patients, industrial apps, military, other water sports and motorcyclists. Now that the utility patent has issued with 26 claims, we are looking for licensing ops with manufacturers who have their own sales channels in vertical markets.
Girlposse.com: I understand you have famous clientele. That must make you jump for joy...
Susan Martin: I called my new dealer in Tavernier, Fl to check in. They said Salma Hayek purchased four! Yeah – I wrote to her but I do not know if she received at that address. If anyone knows her – I am not a stalker, just an appreciative artist of her patronage.
Girlposse.com: What do you have planned for the near future? Down the road?
Susan Martin: I keep receiving requests for swimsuits – I don’t know – dealing with people’s heads is pretty overwhelming. Seriously, I really want to work on the basics of CoCo Cheznaynay® and develop books, CoCoNars, jewelry, furniture, accessories and more clothing. This ScubaDoRag put me on another path I had not intended but I love and expect licensing opportunities and wide, wide distribution. The seed of a multi-national, mega- profitable global brand that introduces the hope and courage to make life changes the CoCo Cheznaynay® way and bring color to the world. And, wait till you meet CoCo’s friends...
Girlposse.com: Any advice for future Retail Divas out there?
Susan Martin: Hang in – every entrepreneurial sort I know, no matter their level of success, says keep showing up – the longer you try, the more your chance of success increases. Have CoCoCourage!
~July 2005
********************************************************** Your Chance to Win!
**********************************************************
The Prize:
Susan Martin is letting one lucky Girlposse.com reader "Choose Your Prize"!
Visit http://www.cococheznaynay.com/ and take a look around. Enter the item you most like to win n the entry form below. If your is drawn as the winning entry.. you will receive your prize choice!!
Have fun browsing.. and good luck!!
Rules:
Contest ends August 8, 2005
Open to U.S. residents aged 18 and over only. One entry per person. One winner per person, e-mail address or shipping address per month. Winners will be drawn at random, and will be notified via e-mail. Winners have seven days to reply. In case of unclaimed prizes, an alternate winner will be drawn at random.
(By filling out this form this giveaway, you are agreeing to be placed on the sponsor's mailing list for updates and product information. Girlposse.com is not responsible for prizes that are shipped from outside vendors or sponsors.)
Name:
E-mail address:
Your Age:
Zip code:
Prize Choice:
CoCo is a Secret Agent of what?
What is the patent number of the ScubaDoRag?
Name three fabric titles of any ScubaDoRag.com products.
How many galleries are on the PhotoCoCo page.
Name three stocking dealers.
Comments / Suggestions:
****************************
Are you a Retail Diva? Or do you know one that should be featured in a future Girlposse.com issue? If so, visit our Retail Diva Info Page for the details.
****************************
Printer Friendly Version