Main Street Business

Christine recently caught up with Lakeville, CT, resident Jennifer Ryan to discuss with her all aspects of her independent stylist business as well as to learn all about cabi.

What is cabi? 

Cabi is a women’s fashion brand that offers high-quality women’s clothing that is on trend but not trendy; flattering, wearable, and washable; and gives women options. Our design team, made up of women, creates designs and groups them to be presented by the stylist in a way that shows the versatility of each group. 

Our designers consider the challenges women face in feeling comfortable aesthetically and physically when choosing clothes and design silhouettes that can be comfortably worn by all body types, in a size range from 00-20. Our clothes are timeless and can be mixed and matched to suit a woman’s lifestyle, whether your style is casual, trendy, conservative, romantic, sporty, or tailored. Cabi stays within certain color palettes that allow you to build upon your cabi wardrobe from season to season, always enhancing your prior cabi purchases. We have a simple but beautiful collection of jewelry each season that completes the look.

What is cabi’s business model?

The model for our business starts with women who would like to host a party with their friends, at their home or mine, and will receive 50-65% off of their personal order based on sales. We provide beautiful marketing materials. Hostesses use a combination of email, texts, and printed invitations to invite and follow up with their friends to acquire good attendance for their party. 

I arrive at their home an hour before the party time to set up all the clothing, lighting, and mirrors. My presentation starts shortly after the party’s start time and lasts about 30 minutes, then the ladies enjoy the collection up close. Try-on time is a blast. I enjoy watching all the positive reinforcement that takes place, women complimenting each other, saying “I want to try that on next” and “That’s fabulous on you!” 

I assist with recommendations and sizing. The clothes ship to the hostess and arrive in 7-10 days in beautiful packages. She distributes the clothes to her friends.

Additionally, I offer private appointments in my cabi boutique in my home. I provide a short overview of the clothes, help choose correct sizes, and let the client browse and enjoy. I am there to assist, but never to pressure. And I work with groups to plan cabi shopping events, fashion shows, and fashion for fundraising events.

What drew you to cabi?

After graduating from the University of Arizona, I went directly into the hotel business, which was my goal. I worked for Hyatt Hotels for ten years in food and beverage management. 

I then moved into the private golf club industry as a food and beverage manager. All the while, I was also working in the talent industry, as a model and commercial actress. 

Time flew. I left the golf club when my first child Rachel was born. I was excited at the opportunity to be home with her and work part time in the talent industry. My second child arrived, and long days on set and casting calls that ran hours behind left me feeling unfulfilled. 

Our family lived in Coeur d’Alene, Idaho, in the summers and Scottsdale, Arizona, the rest of the year, so I wanted a business that was flexible and a schedule that I could control. That summer I was invited to a cabi party. The experience was amazing, and I could see the value of an evening with ladies shopping, drinking wine, and learning about the latest fashions from a knowledgeable stylist who would then assist us in putting together outfits and wardrobes that gave us confidence in our choices. I was one of the women who had a closet full of clothes, but nothing to wear, so the concept that cabi provided was extraordinary! 

In 2008, I started my cabi business as an independent stylist. 

How would you describe success in your business?

I could never have imagined what a gift cabi would be to my life. My business took off; I was the top newcomer in sales my first season and have been top seller every season since. More importantly, I spend time in the company of amazing women who have become friends and depend on me. It is incredibly fulfilling. 

For me, success means loving what I do and having it be well received by friends and clients. My business provides women with a social experience, which is so important in these times of busyness. The days of lunch out and hours shopping with a friend seem to have disappeared from our schedules. Cabi brings it all together. 

I enjoy helping women to confidently express themselves through well-fitting and well-put-together outfits, which affect how we move about our days and ultimately how we feel about ourselves. Rarely can we enter a retail store and find an associate who will take the time and interest to assist us in putting together what cabi stylists calls a “capule”: perhaps a jacket, cardigan, couple of blouses, pair of jeans, and a skirt or pair of trousers that all interrelate, creating several outfits. 

Additionally, I feel success when I meet a woman who needs to be lifted up, appreciates a touch of attention without pressure, and leaves with a huge smile and a hug. It is my goal to never push, only recommend and serve. I want ladies leaving a cabi event to be excited, not feel as they have been oversold.

Why are you successful?

I work hard and I care deeply. In this business I am fortunate to say, I am creating relationships and earning trust. I have been selling cabi for 17 years. I have clients shopping with me that I have been helping since the beginning, and that retention is part of my success. 

I have a full-time cabi business in Arizona although I moved to Connecticut five years ago. I spend three to four weeks in Arizona each season showing the collection at parties and helping clients in private appointments during the day. 

I also travel to St. Louis, Missouri, for my clientele there. I am so grateful for the all new women I meet each season, which helps me grow my business. I have met so many friends through cabi here in Connecticut and New York, it made the move from Scottsdale so much easier. As women, we all have fashion in common.

Describe your customer base. 

My customer base is women who range in age from their early 30’s and up. My mother is my biggest cabi fan. She always wears cabi, and she is 92. 

It’s interesting, I often meet women who say “I don’t go anywhere so I don’t need new clothes.” And yet, they leave excited about a new pair of jeans, a soft sweater, and a simple jacket that can be layered and worn as a toss on for running errands. When I run into them in town, they excitedly tell me about all the compliments they have received, and how much they have worn particular items. That truly brings me joy! My customer base is actually all women who want to feel good in clothes that feel good.

Who is cabi’s most direct competitor?

Wow, that is a tricky question!

I would say there are certainly other retailers that offer beautiful clothes in our price range. There are other retailers who offer comfortable clothes and athletic wear that are similar to items in our collection each season. 

But here’s the important note: I do not think there are other retailers who offer all that we do, with the attention to detail in the designs, lasting quality at our price point, versatility in how the clothes are paired to offer a range of day-to-evening options, and consistency in design and color, giving the option to add to the cabi in their closet, while providing the level of service from both the company and their stylist, that is consistent and caring. That is cabi!

What is the most difficult part of being a cabi stylist?

Maybe the loading and unloading … but I simply consider that my daily workout.

Tell me about the cabi Foundation?

It’s one of the reasons that I’m proud to be a stylist for cabi. The cabi Foundation supports nonprofits globally that support women entrepreneurs, care for cancer patients, and operate education and health initiatives. The foundation has donated over $70 million in 66 countries. Cabi sends volunteers to help women when natural disasters strike in this country, and we support women in need by collaborating with other organizations during Heart of cabi Month each May in cities throughout this country. •

To learn more visit Jennifer’s website on cabi, where anyone can shop. Visit jenniferryan.cabionline.com.