Name: Michelle Isrow
Business: Mimilounge, LLC, a maker of self adhesive strips to cover tags and seams in clothing
Location: Calabasas, California, United States
Reason for starting: We are two moms, Michele Naftal and Michelle Isrow, and we were on a quest to solve a problem that many parents and individuals experience. We were troubled that our kids were consistently complaining about pesky tabs, irritating seams and of course…itchy sequins! This was leaving hundreds of dollars of clothing going unworn, so we needed a solution and we needed it fast. We could not go on buying and returning clothes because they were bothersome. The more we talked about this the more we found that others had the same sensory issue.
Even our husbands complained that the tags in their dress shirts were at times irritating. For a year we searched for solutions trying to find something soft and fabric like and at the same time, something fun and novel, like a bandage for clothing! We were on a mission to create comfort for all, and so…we developed Undercover Tape. Inspired by our own life experiences, we designed it to work with all types of clothing including sports jerseys, costumes, socks and underwear. Undercover Tape as a company believes in a grass roots approach with all production done locally as well as supporting small and local businesses.
How do you define success? Success is putting your best foot forward, taking risks, staying passionate and never giving up until you achieve your goals.
Related: Learning to be Resilient
Biggest Success: Michele and I are so proud of our growth in the last two years. We have retailers throughout the United States, Canada and Great Britain.
What is your top challenge and how have you addressed it? Our top challenge is finding a distributor. In order for Michele and I to profit significantly, we need to sell our product in a mass volume.
Who is your most important role model? My role model is my husband, Adam. He started a web based software program for the hotel industry. He began with 5 hotels and now he has over 1,500 hotels using his system all over the world. I’m very impressed with his drive, ambition and ability to work and relate so well with people.
Edited by The Story Exchange
Posted: March 5, 2014