Your Name: Susan Vernicek

Business Name: S&J Identity Inc., an online identity magazine to empower women

Type of Business: Health & Beauty; Magazine

Business Location: New Jersey, United States

Website Http://
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Reason for starting
It was out of personal experience that inspired myself to take the leap to inspire other women. I used to manipulate faces in photoshop, but it wasn’t until I had to manipulate my face when it struck my anger with how society and media portray the “perfect” woman. I was to create a safe place for women to be perfectly imperfect, a place to embrace their flaws and all.

Biggest Success
Not giving up. I started in 2005 and it wasn’t until 2012 when I saw a profit. So many ups and downs it could have been easier to just quit, but I won’t fail and I continue to push and grow. I’ve discovered by weaknesses and starting to really delegate those areas.

What is your top challenge and how have you addressed it?
Handing off work and tasks to the appropriate person. It’s easier to do yourself than train, but that just doesn’t work.

Who is your most important role model?
I have many….my mom and quite a few business women 🙂