Newport Board Group clients, Mayra Jimenez and Ivan Rincon, are two of the smartest entrepreneurs I know. My company has worked with over 500 fast-growth companies in the past three years. Over 95% of their leadership teams are are out of sync on their value proposition.
Not Mayra and Ivan. Their company, Orchid Boutique, owns the Purple Cow in their industry. I met these two Economy Heroes at the Inc. 500 Awards meeting last month in Phoenix. Mayra took a few minutes to describe the origin of their value proposition.
"We saw a void in the market for luxury swimwear for women. We knew there was a special type of swim product
being made in Colombia, our native country, with very special one-of-a-kind crafting.
We saw an opportunity to bring these designs to the international market with a top-notch online portal, and target discerning women who crave style and sophistication in their beachwear."
Mayra and Ivan created the Luxury Swimwear category that launched like a rocket and pushed them to the limit.
"At the end of 2008, before the second year mark, our business exploded. We grew 600% in the next twelve months. It was hard to keep up with the volume; we struggled as quick turnaround service and strong customer service became more difficult. We were understaffed, exhausted, and exhilarated. We gave it all we had to accommodate every customer as if they were the only customer."
Mayra and Ivan recently opened the first brick and mortar Orchid Boutique in South Miami Beach. The store will provide a face to a brand that continues to build with lightning speed. The Jimenez family is out to change America’s perception of swimwear.
"We don’t want swimwear to be an afterthought. We want women to look forward to wearing it. We want swimwear to become socially fitting."
Leonardo nailed it when he said, “Simplicity is the ultimate sophistication.” If that’s true, and it is, then Mayra and Ivan have definitely cracked the Da Vinci Code with Luxury Swimwear.
