Friday, November 7, 2014

Childrens Dress Shop --- A Story of Entrepreneurial Resiliency


The Childrens Dress Shop is an online children's dress store that was started by Jennifer T. in 1999

in Uncasville, Connecticut. She eventually opened a brick and mortar in Waterbury, Connecticut 

then expanded to New York and is considering opening a boutique in Mobile, Alabama.
Childrens Dress Shop is the brain-child of Jennifer T. In 1999, a single working mom and full 

time college student. she needed to supplement her income. But her young children also needed her

to be home so she created an online store where people from around the world could conveniently 

shop for flower girl, pageant dresses and various related accessories.
Many acquaintances and some family members were skeptical that Jennifer could pull off this 

Herculean endeavor. They said, "No one could do that much work; there are only so many hours in a

day." And there were so many questions to answer; where would she get the money for start-up,

where would she have the extra time with work, school, and the children to attend? The doubts came

and surrounded her like a ring of fire. Nevertheless, she was undeterred by the naysayers and forged 

on with great entrepreneurial spirit and dogged determination. She worked into the wee hours of the 

morning, learned how to build the code to construct the website, learned about the rules of search 

engine optimization (SEO), engaged to understand terms of service agreements (TOS), learned small

business skills i.e., how to apply for business permits, and paid particular attention to quality 

customer satisfaction. Within four short years she was #1 on the search engines and remained there 

for many a long time. A long time that is until --- search engine algorithms changed. At that time 

thousands of online small business owners simply went out of business but this shopkeeper did not

let her heartbreak because of the changing tide instead she kept her hands at the helm to remain in 

business. Through this financial storm she was told to "give it up", "let it go", "it's too much to come

back." Jennifer's advisers believed once knocked off the search engines she could never regain her 

high ranking that once was, and high rankings is what a business needs to survive online. Turning 

away from her advisers and the negative chatter she continued forward. Jen's children grown and 

away at school by this time, she closed her brick and mortar shops, let her employees go, 

consolidated her inventory and, utterly alone, got to work to chart the course to breathing life back

into her online business.
I know Jennifer personally. I am very proud of her. And I want to share this thought with you...

when you purchase a garment from the Childrens Dress Shop, think as you slip that fabric onto your 

precious child. you are not only covering her with a pretty dress you are also covering her with one

woman's indomitable spirit, hard work, and determination, the spirit that made this Nation the 

greatest on earth. Know these dresses are sent to you with love and dedication which brings to bear 

the true meaning of "The American Dream." So let Jennifer's example be an inspiration to you that 

you share with your children and may her work continue to thread and strengthen the fabric of this 

United States of America. It is truley a pleasure to serve you and may we ever be worthy of your 

This article is a tribute to all those independent business owners who aspire to the American

dream, who believe hard work pays off, who are still fighting for their small homegrown business to 

stay open, and who never give up.

What makes Childrens Dress Shop different from other online shopping malls is the convenient "layaway" feature. The layaway option gives the customer the benefit of ordering their wedding party dresses or pageant dresses early enough without having to store them in their own homes until they are ready for the big day. Childrens Dress Shop can safely store them and the flex pay allows the customer financial flexibility.