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i was very proud, very excited, was telling lots of people. reporter: at a wedding, cassie told some folks about her idea. and she says those people shared the news with others. soon after her dream turned into a nightmare. while attending a trade show in las vegas, she quickly realized her business idea may have been lifted. i went to meet with one of the designers. and i had already previously met with her. and she said, i am so confused. somebody just came in. i thought they were with your company. they had a similar name. you know, obviously they re buying my collection. and so, you know, i thought it was you. i said, well, that is strange. do you happen to have their card? reporter: cassie called the phone number and got quite a surprise. as she recounts the conversation, it went something like this. i said, well, my name is cassie remple. you re not going to believe this, but i was about to open the same exact store in the same location. and really, it almost had the ....
This is simply soles now. staying true to her original mission, she own a company that sells designer names and even added designs of her own. my brand s&p lillybee. i started lillybee in spring of 2008. it s become our best-selling collection. since 90% of the customer s business is done online, customer service is key. this catalog includes customer profiles and every order is shipped with handwritten letter. i ve made sure my staff knows that if they ve talked to the customer, take something from that call and include it in the thank you note. our customer service is all about connecting with that customer. i love them. we have every age, every professional, stay-at-home moms, professional women from all over the world. in a way cassie s business plan has come full circle with the two bu leak locations. ....
Could bring in some exclusive styles. even before the launch cassie was sharing her concept with friends and family. i was very proud, very excited, was telling lots of people. at a wedding, cassie told some folks about her idea. and she says those people shared the news with others. soon after, her dream turned into a nightmare. while attending a trade show in las vegas, she quickly realized her business idea may have been lifted. i went to meet with one of the designers, and i had already previously met with her. she said, i am so confused. somebody just came in, i thought they were with your company, they had a similar name. obviously they re buying my collection. so i thought it was you. i said, well, that is strange. do you happen to have their card? cassie called the phone number and got quite a surprise. as she recounts the conversation, it went something like this. i said, well, my name is cassie remple, you re not going to ....
And i m not sure i would have anyhow. it took months for cassie to get over her disappointment. but she was determined to stick to selling shoes. that s when devastation turned into inspiration. out of that really disparaging, heart-wrenching experience my business was born. what i realized was i was a working professional and i actually didn t shop in shoe stores very much, boutiques at all. i was shopping online and shopping via catalog. cassie reached out to other professionals for a crash course in catalog stores. while some people doubted her, she was determined to push ahead. at the time people were thinking shoes in a catalog? that s never going to work. a lot of people from bankers to family members who just thought i was a little bit unbalanced. they thought, wow, we know you just went through trauma, but let s not jump the gun here. of course, that was then. ....
While they were never part of the original plan for simply soles, the offers were too good to be true. maybe because of what happened to me, i am so open to opportunity. if someone comes calling and i think, wow, not really the direction i was going in, but let me think about it and i ll get back with you. while cassie admits she s now a bit tight-lipped about her ideas i m a little bit, i would say, cautious. i think that s a wise suggestion. she s found peace with her past. i am where i am and i m very grateful to be here. i really strongly believe that good or bad, every experience helps mold you and shape you for what s to come. imagine the heartbreak of developing your dream business only to have it ripped off by somebody else. let s turn to this week s board of directors to talk to them. jennifer hill is an attorney and ....