Alissa Haroush, Founder of Alef Bet by Paula
Names: Alissa Haroush
Founder: Alef Bet by Paula
What's your elevator pitch? (Ie. In one sentence, what do you do?)
Jewish and spiritual jewelry that is not only meaningful but stylish too.
What's your story? Share how you got to where you are and WHY it is you do what you do.
My mom, Paula, sold jewelry because my dad wouldn't buy any for her. Way back when the English beads were popular she was selling the cubes and my husband said, "make those in Hebrew." We did, named the business Alefbet (alphabet) and she asked me to help her.I never turned back, never went back to school, and fell in love with business and jewelry. Alefbet makes jewelry that speaks to your faith and your inner spiritual self. It is jewelry you can layer up with "trending" pieces and combine them together. Knowing you have a piece of Judaica on, or an evil eye, just makes you whole.
What does BEING a FoundHer mean to you?
I have learned you need women to build a community and a business. Working alone all of these years hasn't made me friends nor a community.
How do you support other female founders and women in business?
I am a cheerleader for my friends who own their own business, and in Los Angeles I run a women's group where once a month we have only women speak or lead a workshop. Giving them the platform in front of a room of like-minded ladies is so rewarding.
What are three podcasts you listen to that have helped you with your business?
Neil Patel
Who is a female entrepreneur you look up to and why?
Melinda (can't remember her last name) but she does jewelry and her videos encouraged me to open an IG account.
What are the first five things that you did when you were starting your business?
Quit the plans to go to grad school
Got an 800 number but it was an 888 number
Learned about wholesale shows
Asked what it means when they say “minimum order”
Moved from the dining room table to the downstairs bedroom of my mom's house
Who is someone who has helped change or shape your business for the better and what did they do to help you?
Arny, a guy I met at a party. I never asked for help, but somehow I put on these black and white shoes and said, "I need help," he said, “your shoes are cute”. We've been working together for over 2 years and have doubled our line/business and have plans to triple it.
At what point did you make your company a full time gig? How did you know the time was right?
When customers said to us, "what else do you have?" I said, no we are making only Hebrew letter beads, but they said you need something else. So we did, then a lady called from Cherry Hill, NJ and invited us to a handmade wholesale show. So we went. It felt right, probably was dumb, but felt right.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
I was a Hebrew school teacher, so my knowledge of Judaism and Hebrew. Aside from that, I had no skills.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
Me and it sucks.
How did you land your first client?
We cold-called people.
What is something you do differently from the industry standard?
Seems that I lack skills and I doubt myself. Maybe that isn't so "different"? I treat my customers as friends, but sometimes I’ve had to tell friends "no." I also design what I would wear 95% of the time. It worked better in person than online, of course.
Did you raise capital? What was the process and avenue you chose to take?
My father lent us money, we were in the "red" for years and years but have paid him back in full. Now he won't lend us money. He said, "you girls—I am not going out of pocket anymore for you and you have to watch your finances!"
What would you do differently if you were starting your business today?
I would have opened a retail online store much sooner and skipped the wholesale. I would have invested heavier in Amazon and uploaded more products there. I should have taken a business class, but I didn't have time with 3 kids. Should have, would have, it doesn't matter now.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Meta ads, Klaviyo email flows, and social media posts.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
Self confidence and trusting in others to help. I am still working on them both, it's a work in progress.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
Document your journey on social.
Don't be afraid to ask for help.
Just do it, money comes and goes but time doesn't and if you don't just start it will never happen
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