High Tech/High Touch: Entrepreneur David Redlich Blends Technology and Personality to Create Loyal Customers
“Lady in Red” is an evocative image. Deborah Richman succeed in turning the power of that image into her personal brand when she lost the rights to her own name in a lawsuit with a former partner.
Her company Deborah International did well. At its peak, Deborah International held a 40% share in the alternative designer fragrance market. Unfortunately, she and her partner had a falling out and she lost the business she had put a lifetime of effort into creating. Many would crumble under this crushing defeat. Instead, Deborah came back stronger and re-created her company using her brand instead of her identity to regain the attention of the marketplace.