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Fashionably Fun

Sometimes the inspiration for a new business venture can come from the most unexpected places.

After having attended numerous NPMA spouse programs throughout the years Diane Goldenberg, wife of Terminix’s Norman Goldenberg, has come to appreciate that these programs are bonding experiences. The women enjoy mingling with one another and discussing a variety of life’s issues, including personal happiness and self-fulfillment. It got Goldenberg to thinking that what these programs needed was a makeover program, similar to those that are popular on cable television stations (e.g., The Style Network and Bravo) or TV talk shows like “Oprah.” In other words, choose several volunteers and transform their appearance with new makeup, hair styles, clothing and accessories.

“Fashion is very much tied into attitude; the way people are feeling comes out in the way they dress,” said Goldenberg, a fashion connoisseur whose involvement in fashion dates back to the 1960s when she worked as a retail buyer for high-end stores. “I know that if I’m in a gloomy mood I reach for a hot color. I think that every woman can use a makeover — some more than others — and that if you are ever offered a makeover, you should take it.”

Goldenberg figured there were other tradeshow attendees who, like her, would enjoy such an activity, which is when the proverbial “light bulb” went off in her head. Why not assemble a makeover team that event planners could hire for corporate meetings, retreats, events, etc., which is exactly what Goldenberg did. In October, Goldenberg launched Style-Over, a business venture in which she and her makeover team will “energize, transform and stylize” a group’s participants.

A key partnership for Goldenberg is tourism bureaus such as the Greater Miami Convention & Visitors Bureau (GMCVB). Oftentimes, event planners consult with tourism bureaus for entertainment ideas. “I know that [event planners] are always looking for new activities for spouse programs and I think this could really catch on,” she said. Additionally, Goldenberg also recently launched a website, www.style-over.com, where event planners and others can visit to learn more about Style Over.

Goldenberg’s first “corporate gig” was in October at PestWorld in New Orleans. Amy Johnson, Kassandra Mills, Cathy Knox, Kim Carrothers and Laurie Tesh all volunteered to be made-over. Goldenberg consulted with each participant, took measurements and customized a “style over” for each of them, with a $525-per person budget. Goldenberg said the women’s biggest fashion missteps were wearing clothing that didn’t properly fit.

All of the women were treated to a haircut, style and color as well as makeup, manicures and pedicures for a price that Goldenberg negotiated at $225 per person. This left $300 for shoes, clothes and accessories — a budget Goldenberg was able to work within by purchasing clothes from stores such as TJ Maxx, Marshall’s and Macy’s.

The unveiling of the “style-overed” ladies took place immediately following the NPMA Spouse Luncheon, so Goldenberg spent the better part of the morning preparing the women. While all of the women were lovely, Goldenberg said, “I think some of the transformations were truly remarkable.”

Best Valentine’s Day Gift EVER!

Was your Valentine’s Day gift this year memorable? It probably was for those who received the gift of a cockroach. The Wildlife Conservation Society’s Bronx Zoo offered a light-hearted way to “make sure your loved one knows your feelings are forever” – a cockroach in their name and a 100 percent solid dark chocolate COCOA-ROACH.

This was the second year in which the WCS’s Bronx Zoo offered “hopeless romantics from around the world” the opportunity to name (for the price of $10) real live Madagascar hissing cockroaches after their favorite loved one, “ex” or mother-in-law. Each gift came with a colorful certificate e-mailed to the purchaser’s loved one announcing that a cockroach was named in his or her honor.

To make the offer even sweeter, this year the WCS’s Bronx Zoo was selling a COCOA-ROACH for that special someone – a genuine artisanal 100 percent solid dark chocolate likeness of a Madagascar hissing cockroach – the world’s largest member of the roach family. COCOA-ROACHES were created with precision and artistry by chocolatier Sabrina Berkowitz of The Chocolate Box NYC. COCOA-ROACHES were an additional $15 for one or $25 for a COCOA-ROACH couple. All proceeds went to help the Wildlife Conservation Society save wildlife and wild places around the world.

Visit the Online Extras section on the PCT Online homepage or www.bronxzoo.com/roach to see a video about this promotion.